honest john insights q1 2015
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7/17/2019 Honest John Insights Q1 2015
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GIRL POWERFind out why our female audience has almost doubled
10M MONTHLY PAGEVIEWSHonestJohn.co.uk continues supersonic growth
DESKTOP, MOBILE OR TABLET?Discover which platform our users prefer
BUILDING NEW PARTNERSHIPSHonestJohn Vans teams up with Hamerville Media
HONEST JOHNAWARDS 2015Whos been shortlisted for thisyears Honest John Awards?
H O N E S TINSIGHTS
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7/17/2019 Honest John Insights Q1 2015
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The last two years has
seen signicant growth on
HonestJohn.co.uk, with female
car buyers driving much of that
demand. We have seen a 75
per cent increase in female users across all
devices, but its mobile which has been most
impressive with more than 250,000 women
over 25 years old visiting the site via a phone
or tablet. And the vast majority of these usersare coming to us for buying advice via our in
depth reviews.
As a brand, HonestJohn.co.uk has
focussed on making reviews easy to
understand and accessible for all. That
means cutting out the jargon and keeping
things simple - in other words giving users
the important information they need. So
as well as those in the know, we hope
that our reviews are still useful for the non
car-enthusiast or those that just want some
straightforward car buying advice.Women now account for about 4 in 10
registered keepers of private cars, according
to the DVLA and that number has increased
by 72 per cent since 1994.
Latest market research shows that women
are increasingly dominating the car buying
process, with 80 per cent of car buying
decisions inuenced by women. And while
UK driving licence applications by men are
declining, those by women have grown by
2.5 per cent over the past three years.
But perhaps more interesting is
that the same market research
shows that half of women
globally are not happy
with their vehicles while
three quarters feel theyare misunderstood by
car manufacturers.
We nd that
status and associated
values such as brand,
colour and comfort plays
a greater part in the car
buying process for women than
it does for men, says Dan Harrison,
editor of HonestJohn.co.uk.
Female buyers are more inclined to
consider a premium manufacturer over avolume one and branding is key, which is
why fashion associations such as Citroen
DS3 with Orla Kiely and Benet and SEAT
Mii with Mango will be a growing trend in the
coming year.
The feedback weve received from female
users about the site has been very positive,
as reected in the trafc gures. Desktop still
reigns supreme and its the 25-34 year-old
demographic which accounts for the biggest
majority of these users.
So the big question is what are
these users looking at? Well its
no surprise to nd that within
reviews, its the compact
crossover which seems to
be nding favour. Theresbeen a huge increase in
this market over the past
few years and our female
users have obviously
been impressed.
Its easy to see the
appeal. With dimensions
similar to a standard small
hatchback, they are easy to drive and
park, yet have a raised driving position and
more practicality than a hatch. The most
popular among our female audience is thedesign driven Nissan Juke, closely followed
by the Renault Captur and Peugeot 2008,
while we have had lots of interest around the
soon to be launched Honda HR-V. With more
new small crossovers due this year the
Mazda CX-3 among them were expecting
these gures to grow even more.
The Nissan Juke:
Most popular car amongst
our female audience
TOP 5 CROSSOVERS/COMPACT SUVS FOR Q1 2015
Nissan Qashqai Honda HR-V Skoda Yeti Jeep Renegade Ford Kuga
The compact SUV sector is booming but which models are our readers most interested in?
