1. PATH TO PURCHASE STUDY
73%
SMARTPHONES
USED MORE TO
FIND AND
CONTACT
BUSINESSES
TABLETS
USED MORE FOR
RESEARCH – PRICE
COMPARISONS,
AND REVIEWS
UP TOUP TO
Of Smartphone & Tablet Users,
Across Categories
84%
November 2012
Mobile Search Is Everywhere
Phone Numbers, Directions, Deals Are Critical Mobile Content
Smartphone
68%
USERS MOSTLY USE THEIR DEVICE
WHEN THEY ARE ON THE GO
72%Tablet
USERS MOSTLY USE THEIR DEVICE
WHEN THEY ARE AT HOME
ON THE GO
A CAR IS THE MOST
POPULAR ON THE GO
LOCATION FOR
MOBILE SEARCHES
© xAd, Inc. | 1230 Avenue of the Americas | 7th Floor | New York, NY 10020 | P: 415-814-9837 | xAd.com
© Telmetrics, Inc. | 2680 Skymark Avenue| Suite 900 | Mississauga, Ontario, Canada L4W 5L6 | P: 800.255.3224 | Telmetrics.com
IN PARTNERSHIP WITH:

2. The xAd/Telmetrics Mobile Path to Purchase Study
CONTENTS
1 EXECUTIVE SUMMARY
2 KEY FINDINGS
3 INTRODUCTION
4 REACHING AN INFREQUENT MOBILE USER
5 DEFINING THE MOBILE AUTO USER
6 MOBILE AUTO USER PROFILES
7 FOUR UNIQUE USERS. TWO UNIQUE OPPORTUNITIES.
8 STAGE IN DECISION
9 INFLUENCING THE AUTO USER WITHIN FEEDER CATEGORIES
10 THE RATE OF LOCATION
11 DRIVING MOBILE AUTO CONVERSION
14 SUMMARY
14 TERMINOLOGY
14 METHODOLOGY
15 ABOUT THE REPORT

3. The xAd/Telmetrics Mobile Path to Purchase Study
1
Mobile ad spending in the Automotive industry has increased nearly 375% from Q2 2011 to Q2
2012. Auto marketers are signing on in droves to test the marketplace and get to know their
mobile users. But as the auto industry expands from online advertising into mobile, the call for
relevant, locally targeted campaigns specific to consumer behaviors becomes necessity.
In our third installment of the xAd/Telmetrics Mobile Path to Purchase Study, we’ll dive
deeper into the Automotive category to uncover mobile consumer behaviors and trends.
A key finding is that Auto mobile user behavior is primarily driven by an intent to purchase
either new or used vehicles or Auto parts and services, resulting in a variety of mobile
usage patterns demonstrated by four distinct user profiles. Our goal is to better educate
Auto marketers, allowing them to effectively reach a wide variety of consumers. And as the
Auto category continues to increase its mobile spending, the findings of this report will serve
as an essential foundation in mobile Automotive marketing for years to come.
EXECUTIVE SUMMARY

4. » Mobile ad spending in the Auto category has increased nearly 375% from Q2 2011 to Q2 2012
» 50% of both smartphone and tablet users have made a purchase related to their mobile app
or web interaction
» Mobile Auto users are largely Caucasian males between the ages of 25 and 44 making between
$50-100k per year, though the Auto Parts Service category indexes high with women
» The Auto category is largely accessed on an “as needed basis” and therefore mobile users spend less than
half as much time interacting with Auto content each month than “everyday” content such as Restaurant
» The Auto category consists of 3 content subcategories, each driving unique mobile user behavior:
• Automotive Information
• Auto Manufacturers Dealers
• Auto Parts Services
» Automotive user behavior is defined by 4 distinct profiles, each interacting with the industry’s 3 key
subcategories with different expectations of location and immediacy
• Auto Researcher
• Deal Hunter
• Gear Head
• Circumstantial User
» The combination of user profiles and Automotive content reveals marketing opportunities related to
either motor vehicles or parts services
• Users interacting with motor vehicles tend demonstrate a longer research process and occupy
the top portion of the sales funnel, while immediacy related to Auto parts services places
user activity at the bottom and closer to conversion
» Because the Auto category is not considered an everyday category for most mobile users, marketers
have the opportunity to influence audiences within a number of key mobile feeder categories including:
• Financial Services
• News
• Social Networking
• Search
» Because smartphone users conduct 42% of Auto activity within their vehicle, locating an Automotive
business within walking distance is of least importance to mobile users as nearly 50% look for businesses
within local driving distance
» Price and relevance are key drivers of Automotive ad engagement; 63% of mobile Auto users click on an
ads that include a coupon or promotion, and 55% engage with ads relevant to current search intent
» Post-engagement, mobile Auto users are more likely to visit the website advertised, redeem a coupon
or offer, and visit the retailer’s location
KEY FINDINGS
The xAd/Telmetrics Mobile Path to Purchase Study
2

