Leading British auto marketplace Auto Trader has published data that shows just how dominant its platform is in the U.K.

Its data suggests two-thirds of all its customers used car sales come from leads generated on its platform. It shows the number of cross platform visits in 2021 went up by 15% year-on-year to an average of 64 million. This, it claims, means it influenced 8% more of its retailer partners sales than in the prior year.

Consumer engagement also increased, according to the company. Over 75% of all time spent on U.K. automotive sites is spent on its marketplace. This means in 2021 leads delivered to retailers grew by 20% year-on-year, and up by 62% on 2019. Auto Trader said this is a clear sign of strong buyer intent and signifies the importance of digital on the buying process.

“2021 was a remarkable year for the industry,” said Auto Trader CEO Nathan Coe.

“I’m pleased that the very strong levels of consumer demand resulted in many retailers achieving record performance. The high demand, which we saw reflected on Auto Trader, also helped to fuel unprecedented double-digit price growth, and with it, very strong margins.

“Last year also marked important changes in consumer buying behaviors and a further positive shift in sentiment towards digital retailing, all of which will have a long-lasting influence on automotive retailing.”

The company said that this performance was helped by its largest ever marketing investment over the year, which culminated in a new campaign launched on Christmas Day which is scheduled to run until April 2022. During the first two weeks of the campaign, it reached 22% of all adults at least once. This helped increase daily unique users on its marketplace to 1.3 million in the week between Christmas and New Year, which rose to 1.4 million in the first week of January.

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