Almost 2 in 3 Australian drivers intending to buy a new car within the next 12 months visit automotive sales and research websites, the latest data from Roy Morgan Research shows.
In the year to July 2014, over half (55%) visited at least one manufacturers’ website within a six month period. Of the websites offering automotive news, analysis and classifieds, Carsales has maintained a clear lead, with 1 in 3 imminent buyers visiting—more than double the proportion visiting second-placed Carsguide (14%). Drive is now third (12%), having overtaken CarPoint (5%) in 2011.
% of New Car Intenders (within next 12 months) who currently drive visiting auto websites:
Source: Roy Morgan Single Source August 2001 – July 2014; average annual sample = 669 Australian drivers 14+ who intend to buy a new car within the next year
Jordan Pakes, Industry Director – Automotive, Roy Morgan Research, says:
“The majority of Australians who plan to buy a new car in the next year have checked out at least one manufacturer’s website, an increase of more than 63% in the last decade.
“When it comes to Auto sites offering news, reviews & classified ads, in 2006 each of the majors shared similar levels of visitation. Since then Carsales has extended its lead as the most visited auto website among imminent new car buyers, with News Corp’s Carsguide and Fairfax’s Drive each maintaining a strong presence.”
"In terms of what they are doing online, the majority of potential buyers are checking out vehicle features and prices.”
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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