Automotive in Europe

In this report, we examine online trends and behavioural patterns impacting the automotive sector, using multi-platform data from France, Germany, Italy, Spain, and the UK.

Some of the insights included in this year’s report include:

• Digital consumers in Spain were most likely to visit automotive sites or apps: 66% of the adult digital population did so in June 2018. Germany had one of the lowest ratios, at 48%. In absolute terms, the UK had the largest market, with 27 million individuals accessing an automotive site.
• Looking at seasonality, in most EU5 countries automotive audience size peaks during the period from March to May, with a rebound around November.
• In the month of June 2018, 43 million individuals visited a manufacturer site. In comparison, almost twice as many - 82 million - visited automotive resources sites that provide ancillary services, such as price quotes or specifications on car parts.
• The digital media preferences of heavy automotive website users vary widely between countries: in Germany for example, when compared to the average for all Internet users, a visitor to financial trading sites is 2.4 times more likely to be a heavy automotive website user; on the other hand, visitors to music entertainment sites are 12 percent less likely to be so.