The average buyer visits four car search sites and spends 48 days on the buying process, according to MOTORS’ new Digital Touchpoints Survey which was independently researched by Insight Advantage who surveyed purchasing plans of 3,000 active car buyers.
In 2021 research found active buyers visited an average of 3.5 marketplaces, rising to four in 2023 and remaining unchanged in 2025.
Lucy Tugby, marketing director of Motors, said: “The latest Digital Touchpoints Survey shows how buyers continue to choose not to lock into a single car search website, preferring to see the vehicle they are interested in being advertised on different platforms.
“We know from our conversations with dealers that multisite advertising builds assurance and trust through transparency as listings can be compared on a like-for-like basis.
“The research also shows how buyers currently in the market expect to spend several weeks searching for their next purchase, highlighting the importance of ensuring listings are kept up-to-date and prices constantly reviewed.”
The research found 95% of in-market decision makers had used car search websites in their buying process in March.
Younger buyers are the most active online car searchers led by those aged 25-34 (28%) and 35-44 (26%).
Buyers under 44 tending to be the most active users of car search websites for used cars.
Older buyers (over 45) are more likely to choose dealer and manufacturer websites for new cars.
Nearly two-thirds of buyers focus on ICE vehicles, with petrol at 44% and diesel at 20%. Interest in hybrids is strong (22%), ahead of EVs at 14%.
The longest searches by fuel type are 52 days for EVs, followed by hybrids and petrol (both 49 days) and diesel (45 days).
The average time spent looking for a car is 48 days, with new and used cars evenly split at 50 and 51 days respectively.
Nearly new car searches, for vehicles under two years old, take 41 days.