10 THINGS YOU DIDN’T KNOW ABOUT AUTO TRADER
November 19th, 2007THE UK’S NO 1 MARKETPLACE FOR MOTORISTS
1. Auto Trader is no.1 motoring website visited by women in the UK, with 1,594,000 unique female visitors per month;
• 34% more women than eBay Motors (1,183,000)
• 227% more than MSN Autos UK (487,000)
• 288% more than Yahoo! Autos (410,000)
• 545% more than AOL Autos (247,000)
2. Auto Trader visitors are 40% more likely to have been early adopters of the internet
• 49% have been online since before 1999
• 60% of users own a laptop, with a further 9% planning to purchase one in the next 6 months
• 83% own a mobile phone with a camera
3. 36% have a household income of £40K+ and buy more clothes/jewellery, DVD’s, CD’s, toys, games, gifts, tickets for events and cars than their nearest rival.
4. Average spend online is £820 (compared to £628 for the total online population).
5. Auto Trader is the 2nd highest indexing site for men in the UK
6. Auto Trader is a route to market for one quarter of the UK online adult population (8 million unique users - ABCe audited)
7. Auto Trader has really sticky content:
• On average, visitors spend 12 minutes on the site per visit
• eBay Motors can only claim 3 minutes per visitor
8. Auto Trader is huge. It serves 525 million page impressions per month, with 77 million searches for cars and 8 million people looking for cars and motoring services.
9. Their audience is also interested in visiting chat rooms. At least 240,000 come to AutoTeader.co.uk from a chat room (Facebook, MySpace or Bebo) and 78,000 AutoTrader visitors go to Facebook
10. According to Hitwise, of all the top 20 terms within the automotive industry,
32% of the searches were for a Trader Media Group brand, e.g. Auto Trader, Ad Trader, Bike Trader. There were only 3.16% for eBay brands.
(*Sources: Comscore, Hitwise and Hitbox)
Auto Trader has positioned itself as the channel of choice for buying and selling a new and used vehicle, built on the combination of local targeting and comprehensive national coverage and can be accessed via its magazine, website and WAP media.
- Ends -
Notes to Editor:
• AutoTrader.co.uk has been voted amongst the top 10 most trusted online brands, reliable websites and best websites to visit* according to The eSuperbrands Council – experts in marketing, managing, creating or reviewing Internet brands. (*Source: eSuperbrands 2006)
• With 13 regional Auto Trader magazines across the UK and the Republic of Ireland, the brand is building a competitive position across all effective channels including print, the web and WAP.
• Auto Trader is owned by Trader Media Group, which also publishes market leading niche titles such as Top Marques, Bike Trader, Truck & Plant Trader, Ad Trader, Motorhome and Caravan Trader, Boats and Yachts for Sale, Boat Trader , Farmers Trader, Auto Freeway, TNT magazine – all with the largest reach in their sectors, through magazine readership and web visitors.
• Trader Media Group publishes over 70 titles every week with a combined circulation of 1.5 million and has leading websites for its top titles.
• Trader Media Group, a division of Guardian Media Group, employs over 3,900 people across 40 locations in the UK, Ireland, Holland, Italy and South Africa. The Group is looking to expand on its winning formula - developing a car supermarket and one-stop-shop for motorists; giving trade customers the opportunity to choose all effective channels to market; building the service and relationship with dealers and manufacturers; and strengthening its portfolio of automotive and specialist classified titles.
For further information, please contact:
Karen Hughes/Caroline Burnell
The Drum Consultancy
Tel: 020 7025 8044
Fax: 020 7025 8100
Email: karenh@drumbeat.co.uk
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