Automotive: The average buyer uses at least four car search sites prior to purchase
- InsightTrendsWorld
- Apr 16
- 7 min read
Why it is the topic trending:
Insights into Car Buying Behavior: The article presents findings from a new survey about how consumers search for and purchase cars in the UK.
Emphasis on Digital Touchpoints: The survey focuses on the use of car search websites and the online car buying journey.
Evolution of Search Habits: The research compares current car search behavior to past trends, showing an increase in the number of sites used.
Time Investment in Car Buying: The survey highlights the significant amount of time consumers spend researching before making a purchase.
Differences Across Demographics and Fuel Types: The article points out variations in search behavior based on age and the type of vehicle being considered.
Overview: The article discusses the findings of MOTORS’ new Digital Touchpoints Survey, which surveyed 3,000 active car buyers in the UK to understand their purchasing plans. The research found that the average buyer uses at least four car search sites and spends 48 days on the buying process. This indicates a continued trend of buyers utilizing multiple online platforms rather than sticking to a single website. The survey also revealed that younger buyers are the most active online car searchers, while older buyers prefer dealer and manufacturer websites for new cars. Interestingly, interest in hybrid vehicles is currently stronger than interest in fully electric vehicles among those surveyed. Electric vehicle searches tend to take the longest amount of time.
Detailed findings:
The average car buyer in the UK uses four car search sites prior to purchase, a slight increase from 3.5 sites in 2021.
Buyers spend an average of 48 days on the car buying process.
95% of in-market decision-makers used car search websites in March.
Younger buyers, particularly those aged 25-34 (28%) and 35-44 (26%), are the most active online car searchers.
Buyers under 44 are the most active users of car search websites for used cars.
Older buyers (over 45) are more likely to use dealer and manufacturer websites for new cars.
Nearly two-thirds of buyers focus on internal combustion engine (ICE) vehicles (petrol 44%, diesel 20%).
Interest in hybrids is strong at 22%, ahead of electric vehicles at 14%.
The longest search times are for EVs (52 days), followed by hybrids and petrol (49 days), and diesel (45 days).
The average search time for new cars is 50 days, and for used cars is 51 days.
Searches for nearly new cars (under two years old) take an average of 41 days.
Key takeaway: UK car buyers in 2025 are increasingly using multiple car search websites and spending a significant amount of time (around 48 days) researching their purchase, with younger demographics being the most active online and a current preference for ICE and hybrid vehicles over fully electric.
Main trend: The Continued Reliance on Multiple Digital Platforms for Car Research
Description of the trend (please name it): The Four-Screen Car Shopper. This trend describes the established and sustained behavior of car buyers in the UK who, on average, utilize at least four different car search websites as part of their research process before making a purchase. This indicates a deliberate strategy to gather information from various sources, compare listings across platforms, and avoid relying on a single online marketplace in their quest for a new or used vehicle.
What is consumer motivation: Consumers are motivated by the desire to make an informed and confident decision when purchasing a car, which is often a significant financial investment. Using multiple search sites allows them to:
Compare Prices: See how different dealers or sellers are pricing similar vehicles.
Explore a Wider Inventory: Different platforms may have different listings.
Gather More Information: Read reviews, compare specifications, and see different perspectives on vehicles.
Increase Trust and Transparency: Seeing a car listed on multiple reputable sites can build assurance.
What is driving trend:
Accessibility of Online Car Search Platforms: Numerous websites and apps are dedicated to car listings.
Increased Consumer Savviness: Buyers are more comfortable using online tools for research.
Desire for the Best Deal: The internet facilitates price comparison.
Transparency Expectations: Consumers expect to be able to easily compare vehicles and prices.
What is motivation beyond the trend: Some buyers might also enjoy the research process or find it helps them better define their needs and preferences.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle): The article refers to active car buyers in the UK. It specifically highlights that younger buyers (under 44) are the most active online car searchers, particularly for used cars, while older buyers (over 45) tend to prefer dealer and manufacturer websites for new cars. The survey includes a broad range of individuals intending to purchase vehicles, suggesting a variety of income levels and lifestyles are represented.
Conclusions: Car buyers in the UK in 2025 are consistently using multiple digital platforms to conduct their research, indicating a well-established online-first approach to car shopping.
Implications for brands:
Car Search Websites: Should strive to provide comprehensive and user-friendly platforms that encourage repeat visits.
Car Dealers: Need to ensure their listings are present and up-to-date on multiple popular car search sites to reach a wider audience.
Automakers: Should also consider listing their inventory on third-party sites in addition to their own websites to maximize visibility.
Implication for society: This trend reflects the increasing digitalization of the car buying process and the importance of online platforms in this major consumer market.
