HONEST INSIGHTSQ3 2015

THE SITE IN NUMBERSThe latest stats from our sites. Page 3

We at HonestJohn.co.uk have always put our readers at the heart of everything we do. From the news on the latest deals, money saving offers, and buyer focussed reviews, to features such as the MoT Files and Real MPG – which has now seen more than 90,000 submissions – the consumer is number one. But what really sets us apart from other sites is the way we interact with our users. Thanks to Ask Honest John, we can give personal responses to readers asking questions

on anything and everything under the sun. From which family hatchback they should buy next to what the unexplained

smell is emanating from their boot – we have an answer for

everyone. It’s this unique two way interaction which defines HonestJohn.co.uk and allows us to shape our content to best suit what our users want. We like to think of it as an

unusually personal touch in an increasingly impersonal

digital world. Events such as the Volkswagen

emissions recall earlier this year are

A personal touch in a digital worldHonestJohn.co.uk turns 15 this year, so we look at what makes us different

ALSO IN THIS ISSUE...

A personal response to

every reader’s question

Honest John Video and Data

2015: Crossover Domination

Live coverage at Frankfurt sets records

2015 Trends Page 4

Page 5

10 Honest things about our videos

How data drives our site

Honest John Classics

Old banger or modern classic?

Page 6

Meet the class of 2001

Honest John Vans

Small businesses fuel HJ Vans adviceContinued on Page 2Page 7

a perfect example. We were deluged with questions from Volkswagen Group car owners all wanting advice and more often than not – reassurance. Yes they’d read the reports on the issue, but they wanted to know how it affected them personally. It resulted in HonestJohn.co.uk being one of the main sources of information as the story evolved. We were able to give clear and straightforward advice. It quickly became obvious that’s what our readers wanted, rather than the overly dramatic reporting of the mainstream media. Of course, for us this is nothing new. Honest John began answering reader queries in The Daily Telegraph manually back in 1995 with a word processor, a big box of envelopes and a lot stamps. Now, 20 years and 750,000 responses later, he gives advice to readers through HonestJohn.co.uk who have often bought previous cars following his advice. Interestingly and unusually for a motoring site, the majority of questions we receive

are from women. The site has seen a 75 per cent increase in female visitors in

the last two years. And Ask Honest John is

still expanding too. So from 2016 we will have more experts coming on board to answer the ever increasing number and expanding range of questions, from legal

issues and insurance to van expertise and classic

cars. As always, readers will get personal advice that’s

impartial, detailed and importantly free. As car owners and buyers move

increasingly to mobile devices and expect a more instant response to their queries, we’ll be investing further to ensure we can meet the demand of users that expect an even faster response when they interact with the website. Our Live Coverage has also been a big success, allowing users to watch and interact in real time with events such as new car launches or motor shows (see Page 4). We’ve even used it for live Q&A sessions with the MDs of car manufacturers. It’s something else we’ll be expanding next year as we look to further increase our interaction with our users.

(Continued from Page 1)

Ask Honest Johnis still

expanding

MOST VIEWED CARS SINCE OUR RECORDS BEGAN

Skoda Yeti

According to statistics, these are the models that caught the most reader attention since our records began

2009 Ford Focus 2011 Ford Mondeo 2007 Ford Fiesta 2013 Hyundai ix35 2009

Panda 4.1: Google’s latest algorithm. Not a 4-litre Fiat

A personal touch in a digital world 02 03

24,835,403PAGEVIEWS

USER STATISTICS

1,123,208FORUM POSTS

By David Ross

MOST VIEWED CARS SINCE OUR RECORDS BEGANAccording to statistics, these are the models that caught the most reader attention since our records began

Panda 4.1: Google’s latest algorithm. Not a 4-litre Fiat

Site Statistics03

Cars up by 7% Classics up by 13% Vans up by 23%

SITE GROWTH(Jul-Sep 2015 vs Jul-Sep 2014)

