Automotive Inspire. Industry & Car Leasing Analysis. Report title Month Year

Transcription

1 Automotive Inspire Industry & Car Leasing Analysis Report title Month Year

2 Inspire: Automotive Industry Key Takeaways Annual number plate changes are standard practice in the UK with new registration plates being released in March and September. The Society of Motor Manufacturers and Traders (SMMT) have announced that new car registrations in the UK set a record for September. 462,517 cars were registered as buyers took advantage of a range of competitive deals on the latest 65 plate. This Inspire used both Hitwise and AudienceView to provide the following insights: 1. Visits to the Automotive Industry increased over 26% over past three years 2. In September over 50% of traffic to the Automotive industry was from a mobile device and over 43% of referrals were via search 3. Search variations of lease increased over 70% from September Industry Overview Visits to Automotive Industry Increased 26% over past three years Monthly Total Visits to the Automotive industry increased 26% from September 2012 to September Visits to the industry decline in December each year and pick up in January after the Christmas period. Visits have peaked for the past three years in March with the release of new plates. However, trending shows that visits are higher in August than September as the impact of the release of new plates is less apparent as consumers potentially carry out their research earlier. Search Engines were the greatest referring source of traffic to the Automotive Industry during September 2015, representing over 44% of all upstream traffic. The most visited dealerships for the month of September 2015 included; Arnold Clark (1.8m), Evans Halshaw (1.7m) and Motorpoint (1.1m). 50% of visits came from a mobile device, highlighting its importance as a channel for this industry. 4. Car leasing, lease cars, personal car leasing, car lease and contract hire and leasing were the most popular searches 5. The audience behind car leasing searches were more likely to be: % vs. the online population 4 Weeks ending 26 th September Male (26%) Aged (41%) Live in Wales (32%) 40-55k Household Income (70%) Visit the Sports industry online (47%) Visit the Travel industry online (33%) Report title Experian Marketing Services 2

3 Search Analysis Lease searches increased over 70% from weeks ending 26 th September, some of the top referring generic key-phrases to the Automotive Industry were: cars for sale, used cars, car valuation, car leasing and private number plate. Variations of leasing increased over 70% year on year, from September 2012 to September The graph below shows the seasonality of Searches for leasing charted week on week. Clear spikes can be identified around the launch of new number plates with Searches at their highest after the most recent launch, week ending 26 th September The most popular variations of lease 4 weeks ending 26 th were: car leasing (4.11%), lease cars (1.52%), personal car leasing (1.40%), car lease (1.16%) and contract hire and leasing (1.02%). The greatest vehicle demand was for cars with 32.20% of Searches, followed by van (4.15%). Van leasing was the top van variant and ranked seventh overall for search demand. For the most popular term car leasing some of the top websites to receive traffic were; Nationwide Vehicle Contracts (19.19%), Ukcarline.co.uk (13.15%), What Car? (11.46%), Hippo Vehicle Solutions (7.19%) and Contract Hire & Leasing (6.32%) Search Demand: Variations of leasing Week ending 29 th December 12 Week ending 26 th September 15 Top Manufacturer Related leasing Searches 4 Weeks ending 26 th September Golf R lease Ford lease deals 15 Plate Launch (Mar-15) 65 Plate Launch (Sept-15) Mercedes lease Seat Leon lease Audi lease Report title Experian Marketing Services 3

4 Audience Analysis: Who sits behind car leasing searches? Using AudienceView we can gain rich insight into the audience that sits behind searches for car leasing. Creating a bespoke audience segment containing users who performed the top car leasing variants, 4 weeks ending 26 th September, highlights the market size of this segment in the UK was 40,772. When compared to the online population, consumers searching were: o 26% more likely to be male o 41% more likely to be aged o 70% more likely to have 40-55k Household Income o 32% more likely to be from Wales This information can be used to tailor your marketing messages to ensure communications resonate. This audience segment was also 47% more likely to visit the Sports Industry and 33% more likely to visit Travel. Find out more about your target audience by learning where else they go online and use this to inform your media planning strategy. Within the Automotive > Classifieds industry these websites over-indexed for visits: Parkers (46%) Auto Express (44%) and What Car? (x3.5). Use this data to guide which sites to advertise with by taking into account the size and quality of their audience for your specific offering. Region Household Income Gender gment 24-40k 40-55k > 55k < 15k 15-24k Age 25-34yrs 35-44yrs 18-24yrs 45-54yrs 55yrs+ Report title Experian Marketing Services 4

5 7 old town Experian Marketing Services Clapham 29 Broadway, New York, NY London SW4 experian.com/marketingservices 0JT Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners. May 2015