IgnitionOne, a New York-based marketing technology and service provider, has revealed that the automotive market experienced a 4 per cent increase in website visits in Q1 of 2018, compared to the previous quarter. The information is based on a company report indicating that digital markets are spearheading the auto industry’s growth worldwide.
The Q1 report shows that Latin America is leading the way in propagating online auto sales. Compared to Q4 2017, IgnitionOne’s research also reveals that, globally, mobile platform visits are up four per cent; site engagement grew by nearly 10 per cent (with small- and mid-size cars performing really well); lead volumes are up 10 per cent (likely due to more effective strategies from automakers), and SUVs continue to attract a significant portion of site visits and leads across the globe.
“Auto marketers are taking note that traffic is increasingly coming from mobile devices, and that’s likely because the quality and size of device screens are making for far better shopping experiences,” said Will Margiloff, CEO and Founder of IgnitionOne. “Improved website responsiveness and car configurators may pull more engagement, but in North America, gas prices are likely influencing an interest in compact cars. Across Europe, brands are adding more and more SUVs with the BMW X2 and Volvo XC40 as examples of what’s grabbing shopper interest.”
Some of the key takeaways from the report include: website traffic tends to be higher in Q1 compared to the rest of the year, and site visits are mostly driven by the European and Latin American markets. The majority of site traffic also appears to be a result of more mobile users.
When looking at North America in particular, there has been a decrease in U.S. site visits for Q1, but there is “promising increase in site engagement” from things like newly launched 2018 vehicles, updated models, and site personalization strategies, according to the IgnitionOne’s news release. The report also shows that existing auto website visitors in the U.S. are “in-market and likely to convert.”
“2018 is off to a promising start with site activity in Q1 showcasing good momentum and new campaigns continuing to drive high-volume traffic,” said Frank Goldberg, North America Senior Director of Automotive at IgnitionOne. “The overall increase in site engagement means that the growth in site visits also consists of better quality traffic, which in turn is a positive indication of future automotive sales growth.”
North American dealers may also see a significant spike in leads for compact cars and mid-size car sales due to increasing fuel prices, along with greater consumer engagement in mid-size cars. The increasing interest in these types of vehicles seems to connect with the industry’s shift towards more affordable electric cars.
View the full report here.
