carsales was the clear leader in October across key audience and engagement metrics Average Daily Unique Audience and Average Session Duration, according to Nielsen.
1. Average Daily Unique Audience
carsales recorded an Average Daily Unique Audience of 410,408 in October according to Nielsen’s Digital Content Ratings - the measurement metric that examines Australia’s unduplicated digital audience across desktop, mobile and tablet for both web browsers and apps.
This result was 1.6x times larger than Gumtree Automotive (247,950) and 4.5x larger than carsGuide (89,035).
Please note: In contrast to carsales as a pure play automotive classifieds website, Gumtree Automotive’s Average Unique Daily Audience is derived from the following classifieds categories: automotive services, caravans and campervans, cars, vans and utes, construction vehicles and equipment, farming vehicles and equipment, mechanics and garages, motorcycles and scooters, parts and accessories, trailers and trucks.
Source: Nielsen Digital Content Ratings, October 2018
2. Average Session Duration
A key measure of buyer engagement is Average Time Spent on Site.
carsales recorded an Average Session Duration of 6:16 in October - indicating that buyers are highly engaged when browsing their next purchase on carsales.
This result was more than 2.2x longer than carsGuide (2:48) and 3.6x longer than Drive (1:44).
Source: Nielsen Market Intelligence, October 2018