5. xAd, and long-time partner Telmetrics, have collaborated with Nielsen to develop this first-to-market mobile
behavior study that helps track the mobile consumer from initial purchase intent to conversion, while exploring
ad effectiveness and examining the various profiles of mobile Auto users. This study combines online survey data
from 1,500 U.S. tablet and smartphone users, as well as actual observed behaviors from Nielsen’s Smartphone
Analytics Panel of 6,000 Apple and Android users – each group reporting they had engaged in activity related to
Automotive information, products and services in the past 30 days.
In our two previously released reports focused on the Travel and Restaurant industries, we demonstrated just how
different mobile users behave when using either a tablet or smartphone. The mobile user profiles identified in
the Travel category revealed four distinct audiences ranging from the locally-minded traveler to the luxury
oriented jet-setter. Our Restaurant study revealed three important profiles—those preferring take-out
convenience, engaging in social feedback, or utilizing advanced “foodie” knowledge. For this third installment
of the Study, Mobile Auto users fell into four key profiles – the Auto Researcher, Deal Hunter, Gear Head and
Circumstantial User. These profiles are shaped by specific user intent and interactions with the Auto industry’s
three content subcategories – Auto Information Resources, Auto Manufacturers, and Auto Parts Service.
User interaction with Auto Resources and Auto Manufacturers are similar in that both provide information vital to
the longer-tail research phase demonstrated in purchasing a motor vehicle. Auto Parts Service users, on the other
hand, tend to be a more motivated crowd driven by an immediate need. In this year’s final report, we’ll explore
mobile Auto user behavior related to not only the different user profiles, but comparisons and analysis based on
location access, immediacy of need and purchase intent in greater detail.
INTRODUCTION
The xAd/Telmetrics Mobile Path to Purchase Study
3

6. The xAd/Telmetrics Mobile Path to Purchase Study
4
REACHING AN INFREQUENT
MOBILE USER
When compared with a more “everyday” category such as our previously studied Restaurant vertical, mobile
users spend less than half as much time interacting with Automotive content on a monthly basis. Because
Automotive-specific mobile interaction is limited, marketers have a unique opportunity to influence mobile users
not only during the narrow window when they need and are looking for Auto content, but also throughout the
course of their more “everyday” mobile interactions. To do this well, Automotive marketers need to target and
reach mobile users passively through categories that reach them on a more frequent basis such as news, personal
finance or entertainment. By generating awareness in other key mobile content categories, Auto marketers can
ensure their brands and messaging are top of mind when consumer Auto needs arise.
Automotive is not an everyday type of mobile category. Unlike news, weather, restaurants or even sports,
mobile users visit the Auto category on an “as needed basis”, ranging from car shopping to immediate parts
and service needs. For this reason, we see higher usage of mobile websites over applications in the Automotive
category as a whole. Mobile users looking to engage with Automotive content are most often doing so in a
pinch or on a temporary basis, so downloading and using a specific mobile application is often less desirable.
MONTHLY TIME PER PERSON (HH:MM:SS) – AUTOMOTIVE
US,Android and iPhone,April 2012
WEB
00:07:59
92%
APPS*
00:00:39
8%
AUTO RESTAURANT
Web 7:59 5:16
Application 0:39 14:04
Average 4:19 9:40

