September 25, 2018 - comScore Whitepaper

Automotive in Europe

Alex Gevers
Regional Marketing Manager

53% of the EU5 digital population accessed an automotive site or app in June 2018. Most of the online activity is generated by 'heavy users', who represent 20% of the automotive audience but account for 86% of the total time spent on automotive sites.

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.