Electric cars are the UK’s 4th biggest automotive segment for online research ahead of sports cars, city cars and midsize executive segments according to analysis by automotive technology company Sophus3.
Sophus3’s analysis of online activity on, and between, virtually all car brands’ websites in the UK has revealed statistics highlighting the growth in electric car consumer interest and the differences in how electric car considerers behave online. The analysis of over one billion digital interactions on car brand websites in 2018 shows that electric cars, which Sophus3 defines as pure and hybrid electric cars, are now clearly established as a defined segment. Electric cars are the 4th most searched-for range of models in the UK, and more popular than the established segments of sports cars, city cars and midsize executives.
The analysis also shows how potential electric car buyers behave online; a crucial insight if car brands with a growing electric car range are to exploit the increased interest in electric cars. The company has found that those considering buying an electric car spend over 33 percent more time on model pages than traditional car researchers. Furthermore, those consumers booking a test drive request are spending 70 percent longer on the model page of their choice than for a traditional car test drive request.
“We all know that electric car interest is growing, and it’s clear from our analysis that as a segment it is now more popular for online research and interest than sports cars, city cars and even midsize executive cars” said Scott Gairns, Sophus3, Managing Director. “But for car brands to exploit this growing interest, it is vital to understand how potential car buyers behave when on electric car sites, what they are looking for and where they have come from. Our access to virtually all car brands’ online platforms in the UK and Europe provides this vital intelligence that could define the electric car market in the coming years. If electric car adoption is to integrate with the current imbalance between consumer, political and industry demand and challenges, then understanding how potential electric car adopters are searching, and what information they are searching for, is vital.”
Sophus3’s electric car analysis in 2018 shows Nissan and its UK-built Leaf as the stand-out performer in the segment. The Mitsubishi Outlander PHEV comes in a very strong second, followed by the VW e-Golf, with the remaining electric cars in Sophus3’s analysis of top ten performers indicating strong interest in car brands’ bespoke electric offerings over straightforward electric versions of existing ICE cars.