7. DEFINING THE MOBILE AUTO USER
The Auto category’s mobile audience consists of mainly Caucasian males between the ages of 25 and 44.
Their annual household income ranges between $50-100k as they are employed full time with their
education ranging from some college to post-bachelor experience. Though females only occupy 36% of
the total Automotive category, they spend a great deal of time with the Auto Parts Services subcategory,
revealing critical topic-specific diversity in the general Auto category.
MOBILE AUTO USER DEMOGRAPHICS
73%Look for/use phone numbers
to contact businesses
Look up a business location
or map/directions
UP TOUP TO
Of Smartphone Tablet Users,
Across Categories
84%
FOR
ILEADS
TIONS
ake Quick Purchase Decisions
s Strong
nt across smartphones and tablets
Mobile Path To Purchase
TravelAutomotive
Searches that result in Purchases
2OUTOF3CONSUMERSNOTICEMOBILEADS
1OUTOF3RESULTINANADCLICK
85%
46%
51%
MIXED
Both quick
conversions
research
FUTURE
Research based
with longer term
conversions
rce: xAd/Telmetrics Mobile Path to Purchase Study 2012. Visit mobilepathtopurchase.com for more info.
Intent to make purchase within the day
Restaurants Travel Automotive
87% 49%33%
0% 10% 20% 30% 40% 50% 60% 70% 80%
64%
36%
GENDER MALE
FEMALE
16%
31%
24%
14%
15%
18-24
25-34
35-44
45-54
55+
AGE
14%
20%
35%
22%
10%
$25
$25 TO $50K
$50K TO $100K
$100K TO $150K
$150K
HH INCOME
7%
11%
31%
11%
27%
12%
HIGH SCHOOL
COMPLETED HIGH SCHOOL OR EQUIVALENT
SOME COLLEGE (BUT NO DEGREE)
ASSOCIATES DEGREE
BACHOLAR’S DEGREE
POSTGRADUATE DEGREE
EDUCATION
7%
4%
7%
13%
68%CAUCASIAN
AFRICAN-AMERICAN
ASIAN/ASIAN-AMERICAN OR PACIFIC ISLANDER
MIXED BACKGROUND
OTHER
ETHNICITY
54%
10%
10%
9%
4%
5%
7%
FULL TIME
PART TIME
SELF EMPLOYED
HOMEMAKER
STUDENT
RETIRED
OTHER
EMPLOYMENT
The xAd/Telmetrics Mobile Path to Purchase Study
5

