While the UK’s most recent heatwave has got the nation all hot and bothered to drive interest in our Weather, Pets and Home & Garden content, a recent upward shift in reader behaviour with our Automotive content indicates growing interest in the September 1st launch of the new ‘72 car registration plates.
Our latest Reading the Nation takes a look at how our reliable, trusted car content can help to fuel consumer research when making big ticket purchases.
Autos gears up for new plate launch
September 1st sees the launch of the new ‘72 car registration plates, as a clutch of new vehicles start arriving in showrooms across the country. With consumers potentially gearing up for a new car purchase, some older models are expected to become less desirable, driving prices down.
In the last week, engagement with our Automotive content increased by +22% to 12.1m page views, a weekly high for the year, as consumers turn to our reliable, trusted car experts for reviews and buying tips.
In the build up to September’s new registration launch, Automotive engagement is growing with 22.0m total page views in the first two weeks of August +31% higher than the two weeks before, suggesting a switch in focus from road travel and holiday traffic to car buying research.
In August so far, Buying & Selling reader attention (RA) is already +34% higher than July, as consumers in-market now increase engagement. Within the topic, content about Second-hand cars has the highest reader attention. 4.5 average views per user up by almost 50% vs. July.
With one in five new cars sold electric and fuel prices hitting a record high, interest in Electric Vehicle content has grown. In the last two week, EV topic PVs more than doubled by 128% compared to the two weeks prior, driving 84% growth in Auto Types content in the same period.
Take Action
Autos interest increases in the build up to new car registration launches in the spring and autumn. We saw this with the 22 plate launch in March and are seeing growing engagement in the build up to the 72 plate launch in early September. Our Automotive content includes news brands and specialist car titles, such as Car Mag and Parkers.
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About Reading the Nation
Reading the Nation will connect you to our broadcast-scale audience - who we see across the Ozone platform in their millions day-in-day-out - to unearth insights into their habits and behaviours when topics start to trend or big stories break.
