As spring settles in with longer days, warmer weather, and footy fever (or Pesto the penguin fever) sweeping the nation, it’s the perfect time to dive into our latest audience insights. From shifting buyer behaviours at dealerships to our latest audience figures, read on below for more on what’s happening at carsales.
Since our last update, there has been A LOT going on behind the scenes at carsales, and nothing exemplifies this more than the work that went into executing our annual media upfront event Open House ‘25. This year’s event was a showcase of innovation, strategic insights, and the latest advancements in privacy–by–design advertising. Held in Melbourne, the event brought together industry leaders, media buyers, and brand marketers to explore the future of the automotive landscape and the role of cutting-edge technology in driving success. But don’t just hear it from us:
Alongside what our guests had to say about carsales being the market leaders (their words, not just ours!), the latest Ipsos Iris audience numbers continue to reinforce that carsales is consistently driving the largest audience¹, that attracts 76% of the total audience across the tracked automotive category in a month, 8 times that of our closest competitor² and chooses to spend the most time us with each month³.
Building on the wealth of insights shared at Open House ‘25, we’ve also turned our focus to the evolving dealership landscape. The survey provided a clear view of current consumer behaviours, preferences, and expectations when it comes to buying cars from dealerships. The findings offer dealers valuable insights into areas of strength and opportunities for improvement. Some of the key takeaways include:
– Dealer dominance is a preference, not a guarantee
– The dealership visit is a vital yet uncomfortable journey
– The foundations of transparency, trust, and customer service are more important than ever
For the full breakdown, check out the full article here.
Finally, we also took the time to take a deep dive into carsales influence on the new car market. An increasing number of Australians turning to online platforms to aid their car buying process4, at carsales we’ve amplified our efforts to lead in this space, driving innovation and ensuring that its partners have their needs met. With an ongoing commitment to improving user experience, our innovative solutions for dealers and advertisers, coupled with our deep understanding of consumer behaviour, we remain a critical partner for Australia’s automotive industry. To find out more, click here to read about how carsales is driving the Australian new car market.
As the market continues to shift, carsales remains focused on supporting its partners with the tools and insights needed to navigate change. By staying tuned into consumer behaviours and leveraging our platform’s reach, we ensure our partners are always a step ahead.
Source:
1. Google Analytics, Sessions, (August 2024)
2. Ipsos Iris, Average Time Spent in a Month, (August 2024)
3. Ipsos iris Online Audience Measurement Service Aug 2024 (figures rounded to nearest whole number), Age 14+, PC/laptop/smartphone/tablet, Brand Group, Share of total time (%)
4. Automotive Buyer Journey 2023, conducted by Ipsos.
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