8. MOBILE AUTO USER PROFILES
The xAd/Telmetrics Mobile Path to Purchase Study
6
AUTO RESEARCHER
The quintessential car shopper - Auto Researchers mimic the overall
category demographic as primarily Caucasian males, aged 25-44 with
an annual income between $75-100K. This user prefers to conduct
vehicle research using Auto resource sites such as Kelly Blue Book, and
manufacturer brand sites ranging from Toyota to Ford, all in an effort to
find a dream car…or the next family minivan.
DEAL HUNTER
With budget in mind, Deal Hunters scour Auto Manufacturer sites and
resource pages in search of the best deal on a set of wheels. This group is
primarily Asian males, ranging from new drivers to old pros between the
ages of 18-44. Deal Hunters take in a far lower household income than the
other Auto profiles at $35k-50k per year, and therefore price is paramount
in their decision to purchase.
GEAR HEAD
Gear Heads are the dreamers and the hobbyists of the Automotive
category. These car lovers’ interests in mobile Auto content range
from aspirational to true grease monkey. They access mobile content
related to Auto parts and resource pages, while gaining feedback via
social networking. This group of non-caucasian Males ranges in age
between 25-54, earning $100-150k per year.
CIRCUMSTANTIAL USER
Representing the important “in a pinch” audience, Circumstantial Users
are primarily Caucasian females, ranging from 25 to 44 years of age with
an annual income between $75-100K. These users depend on quick
access to Auto resources via search and prefer to interact with familiar
brand properties. Due to this group’s inherent immediacy, Auto Parts and
Services is their most popular subcategory.
66%21%
5%
8%
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Parts
Automotive Info
Social Networking
73%
12%
5%
10%
Google Search
Automotive Parts
Automotive Info
Messaging
56%32%
14%
79%
7%
12%
66%21%
5%
8%
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Parts
Automotive Info
Social Networking
73%
12%
5%
10%
Google Search
Automotive Parts
Automotive Info
Messaging
56%32%
14%
79%
7%
12%
66%21%
5%
8%
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Parts
Automotive Info
Social Networking
73%
12%
5%
10%
Google Search
Automotive Parts
Automotive Info
Messaging
56%32%
14%
79%
7%
12%
66%21%
5%
8%
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Info
Auto Manufacturers
Google Search
Automotive Parts
Automotive Info
Social Networking
73%
12%
5%
10%
Google Search
Automotive Parts
Automotive Info
Messaging
56%32%
14%
79%
7%
12%
Though interest in the Auto category is largely male-dominated, a variety of common profiles were revealed
ranging in gender, age and Auto-related intensions. These profiles are key to effectively reaching Auto consumers
relevant to their specific user needs and intent.
PATHTOPURCHASE
Mobile Auto
Mobile Web
Auto Search
92%of time spent
searches is d
mobile web
AUTO RESEARCHER
Caucasian male, 25-44
Income: $75-100K
Prefers Auto resource
and brand sites
1% OF MOBIL
USERS USE A
S
AUTO S
PATHTOPURCHASE
Mobile Auto Users Search On A
Mobile Web Dominates Apps F
AUTOM
92%of time spent on auto
searches is done on
mobile websites
AUTO RESEARCHER
Caucasian male, 25-44
Income: $75-100K
Prefers Auto resource
and brand sites
OF T
USERS
BAS
44
DEAL HUNTER
Asian male, 18-44
Income: $35-50k
Relies on brand sites
and search
STUDY REVEALS DUAL AU
AUTO SERVICE/PARTS BUYERS
PATHTOPURCHASE
Mobile Auto Users Search On An As Needed Basi
AUTOMOTIV
AUTO RESEARCHER
Caucasian male, 25-44
DEAL HUNTER
Asian male, 18-44
CIRCUMSTANTIAL USER
Caucasian female, 25-44
STUDY REVEALS DUAL AUDIENCE: CAR SHOPPE
AUTO SERVICE/PARTS BUYERS, WITH 4 UNIQUE USER
PATHTOPURCHASE
Mobile Auto Users Search On An As Needed Basis
Mobile Web Dominates Apps For Mobile Auto Search
AUTOMOTIVE
AUTO RESEARCHER
Caucasian male, 25-44
Income: $75-100K
Prefers Auto resource
and brand sites
DEAL HUNTER
Asian male, 18-44
Income: $35-50k
Relies on brand sites
and search
CIRCUMSTANTIAL USER
Caucasian female, 25-44
Income: $75-100K
Depends on quick auto
info via search familiar
brands
Only 15%
of mobile search
conduct month
auto searches
GEAR HEAD
African-American male,
25-54
Income: $100-150k
Accesses auto hobby
info frequently
STUDY REVEALS DUAL AUDIENCE: CAR SHOPPERS
AUTO SERVICE/PARTS BUYERS, WITH 4 UNIQUE USER PROFILES
Auto Resource
properties (e.g. Kelly
Blue Book) have
highest combined

