How Many Car Search Sites Does the Average Buyer Use?

Low-angle view of parked cars in a car lot, bright daylight.

The Changing Landscape of Car Buying

In today’s digital age, the car buying process is evolving significantly. A recent survey by Motors reveals that the average buyer now visits at least four car search websites before making a purchase. This figure has risen from 3.5 marketplaces in 2021 to a steady four in 2025. With 95% of active buyers utilizing these platforms, it’s clear that the trend for comprehensive online searches is not just a fleeting moment; it is here to stay.

Understanding Buyer Behavior

The Digital Touchpoints Survey indicates that today’s car shoppers aren't just hopping onto one site. They prefer to browse multiple platforms to compare listings. According to Lucy Tugby, Motors' marketing director, this multipronged approach fosters trust and transparency, as buyers can easily assess their options on a like-for-like basis. Notably, younger buyers aged 25-44 are leading the way in online car searches, emphasizing the importance of a strong digital presence for auto dealers.

Fuel Type Preferences Drive Search Duration

Another interesting finding from the survey is the variation in search durations depending on the fuel type of the cars. Electric vehicles (EVs) take the longest with an average of 52 days, followed by hybrids at 49 days. In contrast, petrol and diesel vehicles average around 45 days. As interest in greener vehicles heightens—22% of buyers leaning toward hybrids and 14% toward EVs—the dynamics of search behaviors are clearly shifting. Maintaining current listings is vital, as the average buyer dedicates 48 days to the search process.

Implications for Dealers and the Industry

For dealers, adapting to these trends is crucial. They must ensure that their online listings are not only up-to-date but also competitive. As the car-buying journey expands over several weeks, consumers expect a seamless experience across platforms. The rise in marketplace comparisons could shape the approach in dealership advertising strategies moving forward.

Final Takeaway

For anyone in the automotive sector, understanding these insights can provide a roadmap for better customer engagement. As consumers continue to gravitate towards multi-platform research, aligning marketing strategies with their evolving preferences will be key to success in this competitive landscape.

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