UK auto consumers more price sensitive than in US / Telmetrics

Giving auto marketers further insight into U.K. mobile preferences and behaviors, xAd, a leading mobile-location based advertising network, and Telmetrics, the top mobile call measurement provider, today revealed the automotive results of the xAd/Telmetrics U.K. Mobile Path-to-Purchase research study.

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UK Auto Consumers More Price Sensitive than in U.S., Says xAd-Telmetrics UK Mobile Path-to-Purchase Study http://t.co/X3rMKbDPch

— Will Corry (@slievemore) November 1, 2013

Conducted by Nielsen, the study found that U.K. mobile auto searchers take longer to consider their purchase decisions and place greater emphasis on price comparisons than their U.S. counterparts (53 percent of U.K. searchers conduct pricing comparisons vs. 43 percent in U.S.).

Overall, mobile is a key media source for auto in the U.K. as 44 percent of mobile searches result in a purchase and 30 percent of the country’s mobile auto audience use mobile exclusively. And although U.K. mobile searchers are very reliant on the mobile web, nearly half of smartphone searchers and 29 percent of tablet searchers have used an auto app.