DEARBORN, Mich. –

Results from a new study from FordDirect show that consumers are sitting up and paying attention to advertising in the digital space. And many of these shoppers are turning toward mobile devices for their auto shopping needs.

The results of its Automotive Digital Advertising Survey show the growth of digital advertising channels and its impact on consumer behavior when purchasing a vehicle.

FordDirect offered the following example: After viewing an online ad, more than 60 percent of consumers purchased a vehicle after contacting a dealer. 

"To successfully reach consumers, dealers must participate in the channels consumers prefer, and with the rapid growth of mobile adoption and use of social media in daily life, it's clear this is online," said Stacey Coopes, chief executive officer for FordDirect. "The results of this study support the need to increase focus on digital and social media advertising because of its market potential."

The study also showed that more and more consumers are switching over to mobile for their shopping needs.

More than 40 percent of the respondents have conducted research on a dealership through their mobile devices.

And among those respondents, 54 percent of them looked for deals or promotions.

Not only are an increasing number of shoppers using mobile devices for their auto shopping needs, but the study also found that mobile advertising is very effective.

Forty-six percent of respondents are likely to click a dealer’s mobile ad when browsing through their mobile devices.

The study, conducted in December, gathered responses from more than 1,100 vehicle owners to understand consumers' attitudes and reactions toward different types of automotive advertising, specifically digital, social and mobile.