However, mobile traffic to the same websites in increasing which matches a bigger trend of increasing traffic over the past year and a half.
For Q3 2019, 52 percent of traffic (33.1m visits) came from a smartphone, a jump of 5 percent year-on-year, while PC browsing is down to 32 percent (20.3m visits), a fall of 4 percent, and tablet browsing is down 1.7 percent from last year to 10.1 million.
The figures come from Sophus3, which analyses all volume and premium car brands’ web traffic in Europe, and are based on an analysis of over 1 billion online engagements from car buyers.
“Economic and political uncertainty is affecting the car market, but the continued rise in use of smartphones shows consumers are actually becoming more engaged with the process of buying a car, browsing on the go. The car dealership is in your pocket, accessed any time of day or night, rather than somewhere to visit at the weekend, which is time consuming and not always a positive experience.”
— Sophus3 Managing Director, Scott Gairns
Sophus3’s data also shows that interest in electric vehicles rocketed during the first half of 2019, and this trend showed no sign of stalling in Q3. From July to September, visits to electric car pages rose by 36 percent year-on-year in the UK, while in France interest swelled by 50 percent. Across the ‘Big 5’ European markets – Germany, Spain, France, Italy and the UK – traffic to EV (Electric Vehicle) sites grew collectively by 22 percent.
A host of EV releases across the third quarter of the year has stimulated interest. The most popular EV in terms of web traffic across the Big 5 was the Volkswagen ID.3, with the ‘affordable Tesla’, the Model 3, second most popular. The third most popular EV was the MINI Electric, while the closely related Nissan Leaf and Renault Zoe were fourth and fifth respectively. The Tesla Model S was sixth most popular.
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