Honest John Insights Issue 1

7/28/2019 Honest John Insights Issue 1

http://slidepdf.com/reader/full/honest-john-insights-issue-1 1/8

1NEW SITE

21,394,549PAGE VIEWS

16,427,555UNIQUE PAGE

VIEWS

4,201,179UNIQUE USERS

14,212VISITS VIA SOCIAL

REFERRAL

500OWNERS’ REVIEWS

67%OF TRAFFIC

VIA GOOGLE

40%MOBILE AND

TABLET USAGE

HONESTINSIGHTS

• ISSUE ONE •

MARKET TRENDS GOOGLE ANALYTICS WHAT’S NEW ASK HJ

WEATHER TRENDS

1%The dierence between

users looking at saloons and

hatchbacks vs. crossovers

The most popular crossoverNissan Juke

If there’s a new kid on

the motoring block, it’sthe small crossover. The

creation of yet another

niche shows the appetite

of buyers who want a

vehicle with compact

dimensions but with a

raised driving position.

The Nissan Juke

started the trend and last

year saw the launch of the

Vauxhall Mokka with its

counterpart the Chevrolet

Trax following soon after.

French brands are getting

in on the act, too, with the

Renault Captur which we

recently tested, and will

arrive in UK showrooms

in July along with the

Peugeot 2008.

2014 will see Ford enter

the fray with the EcoSport.

There are also rumours

that Honda will be

resurrecting the HR-V

We’ve seen the growing

popularity reected in site

trac with these models

quickly moving up the

rankings.

So do these new

niches signal the end of

the traditional saloon or

hatchback? It wouldn’t

appear so – our top three

reviews from March to

May were the Skoda

Octavia, Volkswagen

Golf and the SEAT Leon.

Together they produced

more than 150,000 page

views. Those three high

quality hatchbacks stick to

a tried and tested formula

which is obviously proving

popular among our users.

But judging by the growth

in page impressions, we

don’t think it will be long

before the likes of the

Captur and 2008 become

equally popular on

the site.

THE SITE INNUMBERS

1ST TOP TEN SMALL HATCHBACKS

2ND TOP TEN MEDIUM FAMILY CARS

3RD TOP TEN ESTATE CARS

www.honestjohn.co.uk 1 March - 31 May 201301

Mokka 2012

Trax 2013

Captur 2013

2008 2013

Ecosport 2014

TWO WEEKS OF SUNSHINE rom 22nd

April – 7th May saw a 137% increase in people

looking at our top ten conver tibles, taking them to

2nd place behind small hatchbacks, and pushingmedium amily cars back to 3rd place. For the rest

o the period convertibles were in 12th place.

Convertible and generic automotive keywords

and their WoW growth or April provided by

Google Automotive trends:

Audi S4 83.13%

Hyundai 21%

Nissan 18.74%

Mazda MX5 12.76%

BMW convertible 12.04%

The most popular convertible during the

warm weather was the Mercedes SLK

(2004-2011) followed by the BMW Z3

Roadster (1997-2003) model and in 3rd

place was the Mazda MX5 2005 model.



HJ TRENDS

USERENGAGEMENT

199,390GOOD GARAGE

GUIDE VISITS

16,559*NEWSLETTER

SUBSCRIPTIONS

5,429GARAGE’S ON THE

GOOD GARAGE

GUIDE

4,692NEW

REGISTRATIONS

2,521GOOD GARAGE

REVIEWS

2,202QUESTIONS ASKED

299NEW GARAGE

REVIEWS

*Average for March, April

and May 2013

Hyundai ix35 wins Car of the Year at Honest John Awards 2013

Top three manufacturers and their top three models

FORD BMW VOLKSWAGEN

K U G A G

O L F

4 S E R

I E S

F I E S T A

S T U p !

3 S E R I E S

F I E S T

A

P O

L O

1 S E R I E S

1 March - 31 May 2013 www.honestjohn.co.uk



REAL MPG

Real MPG was launched in April 2011 and allows

drivers to log the true fuel economy of their

vehicles. It has since developed into a databaseof more than 40,000 Real MPG submissions,

covering almost 2,500 model and engine

combinations of cars from 2006 to 2013.

Real MPG provides the most usable everyday

alternative to the ofcial fuel economy gures by

using real life data provided by users. It takes the

average fuel consumption from all entries for the

most realistic results.

Best performingmodels forthree popularcategories this Q

The best performers:

So what is it?