9. In order to better understand the behaviors of our four Auto user profiles, we need to align their behaviors
with the three content subcategories available in Automotive: General Automotive Information, Auto
Manufacturers Dealers, and Auto Parts Services. Though there are three content areas in the Automotive
category, our analysis revealed that mobile user behavior is driven by an intent to purchase either new or
use vehicles or Auto parts and service.
The Automotive Info subcategory is full of resource-related properties including Kelley Blue Book, Edmunds and
AutoTrader.com where Auto enthusiasts and shoppers go for info related to their hobbies and future purchases.
Used frequently by all four identified mobile Auto user profiles, these resources are the basis for their Auto-related
mobile interactions and remain popular in their desktop form as well. Because the information provided in this
subcategory is an essential part of any Auto research function—whether there is an immediate need or more leisurely
activity—we see a high percentage of use with the Auto Researcher, Gear Head, and Circumstantial User.
Engagement with the Auto Manufacturers Dealers subcategory of properties reveals similar research-focused user
behavior. Current car owners or shoppers interact with brand and local dealer-specific content including car giants
such as Ford, Toyota, and Chevy. These users are either brand loyalists or have done their homework within the Auto
Info subcategory and are now narrowing their search to specific brands. This subcategory is essential to the Auto
Researcher as well as the Deal Hunter, who spends almost 80% of their Auto-related time interacting with various
brands and dealerships via their mobile device. While interaction within this subcategory is still within the top portion
of the purchase funnel, there is clear movement toward Auto-related purchases.
Mobile user interaction with the Auto Parts Services subcategory is split between hobbyists and users
demonstrating a much more immediate need. Circumstantial Users accessing Auto Parts and Services content are
usually reacting to vehicle malfunction or incident such as a car stalling, flat tire, or the need for an oil change. Due
to the nature of the products and services involved in the subcategory, Circumstantial User purchase intent is much
stronger and conducted within a much shorter timeframe. Therefore, by the time these users are in a pinch, it may be
too late to reach them with a marketing message. As such, Auto marketers looking to connect with this audience must
do so as they interact with everyday mobile content, as previously mentioned. As for the Gear Head, this group spends
66% of their time in the Auto category focused on Parts Services. They are clearly Auto enthusiasts searching for
vintage or luxury parts, sleek body kits, and local shops to upgrade their rides. Auto marketers have much more time
to reach this group directly and affect their purchase decisions as they are the one group that demonstrates an
inclusion of Auto content in their everyday activities.
The opportunity for marketers within these three subcategories lies in their ability to develop campaigns specific to
each Auto User profile as well as user purchase motivations. Due to the variety of targeting combinations available
in the Auto category as a whole, a broad one-size fits all approach to targeting would prove not only ineffective,
but wasteful.
The xAd/Telmetrics Mobile Path to Purchase Study
7
COMBINED WEB-APP REACH % BY SUB-CATEGORY – AUTOMOTIVE
US, Android and iPhone Monthly Reach, April 2012
Kelley Blue Book
Autoguide.com
Edmunds
SIM Automotive
AutoTrader.com
Yahoo! Auto
Ford
Toyota
Honda
Chevrolet
Infiniti
Jeep
AutoZone
Advanceautoparts.com
Auto Parts Warehouse
O’Reilly Auto Parts
Tirerack.com
Pep Boys
Automotive Info Auto Manufacturers Auto Parts Services
8.3%
4.0% 3.0%
FOUR DISTINCT USERS.
TWO UNIQUE OPPORTUNITIES.

10. Due to the split nature of the Auto category, mobile users’ stage in the purchase decision making process is an
important factor to incorporate when planning a successful campaign. During the Study, we found that whether
user activity occupied the top or bottom end of the purchase funnel, over one-third of mobile Auto users knew
exactly what they were looking for, and 36% had a general idea during their decision-making process. This means
that brand familiarity plays a key role in affecting the mobile path to purchase in the Auto category.
8
The xAd/Telmetrics Mobile Path to Purchase Study
STAGE IN DECISION
AUTO USER STAGE IN DECISION
WHEN FIRST ACCESSING APP/WEBSITE BY DEVICE
Not sure/Don’t remember
I knew exactly what I was looking for I had narrowed down what I was looking for
I had a general idea of what I was looking for
I wasn’t looking for a specific brand, just browsing
I had no idea what I was looking for
20%
4%
0
20
40
60
80
100
0
20
40
60
80
100
18%
32%
6%
38%
4%
2%
1%
3%
Smartphone
32%
40%
Tablet

