Press release

All-time record for consumer interest in car buying says Auto Trader

All-time record of cross-platform visits to Auto Trader in January with 58 million

  • All-time record of visits to Auto Trader in January with 58 million cross-platform visits
  • Car buyers are 59% more confident in being able to afford their next car than they were a year ago

January 2020 was a record month for car buying visitors to the UK’s leading digital automotive marketplace. Auto Trader saw 58 million cross-platform visits, up 5% compared to the previous record held in March 2019. As well as impressive visitors numbers, in January the business neared 14 million total downloads of its mobile app.

An average of 213 hours was spent every minute on Auto Trader in January, with 259 million full page advert views of new and used vehicles. This indicates retailers had a huge opportunity to sell cars faster across the month. Despite the SMMT announcing new car registrations were down last month, anecdotally retailers have seen increased foot fall and order take and anticipate a positive first quarter for the year.

Demand was up on Auto Trader year-on-year in January for vehicles of all fuel types too; diesel by 4%, petrol by 7%, alternatively fuelled vehicles (AFVs) by 72% and EVs by 110%. With demand increasing, prices are stabilising; while like-for-like (taking into account the difference in vehicles entering and leaving the market) prices were down -3%, the speed at which prices are decreasing is slowing, indicating prices are more resilient that they have been previously. The average price of an advertised used car in January was £13,557 compared to £12,960 in the same period last year.

General consumer confidence rose last month, according to GFK’s Consumer Confidence Index. This was supported by Auto Trader research among car buyers which revealed that 59% felt more confident in January in being able to afford their next car than they did a year ago.

The rise in consumer confidence, coupled with the impending changes to vehicle excise duty poses a solid opportunity for retailers to sell more cars in the first three months of this year.

Ian Plummer, Commercial Director at Auto Trader comments:

Following the general election in December and now that the light is starting to shine through the Brexit tunnel, it seems that the market is stabilising and hopefully will continue across Q1 and beyond. With increased consumer confidence too, retailers have a great opportunity to convert sales this quarter, particularly when audiences are so high on our marketplace.

“Retailers are more confident too. Many of our retail partners have told us they’re feeling optimistic about 2020 and this is seen this through the volumes at auctions. Auction groups announced that in January weekly and day sales records were broken, this positive demand in the wholesale sector further confirms that retailers are experiencing higher levels of retail activity.

“Now’s a particularly good time for retailers; demand for electric vehicles skyrocketed after the government’s announcement to ban diesel and petrol cars in 2035, and retailers can use this time to capitalise on the car tax changes which come into effect on 6th April. Consumers could be left paying significantly more for tax on new cars – as much as £960 more for some models – so they’ll have the impetus to buy new cars this quarter.”

About the Auto Trader Retail Price Index

The Auto Trader Retail Price Index is published monthly and provides an overview of the latest price and search data from our marketplace. Our team of data scientists monitor over 1.9 million vehicles each day, including 90,000 vehicle updates and an average of 19,000 vehicles added or removed from Auto Trader. Coupled with data from circa 450,000 trade car listings every day, as well as additional retailer forecourts and website data (OEM, fleet and leasing disposal prices and pricing data from over 3,000 car dealership websites and data from major auction houses across the UK), ensuring the Index is an accurate reflection of the live retail market.

About Auto Trader

Auto Trader Group plc is the UK and Ireland's largest digital automotive marketplace. Auto Trader sits at the heart of the UK's vehicle buying process and its primary activity is to help vehicle retailers compete effectively on the marketplace in order to sell more vehicles, faster. Auto Trader listed on the London Stock Exchange in March 2015 and is now a member of the FTSE 100 Index.

The marketplace brings together the largest and most engaged consumer audience. Auto Trader has over 90% prompted brand awareness and attracts circa 50 million monthly cross platform visits each month, with over 70% of visits coming through mobile devices.

The marketplace also has the largest pool of vehicle sellers (listing around 450,000 cars each day). Around 80% of UK automotive retailers advertise on autotrader.co.uk.

Have you registered for tomorrow's webinar yet? Don't miss the chance to hear the latest market insights as well as invaluable information regarding distance selling from Peter Stonely, a specialist in Trading Standards law. Sign up for free here: https://t.co/oixBF5X1Q9 https://t.co/JdoFxzgUHq
During the #QueensSpeech on Sunday, during which circa 24 million people tuned in to hear her inspiring message around #COVID19, we saw a dramatic dip in ad views across our platforms. https://t.co/Pb3VhYBBLm
During the #Queen's address to the nation on #COVID19 last night, we saw a dramatic dip in ad views across our platforms. It's no surprise, as her broadcast attracted an audience of close to 24 million people. https://t.co/VEXZJelr5S
Here's a snapshot of what we covered during our last #COVID19 webinar. This week (10am Weds.) we'll be joined by Jacob Freshwater of Fresh Motors & trading standards law specialists, @StonelyTraining, as we discuss distance selling. Register for free here: https://t.co/oixBF5X1Q9 https://t.co/MfRnNZMMdo
The latest data from the @SMMT shows the #newcar market was down 44.4% in March. However, our market observations do offer a more reassuring picture for the future, as people are still actively looking for their next car. Read @IanJPlummer's view here https://t.co/uOmDKIAQSs https://t.co/WquwxioqDG
Thanks to everyone who joined today's OEM & new car webinar, we hope you found the insights useful incl. the latest consumer audience analysis from @Sophus3's @ByPatrickFuller & our own @nchking. If you weren't able to tune in live, you can catch up here: https://t.co/Oivjw6SymZ https://t.co/xCbLwZWzFE
Thanks to everyone who joined today's webinar we hope you found the insights useful incl. the latest consumer audience analysis from @Sophus3' @ByPatrickFuller & our own Retail Insight Director @nchking.I f you weren't able to watch live, catch up here https://t.co/Oivjw6SymZ https://t.co/xCbLwZWzFE
Forget #joewicks! Here's the first of our Digital Retailer Workouts with @MarcThornboroug. Designed to help #cardealers build a healthy #salespipeline for when things return to normal. Stay tuned for future Retailer Workouts! Watch now - https://t.co/Gx5D85ImnM https://t.co/C16uyggHBO
Just under an hour left to register for our latest #webinar! Remember to register even if you can't listen live as we will still send you the recording. https://t.co/2Aph0wJ0wj #automotive #insight https://t.co/3dvzd8ctmA
Discover what we are doing to keep #consumers engaged with our platformin order to help #cardealers build their #salespipeline in our latest blog post from our COO Catherine Faiers - https://t.co/t4Sv4m9YjB #cornonavirus #consumerbehaviour https://t.co/7LTGzvyJSN

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

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