THE SITE IN NUMBERS

5,209,329USERS

7,730,491SESSIONS

5,952,269CAR REVIEWS PAGEVIEWS

16,727VISITS FROM

SOCIAL MEDIA

647,951SITE SEARCHES

Q3: 01/07/15 - 30/09/15

24,835,403PAGEVIEWS

4,407,413MOBILE & TABLET

SESSIONS

USER STATISTICS

120,988REGISTERED

USERS

63,539QUESTIONS

ASKED

27,942NEWSLETTER

SUBSCRIPTIONS

4,194OWNERS’ REVIEWS

Totals taken 30/09/15

1,123,208FORUM POSTS

5,231GOOD GARAGE

REVIEWS

OWNER REVIEWS

+ 19%

+ 21%

+ 39%

+ 45%

JUL – SEP 2015JUL – SEP 2014

NEWS

ASK HONEST JOHN

USED PRICES VALUATIONS

SECTION GROWTH (Sessions)

7%Ford 6%BMW 6%Volkswagen 5%Mercedes-Benz 5%HondaTOP 5 MANUFACTURERS(% of all car review pageviews)

29

% 16% 17%

18% 20%

TOP 5 CARS FOR SALE SEARCHES(% of top 5 share)

TESLASSANGYON

G

SUZUKI

+452%

+114%+43%+18%+16%

INFINIT

I

JEEP

TOP 5 MANUFACTURERSFOR GROWTH Y.O.Y(Pageviews)

By David Ross

Ford Focus

Skoda Octavia

BMW 3 Series

Skoda Yeti

Volkswagen Golf

2015 Trends 04 05

The year of the crossover for HonestJohn.co.uk

While Fiesta, Focus and Golf are the overall big sellers, private buyers increasingly seek crossovers.

Take a glance at the top of the SMMT Top 10 sellers list and it’s pretty clear-cut what the country’s most popular new cars are. But we’re seeing a more mixed picture. With our bias toward private buyers – and particularly those looking in the £20,000 - £30,000 price bracket – we’re seeing more interest in crossovers than ever. It’s been a building trend over the past five years, but this 2015 has been a turning point with

a wider range of crossovers available than ever. First generation models – such as the original Nissan Qashqai and Hyundai ix35 – are now also at prices that make them more affordable for a wider range of buyers – an early ix35 can now be picked up for less than £7500, while the older Qashqai kicks off from under £4000. Greater choice at different price points is fuelling this growth. It means that the list of most popular cars on HonestJohn.co.uk has a different complexion to the overall sales chart, with Suzuki Vitara and Honda HR-V replacing the likes of the Vauxhall Corsa and Volkswagen Golf. It’s interesting to note

that the Nissan Qashqai is our third most popular model and the SMMT’s fifth biggest seller. We’re currently watching both the Hyundai Tucson and new Kia Sportage. Previous generations of these cars were popular with our readers, who tell us they look for practicality, reliability and overall value in their cars. Tucson currently sits just outside our Top 10, but is quickly picking up interest among readers, who are quickly discovering that this is the replacement for the popular ix35 – a previous holder of our Car of the Year title.

We’ve been covering the big motor shows live for several years, using software that allows us to report,

answer questions and post pictures and video in real time. This interactivity really chimes with our readers and figures for our coverage have been increasing with every show. The Frankfurt show saw a total of 147,282 minutes spent by users asking questions and taking in the coverage – more than 16,000 went on to click on one of our other, more conventional, stories.

Live coverage of Frankfurt sets records

By Dan Harrison

By Dan Powell

5 most popular models 2014:

HonestJohn.co.uk UK buyers (SMMT)Nissan Qashqai Ford FiestaNissan X-Trail Ford FocusVolkswagen Golf Vauxhall CorsaFord Mondeo Volkswagen GolfCitroen C4 Cactus Vauxhall Astra

5 most popular models 2015 (to date):

HonestJohn.co.uk UK buyers (SMMT)Suzuki Vitara Ford FiestaFord Mondeo Vauxhall CorsaNissan Qashqai Ford FocusHonda HR-V Volkswagen GolfFord Fiesta Nissan Qashqai

Frankfurt Motor show

05

A record number of users engaged with our live stream show

05

The year of the crossover for HonestJohn.co.uk

Live coverage of Frankfurt sets records

By Dan Harrison

10 Honest Things About Our New VideosLatest HonestJohn.co.uk videos are proving hugely popular – and there’s more to come

The landscape of digital advertising in recent years has been dominated by data. How can brands use emerging technology

platforms to create the perfect relationship between display advertising formats and their target customers? Take Quantcast Measure for example, a powerful statistical technology to help publishers enable brands to engage with their digital audiences in a more meaningful

and connected way. For HonestJohn.co.uk, implementing Quantcast has enabled us to make our user data actionable in our ad server and target specific segments of our audience we might otherwise have had difficulty in reaching. For example, according to Quantcast Measure, more than 25% of HonestJohn’s audience have a household income in excess of £50,000. As a publisher, this means we can offer precise targeting based on “who” a user

is as a pose to “what” they are looking at. For brands, this means the ability to target affluence or general interest groups – such as Ford – or even special interest groups, such as those with an interest in Computers and Technology too. Broadly, it means turning that great relationship between display and data into something actionable in a premium environment and increasing engagement and response for our advertisers.