11. Because mobile Auto users enter the path to purchase as a more informed group, it’s important for
Auto marketers to influence and engage users in a more passive way, while they are active with a
variety of mobile categories used on a more regular basis. Financial Services, News, Social Media,
and Local Directories are all high frequency categories that are not only effective in user reach but
also in targeting the (4) distinct mobile Auto sub-audiences as previously defined. Below are
examples of top “feeder categories” that index high with each of the defined mobile Auto
user profiles.
But from what we’ve learned about the four Auto user profiles, there are distinct feeder markets that
translate best for each. Each of these categories represents an important platform from which Auto
marketers can effectively reach each of the key mobile user profiles.
The xAd/Telmetrics Mobile Path to Purchase Study
9
INFLUENCING THE AUTO USER
WITHIN FEEDER CATEGORIES
OVERALL MOBILE AUTO USER FEEDER CATEGORIES
by index
SOCIAL
NETWORKING,
CHAT, BLOG
DIRECTORIES ENTERTAINMENT/
LIFESTYLES
FINANCIAL
SERVICES
NEWS RETAIL/
E-COMMERCE
SEARCH
150
143
127
176
167
138 144
AUTO RESEARCHER
GEAR HEAD
DEAL HUNTER
CIRCUMSTANTIAL USER
255
159
236
118
246
97
246
112
375
124
260
141
216
108
FINANCIAL SERVICES
SEARCH
WEATHER
SOCIAL NETWORKING, CHAT, BLOG
RETAIL/E-COMMERCE
DIRECTORES
ENTERTAINMENT/LIFESTYLES
FINANCIAL SERVICES
ENTERTAINMENT/LIFESTYLES
WEATHER
SEARCH
SOCIAL NETWORKING, CHAT, BLOG
RETAIL/E-COMMERCE
DIRECTORES
FINANCIAL SERVICES
WEATHER
SEARCH
DIRECTORES
ENTERTAINMENT/LIFESTYLES
SOCIAL NETWORKING, CHAT, BLOG
RETAIL/E-COMMERCE
SEARCH
WEATHER
FINANCIAL SERVICES
SOCIAL NETWORKING, CHAT, BLOG
ENTERTAINMENT/LIFESTYLES
RETAIL/E-COMMERCE
DIRECTORES
213
184
180
158
231
211
183
612
602
499
705
710
651
591
Source: comScore MobiLens Audience Profile, August 2012

12. THE ROLE OF LOCATION IN THE MOBILE
AUTO PATH TO PURCHASE
LOCATION OF USE
As seen in other categories, tablet access to Auto related content is typically conducted from home, whereas
smartphone usage is more frequently on the go. Aligning with the urgent nature of some of the category users’
needs (Circumstantial Users or those looking to make a purchase within the day), over 40% of Smartphone usage
is actually conducted while in a car.
EXPECTATION OF DISTANCE
Mobile Auto users’ expectations of distance also mimics the context of the category with more than half of both
smartphone and tablet users looking to engage offline with Auto businesses within local driving distance.
10
The xAd/Telmetrics Mobile Path to Purchase Study
Home Work OtherOutside Car
0
20
40
60
80
100
0
20
40
60
80
100
5%
11%
34%
42%
8%
4%
9%
73%
8%
6%
SMARTPHONE
TABLET
Within walking distance
Within a farther driving distance
Within local driving distance
No expectation of distance
0
20
40
60
80
100
0
20
40
60
80
100
48%
5%
23%
24%
49%
7%
21%
23%
SMARTPHONE
TABLET
AUTO USER LOCATION DURING USE OF APP/WEBSITE BY DEVICE
EXPECTATION OF LOCATION WHEN LOOKING FOR INFORMATION BY DEVICE
SMARTPHONESMARTPHONE
TABLETTABLET