Implications for consumers: Buyers have access to a wealth of information and a wide selection of vehicles online, empowering them in their purchasing decisions.
Implication for Future: "The Four-Screen Car Shopper" trend is likely to persist, with digital platforms remaining central to the car buying journey. We might see further evolution in how consumers navigate these multiple sources.
Consumer Trend (name, detailed description): The Multi-Platform Car Researcher (UK). This trend describes UK consumers who routinely consult several different online car search platforms during their vehicle purchasing journey, demonstrating a preference for cross-referencing information and exploring a diverse range of listings before making a decision.
Consumer Sub Trend (name, detailed description): The Used Car Digital Navigator (Younger UK Buyers). A segment of the Multi-Platform Car Researcher, particularly buyers under 44 years old, who heavily rely on car search websites to find used vehicles.
Big Social Trend (name, detailed description): The Ubiquitous Role of Digital Platforms in Consumer Decision-Making: Consumers across various industries increasingly turn to multiple online sources for research and comparison before making purchases.
Worldwide Social Trend (name, detailed description): The trend of using online resources for car shopping is prevalent in many developed countries.
Social Drive (name, detailed description): The Desire for Information, Comparison, and Confidence in High-Value Purchases: Consumers want to feel well-informed and secure in their decisions, especially when making significant investments like buying a car.
Learnings for brands to use in 2025 (bullets, detailed description):
Car buyers in the UK use an average of four search sites.
Younger buyers are particularly active online.
Multisite advertising builds trust.
Listings need to be up-to-date with constantly reviewed prices.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Car dealerships should ensure their listings are present and accurate on multiple popular car search websites.
Regularly update listings with current pricing and vehicle information.
Final sentence (key concept) describing main trend from article: "The Four-Screen Car Shopper" illustrates the continued reliance of UK car buyers on using multiple digital platforms as a key part of their vehicle research process.
What brands & companies should do in 2025 to benefit from trend and how to do it: In 2025, car dealerships and automakers in the UK should leverage "The Four-Screen Car Shopper" trend by:
Ensuring their vehicle inventory is comprehensively listed and accurately represented on a variety of popular car search websites to maximize visibility among potential buyers.
Implementing strategies for regularly updating their online listings with the most current information, including pricing, availability, and vehicle details, to maintain consumer trust and engagement.
Final note:
Core Trend: The Four-Screen Car Shopper: Continued reliance on multiple digital platforms for car research.
Core Strategy: Ensure Comprehensive and Updated Listings Across Multiple Platforms: Reaching buyers where they are actively searching.
Core Industry Trend: The Dominant Role of Digital Research in the Automotive Purchase Journey: Online platforms are integral to how consumers buy cars.
Core Consumer Motivation: Desire for Information, Comparison, and Confidence in a Major Purchase: Using multiple sources to make an informed decision.
Final Conclusion: The sustained use of multiple car search sites by UK buyers underscores the importance of a strong and consistent online presence for dealerships and automakers, as the digital space remains the primary research tool for consumers in the market for a vehicle.
Core Trend Detailed: The Four-Screen Car Shopper
Description: The Four-Screen Car Shopper trend describes the established and sustained behavior of car buyers in the UK who, on average, utilize at least four different car search websites as part of their research process before making a purchase. This indicates a deliberate strategy to gather information from various sources, compare listings across platforms, and avoid relying on a single online marketplace in their quest for a new or used vehicle.
Key Characteristics of the Trend (summary): UK car buyers consistently use an average of four different car search websites during their research process before purchasing a vehicle.
Market and Cultural Signals Supporting the Trend (summary): MOTORS’ new Digital Touchpoints Survey found that the average buyer visits four car search sites, with 95% of in-market decision-makers using these websites. This number has remained steady since 2023, showing sustained behavior.
How the Trend Is Changing Consumer Behavior (summary): Consumers are demonstrating a preference for comprehensive online research by utilizing multiple platforms to compare vehicles, prices, and gather information, indicating a strategic and informed approach to car buying.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs: Car search websites need to provide user-friendly and comprehensive platforms. Car dealers and automakers must ensure their listings are widely distributed and up-to-date across multiple sites.
For Retailers: Car dealerships need to prioritize a strong online presence across various platforms to reach potential buyers effectively.
For Consumers: Buyers have access to a wide array of information and inventory, empowering them to make more informed purchasing decisions.
Strategic Forecast: "The Four-Screen Car Shopper" trend is likely to persist, with digital platforms remaining central to the car buying journey. We might see further evolution in how consumers navigate these multiple sources.
Final Thought: "The Four-Screen Car Shopper" illustrates the continued reliance of UK car buyers on using multiple digital platforms as a key part of their vehicle research process.
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