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Boom in online auto trading PDF Print E-mail
Written by GFK   
21 Apr 2004

Boom in online auto trading

Findings from the Online Shopping Survey 2004 (OSS)

Munich/Wiesbaden, 22 April 2004 - The electronic market for cars and car accessories more than doubled in 2003 compared with the year before. These are the findings of the Online Shopping Survey, a joint survey carried out by market research company ENIGMA GfK and TNS Infratest.

More than 600,000 Germans bought a car on the Internet in 2003. This is around double that of 2002. The average price for cars purchased online is now around EUR 8,700, which means that the online auto trading market has gone way beyond the bargain basement stage. Four out of five cars bought online are used cars. However, 19 per cent of all car sales are for new cars. Around half of the transactions are private sales. What was once the traditional preserve of the small ads section in the daily newspapers is now moving increasingly over to the Internet.

Trading in automotive accessories also increased sharply in 2003. At over three million, the number of online buyers also doubled in this segment. At the same time, consumers also spent around 70 per cent more than in 2002, whereby private sales played an important role, accounting for 40 per cent of the market.

The survey shows that in times of weak demand and consumer interest, it is e-commerce that enjoys the highest growth rates of all sales channels for goods and services.

The survey

The Online Shopping Survey (OSS) is carried out jointly by ENIGMA GfK and TNS Infratest. In January and February 2004, a total of 1,035 German Internet users aged between 14 and 69 were asked via telephone about Internet usage, the role of the Internet when it comes to shopping for 29 product and services segments and online banking. The full survey can be ordered from the contacts below at a price of EUR 5,000 net.

The GfK Group

The GfK Group, the No. 5 market research organization worldwide, is active in five business divisions, Consumer Tracking, HealthCare, Non-Food Tracking, Media and Ad Hoc Research. In addition to 15 German subsidiaries, the company has over 120 subsidiaries and affiliates located in 50 countries. Of a current total of around 5,100 employees, approx. 1,450 are based in Germany. For further information, visit our website:

ENIGMA GfK is one of the companies in the Media division of the GfK Group and specializes in media research. It provides information services for TV, print, radio and the Internet.


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