13. The xAd/Telmetrics Mobile Path to Purchase Study
11
How mobile Auto users interact with mobile advertisements hinges on marketers’ ability to engage each of
the diverse Automotive audiences uncovered in this study. Mobile users will always be more interested in
advertisements related to their current search intent – a statement 55% of both smartphone and tablet users
agree with. But whether their purchase intent is immediate or at the end of a longer research phase, 63% of
mobile Auto users have interacted with an ad featuring a coupon or promotion.
DRIVING MOBILE AUTO CONVERSION
SMARTPHONE TABLET
ADVERTISING MOST LIKELY CLICK ON BY DEVICE
62%
8%
25%
39%
55%
12%
64%
13%
18%
47%
55%
4%
AN AD THAT HAS A COUPON/PROMOTION
AN AD THAT IS WITHIN WALKING DISTANCE TO ME
AN AD THAT IS WITHIN DRIVING DISTANCE TO ME
AN AD WITH A FAMILIAR BRAND
AN AD THAT IS TARGETED TO WHAT I WAS SEARCHING FOR
AN AD THAT INCLUDES A PHONE NUMBER

14. 12
The xAd/Telmetrics Mobile Path to Purchase Study
Though we’ve seen that both tablet and smartphone users are active when it comes to initial ad engagement.
User preferences by device ultimately affect the way an Auto-related purchase is completed. Smartphone users
are 5% more likely to engage with Auto coupons than tablet users, and from there, smartphone users are also
more likely to make an Auto purchase directly related to their ad engagement. Again demonstrating an overall
longer path to purchase, tablet users are 6% more likely to search even further online for information related to
an Auto advertisement.
MADE A PURCHASE RELATED TO VISIT ON APP/WEBSITE BY DEVICE
Regarding purchase activity, 50% of both smartphone and tablet users have made a purchase related to
their mobile app or website interaction. This means that whether the Auto purchase reflects an immediate need,
or it’s based on months of research, mobile Auto users are converting.
52%49%
yesno
48%51%
ACTIVITIES CONDUCTED AFTER ENCOUNTERING AN AUTO AD BY DEVICE
SMARTPHONE TABLET
11%
7%
12%
5%
4%
3%
7%
3%
6%
1%
13%
9%
7%
3%
5%
3%
8%
2%
12%
0%
I VISITED THE SITE THAT WAS ADVERTISED
I CONSIDERED BUYING THE ADVERTISED PRODUCT/SERVICE
I UTILIZED A COUPON/OFFER
I MADE A PURCHASE ON MY MOBILE DEVICE RELATED TO
THE PRODUCT/SERVICE
I MADE A PURCHASE ON A DESKTOP/LAPTOP COMPUTER
RELATED TO THE PRODUCT/SERVICE
I MADE A PURCHASE IN THE STORE RELATED
THE PRODUCT/SERVICE
I VISITED THE RETAILER THAT WAS ADVERTISED
I ENTERED A CONTEST OR SWEEPSTAKES
I LOOKED ONLINE FOR MORE INFORMATION
ABOUT THE ADVERTISED
I CALLED THE BUSINESS ADVERTISED
SMARTPHONE
TABLET

15. The xAd/Telmetrics Mobile Path to Purchase Study
13
How can Auto marketers capture a greater portion of mobile conversions? By giving mobile Auto users
targeted and timely information that provides them with real value throughout their Automotive-focused
interaction. For mobile Auto users, this means clear communication of location and price, as well as ad
targeting based on user search intent.
REASONS FOR MAKING AUTO-RELATED PURCHASE
AFTER VISITING APP/WEBSITE BY DEVICE (TOP 3)
67%
65%
SMARTPHONE TABLET
68%
62%
37%
23%
15%
10%
8%
6%
53%
62%
36%
19%
16%
28%
6%
11%
CLOSE TO MY LOCATION
FIT WHAT I WAS LOOKING FOR
RIGHT PRICE
BUSINESS HAD AVAILABLE TIME
HAD COUPON/GIFT CARD/CREDIT
FOUND DEAL THAT NEEDED IMMEDIATE ACTION
GOOD REVIEWS
MADE IMPULSE DECISION
RECOMMENDED BY FRIEND/FAMILY MEMBER

