AUTO TRADER GROWS ITS SHARE OF FEMALE CONSUMERS
January 9th, 2008Auto Trader, the UK’s no 1 motoring website and magazine, has grown its share of female Internet users and is now visited by 1,634,000* women, reaching more of this audience than sites like Handbag.com, HelloMagazine.com and Confetti.co.uk. (*Source: Comscore November 2007).
With a total female audience of over 1.9 million* across all multi media channels including the weekly magazine, Auto Trader reaches a massive number of women who share the same socio-economic profile of top female sites. (*Source: Comscore November 2007/NRS Q3 2007)
Fig. 1: ABCe Top 5 women’s lifestyle websites*:
Website No. of Users Rank
iVillage.co.uk 3,496,759 1
AutoTrader.co.uk 1,634,000 -
HelloMagazine.com 1,048,807 2
Handbag.com 1,452,290 3
Confetti.co.uk 729,061 4
GetLippy.com 421,103 5
*Note: This table highlights Auto Trader’s online positioning versus ABCe’s Top 5 women’s lifestyle websites
Auto Trader has been steadily growing its share of the UK’s female car buying market. Nearly 38% more female unique visitors visit Auto Trader than eBay Motors (1,177,000), 353% more than MSN Autos UK (360,000), 607% more than Yahoo! Autos (231,000) and a massive 872% more than AOL Autos (168,000)*. (*Source: Comscore November 2007).
Auto Trader’s research* shows that 42% of female users of Auto Trader have a household income of £30,000 plus, a third of whom spend on average 30 minutes on the Auto Trader site per visit. (*Source: Auto Trader/e-Digital Research survey, December 2007).
Naomi Lay, Head of Display Advertising at Trader Media Group commented: “There is a perception that Auto Trader has a purely male audience but we also have a huge female audience which our advertisers can take advantage of. Our research shows that our female visitors not only search for health and beauty, food and drink and fashion products online, but they also purchase them online. * (*Source: BMRB Q2 2007).
“We provide a cost-effective channel to market for female-focused products and services and are already carrying display advertising for Sheila’s Wheels and Tesco Mobiles, who wanted to specifically target women. Peugeot and Mitsubishi have also used Auto Trader to target women.”
Now in the top 50 most visited sites in the UK, Auto Trader is a route to market for one quarter of the UK online adult population, with over 8 million users*, who each spends an average of 12 minutes on the site per visit. Auto Trader attracts a massive audience of car buyers looking to purchase cars across all segments and serves 525 million page impressions per month, with 77 million searches for cars. (*Source: ABCe March 2007, Comscore November 2007).
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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