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Content Sells Cars

Insights into the power of automotive content

New car buyers are information hungry

47M+

Upstream and downstream visits

Between CarAdvice and OEM/Classifieds/Dealer sites

Source Hitwise - 90 days ending June 28, 2018

58%

of CarAdvice readers visit manufacturer sites

77%

of CarAdvice readers visit classified sites

44%

of CarAdvice readers visit dealer sites

87%

of CarAdvice readers visit finance & insurance sites

Source Hitwise - 90 Days ending June 28, 2018

On the purchase journey

19

Average no. of visits to dealer sites by a CarAdvice reader

22

Average no. of visits to manufacturer sites by a CarAdvice reader

44

Average no. of visits to classifieds sites by a CarAdvice reader

Source Hitwise - 90 Days ending June 28, 2018

Content drives retail outcomes

200,118

The number of unique CarAdvice readers who also visited a "Find a Dealer" or "Book a Test Drive" page on an OEM site

Source Hitwise - 90 days ending June 28, 2018

+51%

Over half of the people who visited the "Book a Test Drive" or "Find a Dealer" pages on the Honda, Nissan and Mitsubishi websites, also visited CarAdvice

Source Hitwise - 90 days ending June 28, 2018

Editorial content ticks all the boxes

Car purchasing is a constant battle of two opposite emotions

Source Kantar Consulting - Ethnographic Intertviews 2018

Fuelling
Desire

Reducing
Apprehension

Apprehension is real

75%

of respondents don't consider themselves to be car enthusiasts

Source Deloitte 2018 Survey n=1000

So comfort is sought

94%

of respondents said written reviews were important in helping them find out about new cars

Source Deloitte 2018 Survey n=1000

Fuelling
Desire

Content
Classifieds
OEMs & Dealers
Associations

vibrant

Shares the latest to motivate and maintain the reward / dream

involving

Relatable and real, showing they understand individual needs

trusted

Unbiased, objective information that is not salesy or directive

useful

Succinct information that is easy to understand but detailed

Reducing
Apprehension

The path to purchase is no longer linear

Automotive decisions are firstly emotive and secondly supported by facts, opinions and logic

The Real Path to Purchase

Hover over each colour to reveal more information below

Desire

Aspiration

The "What car do I want?" moments

Logic

Rationalisation

Is it the right car for me?

Exploration

Are there other cars I should be considering?

Validation

Do other people think this is the right car for me?

Where CarAdvice Applies

Aspiration

Image/Lifestyle/Pride

Video Creation

Stills Production

Audio & Podcast

Rationalisation

Price/Economy/Warranty

Reviews

Comparisons

News

Exploration

Needs Match

Top 5

Lifestyle / Culture

New Car Calendar

Validation

Reliability/Liveability/Drivability

Expert Reviews

Owner Reviews

Long Term Reports

Spec Comparison