16. 14
The xAd/Telmetrics Mobile Path to Purchase Study
SUMMARY
As the final category researched in our Mobile Path to Purchase study this year, Automotive did not disappoint.
The Auto category is split between interaction at both the top and bottom of the sales funnel, while Travel
remained largely at the top and Restaurant user immediacy placed the category at the bottom. We found that
mobile Auto users occupy four distinct user profiles, each behaving differently as they interact with either vehicle
information or parts and service related subcategories. Needless to say this is not a one-size fits all category – not
across device, and certainly not between subcategories.. But by taking into consideration each unique user profile,
ad context, location, and user sense of immediacy, Auto marketers can effectively reach their mobile audiences –
propelling mobile branding efforts to the next level.
STUDY METHODOLOGY
The xAd/Telmetrics Mobile Path to Purchase Study was conducted in conjunction with Nielsen. The results
are based on data from an online survey of 1,500 U.S. smartphone and tablet users, as well as actual observed
consumer behaviors from Nielsen’s Smartphone Analytics Panel of 6,000 Apple and Android users. Data from
Nielsen’s Smartphone Analytics panel is included to supplement the survey results. Survey respondent totals are
as follows (none of which are mutually exclusive):
• Smartphone owners: 1,371
• Tablet owners: 738
• Restaurant users: 1,413
• Travel users: 931
• Automotive users: 674
TERMINOLOGY
Mobile Application/App: mobile content portal which does not require access via a mobile browser,
though does still require internet access to reach.
Mobile Website/WAP: mobile content source accessible via a mobile browser such as Google or Safari,which
requires internet access to reach.Desktop-accessible websites visited with a smartphone are then called mobile
websites.
Mobile Property: for the sake of this report,this refers to a combination of both applications and mobile
websites - as many large brands and businesses often have both available to consumers.
Local Directory Application/App: mobile content portal where users can search for businesses and information
regarding a specific location.These include Yodle,Superpages,and the like.
Local Directory Website: mobile content source where users can search for businesses and information regarding
a specific location,reachable via a mobile browser.These include Yellowpages.com,Local.Yahoo.com or the like.

17. The xAd/Telmetrics Mobile Path to Purchase Study
15
ABOUT THIS REPORT
xAd and long-time partner Telmetrics joined to produce this proprietary study designed to better
understand mobile activity among Travel, Restaurant, and Automotive users with the goal of more
effectively reaching these industry consumers with mobile search and display advertising. This third
installment from this multi-category research project, it focuses on mobile user behavior related
to the Auto category.
Additional study details and findings can be found at www.MobilePathtoPurchase.com. For questions
or to provide feedback, please contact us at 415.814.9837 or GetLocal@xAd.com.
ABOUT XAD
Since 2009, xAd has grown to become one of the largest mobile advertising networks in the U.S. and
the only one offering the ability to target ads using a combination of accurate location signal and search
context. Across its network, xAd aggregates and manages billions of monthly ad impressions from which it
derives the largest supply of location based advertising inventory in the market. For over a million national
and local advertisers, xAd delivers targeted mobile location@scale.
xAd is based in New York City with several satellite offices across the U.S and Internationally. For more
information, visit xAd.com.
ABOUT TELMETRICS
For more than 20 years, Telmetrics has been the call measurement industry leader. Telmetrics’ call
tracking solutions, which are available in North America and across Europe, enable marketers to evaluate
consumer phone response to ads by providing valuable ad feedback and consumer call intelligence.
With greater visibility into advertising performance across all media channels—digital, mobile, print and
more—media publishers, agencies and advertisers can optimize the media mix for higher quality lead
generation, resulting in increased revenues and a more complete picture of ROI across converging media.
For more information, visit Telmetrics.com.
ABOUT NIELSEN
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading
market positions in marketing and consumer information, television and other media measurement,
online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence
in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands.