Mobile ad network Mojiva has revealed the scale of the mobile advertising opportunity for automotive companies in its latest Mojiva Mobile Audience Guide (MAG). Mojiva’s study was conducted in association with market research firm InsightExpress, which polled more than 200 random US users on the Mojiva network between January and March 2012.

According to the latest MAG research, 50 per cent of respondents expressed interest in using their mobile phone to research buying or leasing a vehicle. When in the market to buy or lease a new vehicle, 47 per cent of consumers said that they would find mobile ads containing deals or offers most valuable to them.

Mojiva says the study shows that there is a great opportunity to target vehicle shoppers on their mobile devices, as consumers will use their devices to research information about buying or leasing a vehicle. 36 per cent of consumers plan to buy a car in the next 12 months, while an additional 5 per cent plan to lease one in the same timeframe. 21 per cent of consumers are open to mobile ads that provide features and benefits of the vehicle, and/or the ability to sign up for deals, offers and future communications. 57 per cent of consumers would browse a website or play a game as a result of seeing a mobile ad. And 38 per cent of consumers would request more information as a result of seeing a mobile ad on their phone

“The results of this study should speak volumes to auto brands and the agencies that represent them,” says Amy Vale, vice president of global research and strategic communications at Mojiva. “Not only do a third of consumers surveyed plan to purchase a vehicle within the next 12 months, but more than half of them would use their mobile devices as part of their research process. This provides brands with a tremendous opportunity to reach their target consumers with ads, during the buying process, that are likely to influence their decisions.”

You can access the full results of the study here.