The average buyer visits four car search websites and spends 48 days in the buying process, according to MOTORS’ new Digital Touchpoints Survey.
The findings are based on the purchasing plans of 3,000 active car buyers and was independently researched by Insight Advantage.
The study first identified buyers using multiple car search websites, as part of their typical car buying journeys, in 2021 when it found they visited an average of 3.5 marketplaces, rising to four in 2023 and unchanged in 2025
The research identified that 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%), with buyers under 44 tending to be the most active users of car search websites for used cars. Conversely, older buyers (over 45) are more likely to choose dealer and manufacturer websites for new cars.
When it comes to searches for used cars by fuel type, the focus for nearly two-thirds of buyers is on internal combustion engine (ICE) vehicles with petrol at 44% and diesel at 20%. Interest in hybrids is strong at 22%, ahead of EVs at 14%.
The average time spent looking for a car is 48 days, with new and used cars evenly split at 50 and 51 days respectively, although nearly new car searches, for vehicles under two years old, are less at 41 days.
Women typically spend longer (54 days) searching for a car than men (43 days). The fastest decision makers are aged 25-34 (42 days) and the slowest are over 65 (57 days).
The longest searches by fuel type are for EVs (52 days), followed by hybrids and petrol (both 49 days) and diesel (45 days).
“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,” said Lucy Tugby, Marketing Director of MOTORS.
“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,” said Tugby.