1 2 3 4 5
Girl Power 02
HonestJohn.co.uk: female users up 75%
Half of
women arenot happy
with their
vehicles
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THE SITE INNUMBERS Q1
28,323,822PAGEVIEWS
5,235,796USERS
8,052,349SESSIONS
7,306,050CAR REVIEWS VIEWS
14,242VISITS VIA SOCIAL
2,659,415MOBILE USAGE
710,400SITE SEARCHES
USERSTATISTICS
96,820FORUM THREADS
115,699REGISTERED USERS
59,948QUESTIONS ASKED
27,442NEWSLETTER
SUBSCRIPTIONS
4811GOOD GARAGE REVIEWS
3885OWNERS REVIEWS
DESKTOP VSMOBILE VSTABLET
Q1 2013 Q1 2014 Q1 2015
TABLETMOBILE DESKTOP
SECTION GROWTH (USERS)
Cars up by 18%Vans up by 43%Classics up by 41%
Read more on page 7Read more on page 6
Q1: 01/01/15 - 31/03/15
Totals to Date
YEAR-BY-YEAR COMPARISON
Our recently re-launched industry-leading
mobile platform will further help ouraudience who want to view the site on the
move. Its now easier to navigate than ever
and presents our content in a way which
is more appropriate for mobile browsing.
Plus it gives us the exibility to develop
more mobile-friendly features, which will
come in 2015
HonestJohn.co.uk continues to grow with the rst quarter of 2015 showing
increases across the board. Weve seen a big rise in our total number of users
driven in part by our unique used car pricing section, the ever expanding vans
site, owners reviews and Ask HJ.
New sections like product reviews are showing huge increases in trafc. With
even more coming from us in the next three months were expecting to see this
growth continue to increase.
One of our most exciting new features will be a car choosing tool, which will
help our users narrow down their choice of car by selecting different tags so
whether theyre after a family friendly car with a ve star Euro NCAP rating and
room for a buggy, or a comfortable motorway cruiser with plenty of rear legroom
and an economical engine, the choosing tool will help.
Jan - Mar 2015 Jan - Mar 2014
Site Statistics03
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7/17/2019 Honest John Insights Q1 2015
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Honest John Awards 2015 04
The Honest John Awards are back, to honour the manufacturers of the
most popular cars of 2015.
This year, the overall winners of 17 categories will be announced in
Bedford, at Honest Johns for-one-night-only pop-up pub The Hat &
Horn where we will celebrate with a good old-fashioned knees-up and
plenty of local ale!
Were delighted to see HonestJohn.co.uk continue to grow and grow.
Were now approaching two million users a month, so our Awards have
never been so exciting and important.
Read on to discover which models have made the shortlist, based on
the most-viewed reviews from 1st April 2014 to 1st April 2015...
JOIN US!
Invites have gone out, but if you would like to join us at the 2015 Honest John
Awards, email awards@honestjohn.co.uk with your name, company and job
title and we will get back to you.
CitroenDS3
DaciaSandero
FordFiesta
ToyotaYaris
VolkswagenPolo
BMW2SeriesActiveTourerCitroenGrandC4Picasso
FordB-MAXFordC-MAX
VolkswagenGolfSV
Hyundaiix35NissanQashqaiNissanX-Trail
RenaultCaptur
SkodaYeti
FordMondeo
Peugot508
SkodaOctavia
VauxhallInsignia
VolkswagenPassat
SHORTLIST
HonestJohnAwards2014
:wehadawholelotoffun
...
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7/17/2019 Honest John Insights Q1 2015
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Shortlist05
Hyundaii10SEATMii
SkodaCitigoToyotaAygo
VolkswagenUp
AudiA3Sportback
CitroenC4Cactus
Mazda3
SEATLeon
VolkswagenGolf
AudiA4
BMW3SeriesBMW4SeriesGranCoupe
LexusISMercedes-BenzC-Class
AudiA6
BMW5Series
JaguarXFLexusGS
Mercedes-BenzE-Class
BMWX5HyundaiSantaFe
LandRoverDiscoveryLexusRX450h
VolkswagenTouareg
AudiA3Cabriolet
BMWZ4
MazdaMX-5RC
Mercedes-BenzSLK
VolkswagenGolfCabriolet
AlfaRomeo4C
AudiR8
BMWi8
PorscheCayman
ToyotaGT86
AudiA7SportbackBMW6SeriesGranCoupeLandRoverRange
RoverMercedes-BenzCLSMercedes-BenzS-Class
FordTransitCustom
FordTransitConnect
IsuzuD-Max
VolkswagenCaddy
VolkswagenTransporter
BMW3SeriesE36Mercedes-BenzW124
Mercedes-BenzSLR107Porsche944TriumphStag
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Classic Cars Star at Geneva Show
Among all the shiny new metal at this years Geneva motor show was some shiny old metal. And thats because car makers know that
for a new vehicle to be successful, its important to remind potential buyers how good the old ones were, too.