SMALL HATCHBACK:

1] Honda Jazz

46.8mpg equivalent to 90.8% of the

average combined mpg

2] Suzuki Swift



3] Citroen C3

53.6mpg equivalent to 86.5mpg of the


CROSSOVER:1] Skoda Yeti

41.8mpg – equivalent to 88.6% of the


2] Hyundai ix35



3] Nissan Qashqai



CONVERTIBLE:

1] Volvo C70

41mpg equivalent to 96.3 % of the


2] Mazda MX-5 RC



3] Volkswagen Eos



BEST REAL MPG PERFORMER AT

THE HONEST JOHN AWARDS 2013Suzuki SX-4

Average 40.2 MPG

(97.1% of the ofcial gure)




24.25%OF ALL SOCIAL

TRAFFIC COMES

VIA TWITTER

04

SOCIAL & MOBILE

What do our readers want to know?Most popular news stories

MOBILE USAGE

Google Automotive

trends show tablet

and mobile searches

increasing by over

1000% YoY. Honest

John mobile and tablet

usage has increased by

108% from last year.

This increase doesn’t

overtake desktop usage

as most users are in a

research frame of mind.

35%OF ALL VISITS WERE

THROUGH A MOBILE

DEVICE

34%OF MOBILE VISITS

WERE THROUGH AN

APPLE IPAD

32%OF MOBILE VISITS

WERE THROUGH

APPLE IPHONE

Trac during the day is 80:10:10 across Desktop,

Mobile and Tablet as people are more likely to use a

computer at work. During the evening

this ratio turns to 60:20:20 as

people tend to use mobiles

and tablets while in front

of the TV as tablets

have replaced

the household

computers.

Take a look at

this graph below.

It shows when Dave

(TV Channel) repeats the episode of Dragons Den

showing the concept electric car BEE, which all

dragons opted out of. Trac

is signicantly increased

to that particular page

indicating people browse

the internet and watch TV

simultaneously. The smaller

peaks indicate early

morning showings,

the larger spikes

indicate afternoons

and weekends.

61.45%

OF ALL SOCIAL

TRAFFIC COMES

VIA FACEBOOK

FACEBOOK REFERRALS

Budget Day

20th March 2013

Referrals in relation

to Fuel Duty and Car

Tax story

Death of Margaret Thatcher

9th April 2013

Referrals in relation to

Declassied government

documents: The Future of

British Leyland

BBC Breakfast

Tuesday 14th May 2013

Referrals in relations to

Most Endangered Cars story

4,381FACEBOOK

PHOTO VIEWS

20 MAY 2013

AFTER THE HONEST

JOHN AWARDS

560,660 YOUTUBE VIEWS

15 March 29 March 12 April 26 April 10 May

April 2013 May 2013

2000

250

4000

Visits to the site

via facebook

500

Page ViewsThurs 14

March

312 Views

Sun 14

April

402 Views


Wed 24th

April

301 Views



SMALL HATCHBACKS

The rise in popularity

of city cars has

been huge on

HONESTJOHN.co.uk in

recent months. And the

reason is the trio of the

Volkswagen

Up, SEAT Mii and the

Skoda Citigo. The latter

has been phenomenalwith trac up 34%

compared with the

previous three months.

We’ve been just as

impressed by these

three and it’s no surprise

to see how well they’re

performing on the site.

We described the Mii as

a “stylish and aordable

small hatch” in our

review and thought the

Citigo was “one very

well packaged design”

while the Mii is “nimble,

distinctive, well built

and represents good value

for money.”

The question is – will

the rise in popularity of

city cars have an eect

on small hatchbacks like

the Ford Fiesta. Well it

certainly looks that way

judging by the statistics

from site trac. The Fiesta

and Corsa have both seen

drops in trac although

the Jazz and new Clio

have both seen rises.

With the gap between

dierent segments getting

ever more blurred, we

predict that the rise in

quality, practicality and

renement of city cars

will see the dierentiation

between city car and small

hatchback disappear as

buyers seek the best value

for money.

Small Hatchbacks The rein of the City Car

DID YOU KNOW?

city cars are up

71% on last yearand youraverage smallcar is only up

16% on last year.

On average

ANALYSIS:

Volkswagen Up

SEAT Mii

Skoda Citigo

CITY CAR VS. SMALL HATCHBACK

It’s no surpriseto see how wellthey’re performingon the site

“

Volkswagen Up!

