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New car buyers drive web traffic with Carsales in pole position

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

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.”

For comments or more information about Roy Morgan Research’s automotive data please contact:
David McLeod, Account Director
Office: +61 (03) 9224 5370
David.McLeod@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2