Ford boasted the biggest heritage
collection on its stand as the
company outlined its ambitions
to launch 12 new performance
models over the next ve years. Its
stand featured a classic GT40, Escort Mexico
and Sierra RS Cosworth.
Land Rover also drew deeply on its
heritage. As it prepared to wave goodbye
to the long-serving Defender, it unveiled the
retro-styled Heritage 90. A pleasant mix of old
and new, it was great to see the old badge
back on the grille this is a sure re classic in
the making.
Over on the DS stand was a stunning DS
21 Pallas. There to help reinforce the creation
of DS as a brand in its own right, the ground-
breaking French car was also celebrating its
60th birthday. Legend has it that Citroen took
743 orders for the DS in the rst 15 minutes
after it was unveiled at the Paris motor
show in 1955.
Alfa Romeo used a stunning
1900 Spider to support the
launch of its new 4C Spider.
The 1900 was one of just
two cars made and boasted
Bertone styling and a
1997cc 138bhp four-cylinder
doesnt sound like much, but
its plenty in a body that weighs
just 900kg.
Meanwhile Brabus, a company perhaps
best known for tuning Mercedes-Benz and
Smart cars, was also keen to show off the
skills and craftsmanship of its workforce.
Thats because, like Jaguar, Brabus has
turned its hand to restoring older cars for its
clients.
Finally, long-dead German
carmaker Borgward announced
its return to car making at the
show. How? By reminding
us exactly what weve
been missing out on with a
gorgeous Isabella coupe on
its stand.
As the new car market
becomes increasingly competitive,
and the competition ever keener,
manufacturers know that the battle for sales
is as much a battle for the heart as for the
wallet. And car makers with plenty of history
know one very simple fact: heritage sells.
CLASSICS INNUMBERS Q1
MOST-WANTED CLASSICS
Fords once again proved to be the most wanted
motors on HonestJohn Classics, with the Escort
and Capri taking the top spots in our list of the
most searched for classics.
Classics from the late-1970s and 1980s are still
the most popular cars on the site, but there was
also plenty of space for more traditional
classics.
The Citroen DS, Triumph TR6 and Spitre,
plus the Ford Cortina and Austin Seven all
featured in our top ten proving what a
wide audience HonestJohn Classics has.
06
HonestJohn Classics
2,131,605PAGEVIEWS
352,094USERS
25%/52%/23%MOBILE VS DESKTOP VS
TABLETS
Q1: 01/01/15 - 31/03/15
367CLASSIC GOOD GARAGE
REVIEWS
531,976SESSIONS
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MOST POPULAR VAN REVIEWS
Ford Transit Custom Ford Transit Connect Volkswagen Caddy Mercedes-Benz Vito Vauxhall Vivaro2
HonestJohn Vans07
1 3 4 5
Editorial Partnership with Hamerville MediaHonestJohn Vans has teamed up with Hamerville Media to produce editorial content for Britains biggest publication for tradespeople.
As a result, content from HonestJohn Vans will now appear in Professional Builder Magazine, helping tradesmen and tradeswomen
make the most informed decision on buying their next van or pick-up.
Professional Builder has been a
regular on the trade counters of the
UKs leading builders merchants
for over 35 years and has an
ABC audition circulation
of more than 120,000, which
means it reaches more
tradespeople than all
of its rival publications
combined.
The editorial partnership
heralds an exciting time
for HonestJohn Vans,
which is an important part
of HonestJohn.co.uk. For
the rst quarter of 2015, users
are up 43% year-on year, while
pageviews have increased by 17% year-
on-year. HonestJohn Vans has also expanded its
editorial mandate in 2015, with used van buying
guides and rst model drives added to its content
lists.
