New Carsales Study Shows Big Changes In Aussie Car Buying Habits Over Past Four Years
Carsales has today released an in-depth study into the shifting habits of Aussie car buyers, and what lies ahead for researching and purchasing new vehicles.
The online marketplace teamed with consumer research specialists, Ipsos, to revisit its ‘The Journey to Vehicle Ownership’ studies from 2013 and 2017, and compare results with those recorded since, particularly during the past year’s unprecedented business conditions.
The study found:
- The car buyer of 2021 is more informed, more confident and has done their research before arriving at the dealership.
- The journey has extended from 2.7mths in 2017, to 7mths in 2021 (including the phase where they take ownership of the car), with more touchpoints to help them visualise life with the car; · Finance and Insurance are considered earlier in the journey than 2017.
- Openness to the concept of purchasing a vehicle entirely online has significantly increased from 57 per cent of respondents in 2017, to 73 per cent in 2021.
- Likelihood to purchase an Electric Vehicle saw a significant increase in 2021 as buyers became more familiar with technology and availability increases.
Carsales General Manager, Customer Advocacy & Research, Deb Heaphy, said: “With 800 respondents from across Australia, this study truly reflects the Aussie car buyer. Since the first edition of this research was conducted in 2013, we’ve witnessed the shifting influences on the car buying decision-making process.
“Now in 2021, with marked changes in the automotive landscape and buying habits in general, we see a more confident and informed car buyer who has done their research and is ready to get into their new car.”
Carsales Managing Director – Australia, Ajay Bhatia added: “If consumers are provided with the tools and services to further enhance their car-buying journey, the future of the digital age will continue to evolve.
“With a further willingness of consumers to buy online, demand for a full digital retail experience is growing. Online buying and selling will increase into the future and we are leading the charge and changing the game with services such as Instant Offer and carsales SELECT.
“As Aussies look for convenient ways to sell their cars in as little as 24 hours, carsales has seen triple digit growth in cars sold through its Instant Offer service in 2021 alone.
Bhatia also commented on the recent proliferation of electronic vehicles (EV), with the new study having found a significant increase in the likelihood of respondents purchasing an EV, from 26 per cent in 2017 to 42 per cent in 2021.
“As consumers become more curious about EVs and the role they could potentially play in their lives, we have a responsibility to give consumers the information they need and that’s exactly what our hub aims to do with new electric cars for sale, EV advice and buying guides, and independent reviews,” added Bhatia.
Ipsos and carsales will present the auto industry with these latest findings in a series of upcoming events. The study will also assist the carsales in shaping and updating their future customer offerings.
Latest News
New Partnership Between The Sweetshop And The Gardening.Club
The Sweetshop is set to unveil a partnership that marks a new chapter as they join forces with futurist Tomas Roope and renowned AI artist Jacqui Kenny. The partnership is named ‘The Gardening.Club’, drawing upon the fact that Tomas has used the “gardening” metaphor for years to explain how A.I. is radically changing the creative […]
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.