Comscore’s 2018 “Automotive in Europe” Report Shows 53 percent of the EU5 Digital Population Accessed an Automotive Website or App in June 2018
Sites that provided ancillary services, such as price quotes or specifications on car parts, drew traffic from 82 million digital consumers – nearly twice the size of car manufacturer digital audiences.
London, UK, September 25, 2018 – Comscore a trusted currency for planning, transacting and evaluating media across platforms, today announced the release of its 2018 “ Automotive in Europe” report, which uses multi-platform data from five European countries (France, Germany, Italy, Spain and the UK) to highlight online trends impacting the automotive sector in Europe, outlining key differences in consumers’ behavioural patterns.
While over half of all EU5 digital consumers visited automotive sites in June 2018 and spent on average of 33 minutes per person, the numbers varied widely between countries: 66 percent of the adult digital population in Spain did so, while that proportion was 48 percent in Germany. In absolute terms, the UK had the largest market, with 27 million individuals accessing an automotive site.
“Executives in the automotive industry will be pleased to hear that aggregate traffic to automotive sites and apps remains robust” said Guido Fambach, senior vice president, EMEA at Comscore. “Car manufacturers are dealing with innovations – from autonomous vehicles to ride-sharing – which challenge their traditional business models, yet consumers in Europe remain faithful – for now. This report provides valuable information to help car manufacturers cement the relationship with their most valuable audience further.”
Insights included in the report include:
- Looking at seasonality, in most EU5 countries, automotive audience size peak during the period from March to May, with a second rebound around November.
- 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.
To download a copy of Comscore’s 2018 “Automotive in Europe” report please visit www.comscore.com/Automotive-in-Europe.
Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, please visit Comscore.com.