Foot traffic study of Ontario automotive dealerships indicates substantial increase in consumer demand
TRADER commissioned research of Ontario dealership traffic reveals a 56 per cent increase in unique visitors and an 81 per cent increase in total visits month-over-month from May to June 2020
TORONTO, ON – July 16, 2020 – TRADER Corporation, Canada’s leading digital automotive solutions provider, continues to analyze consumer behaviour to provide dealers with valuable data to enhance their business operations and respond to evolving customer needs. A recent third-party study conducted by EQ Works and commissioned by TRADER, examined foot traffic among 750 Ontario dealerships. The findings of the study confirm a substantial increase in physical traffic between May and June 2020.
Walk-in data collected during the study revealed a 56 per cent surge in unique visitors and an 81 per cent increase in total dealership visits in June. The tracked Ontario dealerships also experienced a 46 per cent increase in one-time visits, while repeat visits grew by 85 per cent. This influx of consumer shopping demand is reinforced by a record-breaking month of traffic to the autoTRADER.ca marketplace, which reached a milestone of 22 million visits, after a previous record high in May.
“Following a few challenging months surrounding the onset of the COVID-19 pandemic, we are observing promising consumer behaviour data,” says Ian MacDonald, Chief Marketing Officer, TRADER Corporation. “Recent record-setting traffic on autoTRADER.ca coupled with a significant increase in dealership footfall affirms the auto industry’s current movement towards recovery.”
The study also found that both independent and franchise dealerships are benefiting from a sizable lift in consumer engagement. When examining footfall comparatively, the study recorded a 36 per cent increase in visits to independent dealerships, while franchise dealerships experienced a staggering 154 per cent increase in foot traffic.
Additionally, the study findings indicate that 17 per cent of all visits took place on Mondays, making it the busiest day of the week throughout June, with the highest volume of visits recorded between 4:00 p.m. to 7:00 p.m.
TRADER remains committed to researching and tracking relevant industry data. For more industry insights and study findings, visit go.trader.ca.
About TRADER Corporation:
TRADER Corporation is the leading digital marketing partner for Canadian automotive retailers and manufacturers. With over 22 million visits a month and more than 5 million mobile app downloads, TRADER’s largest automotive marketplaces – autoTRADER.ca and autoHEBDO.net – are the #1 source for all things automotive in Canada. The company offers retailers and manufacturers access to a robust audience of new and used car shoppers, best-in-class digital advertising, website and software solutions, and rich data insights. TRADER Corporation is the first to offer a completely integrated digital retail experience for consumers and dealers on a major Canadian automotive marketplace. For more information, visit: go.trader.ca. Follow TRADER on LinkedIn, Facebook and YouTube.
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