With more Australians on holiday and free time abounds, consumers are increasingly using the summer period to research vehicles, boats and caravans online. With unique audience numbers climbing significantly—peaking around Boxing Day and the New Year, brands with an active presence across the carsales network during this period are perfectly positioned to engage a captivated audience and maximise lead generation.
Data from carsales reveals a marked uptick in consumer activity over summer, especially in January, where unique audience traffic grows by up to 35% on caravancampingsales, 26% on boatsales and 14% on carsales compared to December levels1. For automotive dealers, specific categories like SUVs and light commercial vehicles (LCVs) see sharp rises in interest, with SUV leads jumping 43% between Christmas and New Years Day2.
For automotive brands, these statistics underscore the critical importance of maintaining visibility on carsales during the summer months. With 70% of traffic coming from mobile devices3, carsales offers a mobile-first experience tailored to Australians on the go, ensuring your message reaches consumers wherever they may be.
All told, across carsales, this rise in activity, coupled with a 12% increase in views and a 125% rise in leads in the first weeks of January4 highlights the period as an ideal opportunity to drive showroom visits and capitalise on the heightened demand. This continued interest through the month translates to a golden window for brands to capture attention and convert browsers into serious buyers.
Over the last three summers, boatsales experienced a significant increase in user sessions post-Christmas, indicating a strong interest in boat purchases. Specifically, sessions increased by an average of 36% have been noted in the December-January periods from 2021 to 20245.
Going hand in hand with the holiday period, caravancampingsales also reports remarkable growth during the summer, with a 30% increase in sessions between December and January for 2023/246.
In light of this annual surge, activating a summer campaign on carsales is a strategic move that can yield long-lasting results. By aligning with carsales’ reach, brands can effectively capture consumers at their peak research phase, build stronger brand associations, and convert this traffic into qualified leads. Contact your carsales representative today to discuss how best to leverage this summer’s digital audience uplift.
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