In the UK, 1.7 Million Mobile Subscribers Consumed Automotive Content on Mobile Devices

In the United Kingdom, mobile auto consumers follow a demographic profile similar to the U.S. audience, as almost 60 percent of mobile auto consumers in the UK are between the ages of 18 and 34. In addition, mobile auto consumers over-index for higher household income levels (in both the £65,000 - <£75,000 and £75,000+ income segments) compared to the total mobile audience.
Mobile consumers in the UK accessed mobile auto content at a similarly high rate as the U.S. audience, with 32 percent of users accessing mobile auto content once a week and a sizeable 17 percent accessing this content once a day. While more than half of the UK mobile auto audience accesses content through a mobile browser, 30 percent report making use of apps – a rate higher than in the U.S.
For more insights on the mobile automotive industry, please visit Millennial Media to download a copy of the report at http://www.millennialmedia.com/research/mobile-intel/.
Note: The Comscore MobiLens survey used in this study reports on primary handset usage. This data shows a three month average ending in June 2011 for users age 13 and older.