By John Slavin

05 Videos and Data

How data drives our site

By Sarah Kenvyn

Video is steadily becoming essential online content and YouTube serves as its hub. It’s the third most popular website in the world, so a strong presence with unique, high quality videos is vital.

In 2015 HonestJohn.co.uk started a new video series called 10 Honest Things – fronted by Mark Nichol – and the results have been strong.

Each video review focuses on one car, covering 10 important or interesting aspects.

Despite being online for just a few months, the Nissan Qashqai review has already racked up more than 100,000 views, making for a total view time of more than two weeks.

Reviews for the Suzuki Vitara, Honda CR-V and Citroen C4 Cactus are accumulating views fast too.

With dozens of rival channels covering cars, mastering YouTube is a dark art. But finding a unique presenting style that walks the line between entertaining and informative keeps viewers interested.

This also helps ensure the complicated YouTube algorithm picks up our videos and promotes them to the right audience.

So far there are seven videos live in the new format…

.. with several more in the cutting room, waiting to be uploaded in coming weeks.

Thanks to clearly branded intros, the growing popularity of our videos means more and more people recognise HonestJohn.co.uk.

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Old banger or modern classic?We look into the common question: ‘When does a car become a classic?’

Given that HonestJohn.co.uk launched 15 years ago, we’re starting to see cars that were first reviewed on the site coming through as modern classics. And that means Rovers are starting to be cherished. Just take the 75 – its pass rate has grown from 44.9% in 2000 to 66% in 2006. It’s the same for MGs – up from 51% to 60% over the same period. Of course, some cars are classics straight out of the box. This can be for a variety of reasons: price, rarity, pedigree, sporting prowess, or as a link to social and economic history (e.g. the Austin Allegro). Almost any TVR is an instant classic, while MG’s Z-cars (some of the last cars to be made in Britain and wear the iconic badge) get a free pass, too.

It’s the question we get asked most often here at Honest John Classics: ‘When does a car become a classic?’ But while the question is simple, the answer certainly isn’t. Technically speaking,

a car becomes a classic when it qualifies for historic road tax. Under the current system, which is a rolling one, a car is exempt from paying VED when it turns 40. But 40 years is a long time to wait – is that really when a car becomes a classic? We don’t think so. And some insurers agree with us. Classic broker Footman James is already including MG’s Z-cars (2001-2005) in its

classic car policies. But while the sporty cars qualify, the Rover 25, 45 and 75 that spawned the ZR, ZS and ZT don’t make

the list. Here at Honest John Classics,

we believe that enthusiasts begin treating cars as

classics (rather than bangers) after about 15 years. And we’ve got proof to back that up. Our MoT test data shows that after a car

is 15 years old, it’s MoT fail rate levels out and its

pass rate begins to pick up – a sure sign that these cars are now

starting to be cherished and appreciated…even if their market value doesn’t always rise at the same time. By Keith Moody

2,165,536PAGEVIEWS

371,490USERS

537,550SESSIONS

Honest John Classics 06 07

Q3: 01/07/15 - 30/09/15

Meet the class of 2001

With 2016 on the horizon, many cars are approaching their 15th birthday. Which of these will achieve the coveted status of a ‘classic car’? Here’s a shortlist of the cars that we believe could earn that title. They’re the top runners in our books.

CLASSICS IN NUMBERS

By Keith Moody

Fiat Multipla

Ford Mondeo

Seat Ibiza Cupra

Enthusiasts begin treating

cars as classics after about 15

years

Old banger or modern classic?