Yet, despite the strong growth, HonestJohn
Vans is not resting on its laurels and the new
Hamerville Media partnership will see the
HonestJohn brand reaching out and engaging
with new readers.
The editorial partnership has
already produced results, with
Professional Builder publicising
a number of key HonestJohn
campaigns, including Real
MPG, the MoT Files and the
Vehicle Crime Census. This
means HonestJohn Vans has
helped Hamerville Media satisfy
its readers needs by providing
real life comparative data that allow
van owners to see how much on-the-
road fuel their commercial vehicle really uses.
Likewise, the inclusion of the MoT Files and the
Crime Census has helped readers ensure their
vans are safe and secure when on the road or
parked up for the night.
Helping
traders make
informed
decisions
NEW SECTION: PRODUCTS
February saw the launch of a brilliant new section of our website HonestJohn.co.uk/products.
This expands the appeal of the website, offering product news, advice, reviews and Top 10s,
and gives our users even more reason to visit HonestJohn.co.uk on a regular basis. It has
proved rather popular so far too, with over 42,000 pageviews so far!
VANS INNUMBERS Q1
921,586PAGEVIEWS
151,069USERS
30%/46%/24%MOBILE VS DESKTOP VS
TABLETS
Q1: 01/01/15 - 31/03/15
248REAL MPG SUBMISSIONS
234,795SESSIONS
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7/17/2019 Honest John Insights Q1 2015
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Trending
MOST POPULAR CARREVIEWS
2. Nissan Qashqai (2014)
3. Skoda Fabia (2015)
4. Suzuki Celerio (2015)
5. Ford Fiesta (2013)
TOP REAL MPGPERFORMERS OF CARSCURRENTLY ON SALE
2. Suzuki Swift: 94%
3. Volkswagen Scirocco: 93%
4. Hyundai ix35: 92%
5. Dacia Sandero: 90%
MOST VIEWED SECTIONSOF HONESTJOHN.CO.UK
2. Real MPG
3. Forum
4. Ask HJ
5. Top Tens
MOST WATCHED VIDEOS
Honest Johns Ford S-MAXreview
Practical Guides: Topping upcooland
Volkswagen Up road test
Kia Sorento road test
1. Ford Mondeo (2015)
1. Honda Accord: 101%
1. Car by Car Reviews
Used car buying: BMW3 series
2.
3.
4.
5.
1.
MOST POPULAR NEWS STORIES
1. Geneva Motor Show: Honda HR-V
The most popular story from our Geneva coverage was details of Hondas new compact SUV. Arriving
this summer, the Nissan Juke rival caused a stir amongst Honest John visitors.
2. Budget 2015
George Osborne delivered his nal Budget of the current Parliament on 18th March and as usual
HonestJohn.co.uk was there to cover the key points for motorists.
3. 15-Plate Money Saving Special
We searched the market to nd the best 15-plate deals and discounts for our
users. The news story generated thousands of impressions as car buyers
used our insight to make savings on their next new car.
Honest John@_HonestJohn Mar 11
@SKODAUKannounce prices & specs for new Superb, on sale Sept - and its a bit
of a bargain: t.co/dmFgjUEA1W
POPULAR TWEETS
Honest John@_HonestJohn Feb 26
From today you can ll up for less than 1 per litre at Sainsburys:
t.co/f2ZY0egh9u
Honest John@_HonestJohn Feb 16
ASK HJ: In-car cameras: Having witnessed a hit and run incident, I wish to t
dashcams to my Polo and Golf... t.co/cQd9ylsU8Y
Jan-Mar 2015 NewForumPosts: 7958 NewQuestionsAsked: 2121 NewOwnersReviews: 187
Stay up to date with Honest Insights and follow us on LinkedIn or Twitter. If youd like to see something covered in our next issue, please contact insights@honestjohn.co.uk
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