Dealer websites lead as top destination for new car buyers, JudgeService reveals

Dealer websites remain the most popular choice for new car buyers searching online, according to a new survey by review platform JudgeService.

The findings, part of the forthcoming JudgeService 2024 State of the Nation report, highlight key trends shaping the car-buying journey.

Polling 5,789 buyers, JudgeService found that 54% of respondents rely on dealer websites as their primary source when researching new vehicles.

Auto Trader followed in second place at 27%, with Carwow coming third at 9%. These top three rankings remained consistent from the previous year.

Manufacturer websites, though still in fourth place, saw a slight dip in popularity, dropping from 8% to 7%.

“Dealer websites are still the first port of call for most new car buyers, significantly outperforming other platforms,” said Neil Addley, managing director of JudgeService.

He stressed the importance of dealers maintaining up-to-date websites that showcase the latest offers, as these details resonate with active buyers.

The study also examined consumer preferences for used car searches. Auto Trader continued to dominate this segment, with 56% of buyers naming it their top choice, up from 55% last year.

Dealer websites, while still second, saw a slight decline from 39% to 37%, with Carwow maintaining third place at 6%.

Addley noted that although used car listings on dealer websites have greatly improved, the dip in popularity underscores the importance of search engine optimization (SEO) to ensure stock is visible to potential buyers.

"Investing in SEO can make all the difference in putting inventory directly in front of customers,” Addley said.