By Keith Moody

2,165,536PAGEVIEWS

371,490USERS

537,550SESSIONS

07

Meet the class of 2001

Small businesses fuel demand for Honest John Vans adviceHonest John Vans has been plugging into the start-up boom

The latest figures from the Office for National Statistics (ONS) show that the employment rate in Britain is at its highest since records began in 1971, with 74 per

cent of the country now in work. This surge in employment has been fuelled by a boom in new small businesses, with a record breaking 581,173 start-up firms registered in 2014. Honest John Vans caters for this thriving entrepreneurial culture by providing honest, unbiased advice for van owners and buyers. Those looking for compact and fuel efficient commercial vehicles are particularly well catered for, with Real MPG empowering consumers to be better informed than ever before when it comes to choosing their next van. Owners are also helped with Ask Honest John and the Good Garage Guide ensuring vehicle downtime

is kept to a bare minimum. Page impressions for smaller vans has also increased, with their low running costs, practical carrying and towing capacities providing the perfect solution to the high demands and tight budgets of small scale enterprises. Honest John Vans doesn’t just help new van buyers though, it also aids those looking for a second-hand vehicle, with more and more users tapping into Owners’ Reviews and the MoT Files to get first-hand accounts on how the most-popular vans perform on a day-to-day basis. As a result unique users figures continue to show steady growth, with 145,289 logging on over Q3. Pageviews also continue to head towards the one million benchmark, with an impressive 770,815 clocked up over the past three months.

By Dan Powell

TOP 5 SMALL VANS

CitroenBerlingo 2008Ford Transit

Connect 2014 PeugeotPartner 2008

VANS INNUMBERS

770,815PAGEVIEWS

145,289USERS

214,148SESSIONS

Q3: 01/07/15 - 30/09/15

VANS IN NUMBERS

VolkswagenCaddy 2015 Mercedes

Citan 2013

Real MPG means van buyers are better informed

Honest John Vans

HonestJohn Vans

MOST POPULAR NEWS STORIES

1. Which cars are fitted with an EA189 engine?When the Volkswagen group admitted it had cheated emissions regulations tests, a global automotive scandal erupted. Concerned owners flocked to HonestJohn.co.uk to find out what this meant for them – and found this news item detailing affected models particularly useful.

2. Budget 2015: First MOT to be increased to four years?The Budget is always a confusing time for motorists, with announcements guaranteed to affect car owners one way or another. We detailed how the Government could look to change the age for a car’s first MOT from three years old to four years old.

3. Round up of the best 65-plate dealsPlate-change months are always big news for our readers and they’re keen to compare deals and get the low-down on the best offers. September saw some crackers – as we revealed – and showed our readers are as interested in purchasing new cars as ever.

Jul - Sep 2015: New Forum Posts: 6994 New Questions Asked: 1723 New Owners’ Reviews: 180

Trending: Q3 08

Honest John @_HonestJohn · Sep 23We drive Vauxhall’s new Astra to see if it’s a real contender for the VW Golf & Ford Focus bit.ly/HJAstraTest

Popular Tweets

Honest John @_HonestJohn · Jul 2The new @SKODAUK Superb hatchback impressed us. A lot. Now we’ve tested the estate: bit.ly/1lQrZFJ

Honest John @_HonestJohn · Jul 2The Tucson is back to replace @Hyundai_UK’s ix35... and it’s a big step up from the original: bit.ly/HJTucsonTest

Stay up to date with Honest

Insights and follow us on

LinkedIn or Twitter. If you’d

like to see something covered

in our next issue, please contact

insights@honestjohn.co.uk

MOST POPULAR CAR REVIEWS

2. Hyundai Tucson (2015) 3. Nissan Qashqai (2014)4. Honda HR-V (2013)5. Ford Fiesta (2013)

MOST POPULAR ‘ASK HONEST JOHN’ Q&AS

2. Can I reject my five month old Volkswagen Tiguan due to emissions deception?3. Can I reject Yeti diesel following Volkswagen emissions scandal?4. Should I reject my Volkswagen Passat CC? 5. I need a petrol car with a torquey engine

MOST WATCHED VIDEOS

10 things you need to know: Suzuki VitaraUsed car buying guide: BMW 3 Series10 things you need to know: Citroen C4 Cactus10 things you need to know: Vauxhall Viva

1. Suzuki Vitara (2015)

1. How do I know if I have an EA189 engine?

10 things you need to know: Nissan Qashqai

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Vectors by Freepik