Mobile will be the dominant platform to reach US millennials for the foreseeable future. Millennials used mobile phones 2.5 times more than non-millennials during the car shopping process, according to a 2012 Morpace and AutoTrader.com study. Top informational mobile activities included getting pricing, finding classified listings, locating a dealer, looking up specs and reading reviews.
And while it is important for marketers to keep up with new platforms, social sites are teeming with enough potential young consumers to drive banner years for any brand. Digital video has earned a good deal of automotive investment, as it tends to attract millennial-heavy audiences. Read the rest at eMarketing.