Most car buyers continue to visit multiple online classified marketplaces or car search websites as they narrow down their target list, according to Motors’ new Digital Touchpoints Survey.
Its findings, based on a study of 3,000 active car buyers by independent researchers Insight Advantage, identified that younger buyers are the most active online car searchers led by those aged 25-34 (28%) and 35-44 (26%), with buyers under 44 tending to be the most active users of car search websites for used cars.
Conversely, older buyers (over 45) are more likely to choose dealer and manufacturer websites for new cars.
The average buyer spends 48 days in the buying process and visits four car search websites.
However shoppers seeking a nearly new car aged less than two years old are quicker, taking 41 days on average.
Women typically spend longer than men (54 days vs 43 days), and younger buyers aged 25-34 are the fastest decision-makers.
When it comes to searches for used cars by fuel type, the focus for nearly two-thirds of buyers is on internal combustion engine (ICE) vehicles with petrol at 44% and diesel at 20%.
Interest in hybrids is strong at 22%, ahead of EVs at 14%.
Yet those searching for EVs take the longer, 52 days typically, perhaps due to the extra research involved. This is a week longer than people seeking a diesel car, and three days longer than buyers wanting a petrol or hybrid.
“The latest Digital Touchpoints Survey shows how buyers continue to choose not to lock into a single car search website, preferring to see the vehicle they are interested in being advertised on different platforms,” said Lucy Tugby, marketing director of Motors.
“We know from our conversations with dealers that multisite advertising builds assurance and trust through transparency as listings can be compared on a like-for-like basis.”
She said the findings highlighting the importance of ensuring dealerships keep their classified car listings kept up-to-date and constantly review prices to keep cars attractive to potential customers.
Motors has recently relaunched the Cazoo brand, which it acquired in 2024, and has positioned it to be its main challenger to market leader Auto Trader due to the consumer awareness of the brand generated when its previous owners spent millions of pounds marketing it as an online car retailer.
The relaunch of Cazoo coincided with the point when Auto Trader implements its annual price increase for its dealer customers.