+30%

SEAT Mii

+48%

Skoda Citigo

+209%

Kia Picanto

-0.5%

-10 0 10 20 30 40 50

% on same period last year

Fiesta

-8%

Corsa

-18%

Jazz

+45%

Clio

+48%

Yaris

+13%

-20 -10 0 10 20 30 40 50

% on same period last year

Vs www.honestjohn.co.uk 1 March - 31 May 2013



HJ CLASSICS

Honest John Classics arose as there was a clear

gap in the UK online market for a general advice

and review-driven classic car site. The idea that

a visitor would like to nd out more about the older car

of his or her dreams and could visit a single resource

site to nd out how that car drives; what you need to

look for when buying and running one; how many are

left; how they perform in MoT tests; and then learn more

about the model history seemed like an inspired one.

And yet, no one’s really done it before in a simple easy

to navigate way like www.honestjohn.co.uk.Keith Adams, our Classics editor, suggested that we

could extend the format of the main site to create a

new classics-related site, and was met with a positive

response. Knowing we all had the same idea was one

thing – then being given a few weeks to make it happen

with a strict deadline was something else entirely. It

helps that Keith is passionate about old cars – and

might explain why the HJ team burned the midnight oil

to serve up a new site on deadline, and ensure it was

comprehensively stocked with content from day one.

W

e obtained the DVLA data on how

many cars are still on UK roads, and

whether they are taxed or SORN’d.

This data might be freely available, but making

sense of it is something else entirely. But

again, we crunched the numbers, matched the

names and have produced gures for all of the

classic cars that were correctly registered in

the rst place.

From that, we then compared with

original production numbers to create a

list of percentages remaining to create an

endangered list – little did we know the media

would nd this quite fascinating with the

BBC TV and local radio, as well as various

national newspapers, picking it up. Our story

ended up being the most viewed on the BBC

website that day... quite an achievement, and

proof positive that old cars really do have

widespread appeal!

923,204

PAGE VIEWS

771,863UNIQUE PAGE

VIEWS

180,579PAGEVIEWS ON

14TH MAY 2013

#MOST

ENDANGERED

CARS

23,830PAGEVIEWS IN

FIRST MONTH OF

LAUNCH

14,212VISITS VIA SOCIAL

REFERRAL

CLASSICS INFIGURES

Page Impressions in the frst

month indicate extremely

successul MoM growth.

The story behindHonest John

Classics

SURPRISINGLY THE MOST SEARCHED classic car in the rst ew weeks – and thereore our rst classic o the month –

is the Renault 5 Gordini. This hotted-up version o the R5 was sold in the UK between 1979 and 1982 beore being replaced

by the Gordini Turbo, but clearly made quite an impression in those three shor t years. We’re all surprised that the review

page has been hit as many time it has been or this excellent little car, and have already made sure that we’ve given an R5

that belongs to the Renault UK Heritage feet the ull road test treatment to give all o its ans something to enjoy.

The editorial team at HJ HQ decided we needed some

meaty content to launch the site with. So we raided the

National Archives to see what documents were availableabout British Leyland while it was under government

control – and were surprised at just how much was

there, and how much had yet to be publicised.

Keith wrote a feature that covered the rst few months

of Margaret Thatcher’s premiership – and readied it for

the launch of Honest John Classics. Little did any of us

know what was in store for us on launch day – Margaret

Thatcher died, and interest in her sky-rocketed! Although

it was a sad day for British politics, it was a heck of a

scoop for Honest John Classics.

BRITISH LEYALAND

THE THATCHER YEARS

TOP 20 #MOSTENDANGEREDCARS

CLASSIC OF THE MONTH

Ford Sierra Rover SD1 Austin Allegro Austin Montego




HJ VANS

TOP FIVE VOLUME

MANUFACTURER MoTPASS RATES

1] Toyota 65.4%

2] Fiat 63.8 %

3] Volkswagen 57.6 %

4] Peugeot 57.6 %

5] Mercedes-Benz 54.7 %

THE TOP SELLING

VANS OF 2012

For the uninitiated,

buying a van can be a

complicated business.

With so many variants

and options it’s often easy

to ask what are the most

popular selling models?

According to the SMMT

fgures these were the

top fve in 2012.

1] Ford Transit

2] Mercedes-Benz Sprinter

3] Vauxhall Vivaro

4] Volkswagen Transporter

5] Peugeot Partner

v

Our fve Most

Popular Vans

1] Mercedes-Benz Citan

2] Ford Transit Custom

3] Volkswagen Transporter

4] Nissan NV200

5] Hyundai iLoad

332,325

PAGEVIEWS

251,015UNIQUE PAGE

VIEWS

12,212AVERAGE

PAGEVIEW GROWTH

EACH MONTH

VANS INNUMBERS

A van load of visitors to our new LCV siteHonest John Vans was launched in February and has proved a real success,

surpassing our expectations. In the rst month we served 95,000 page views and

May saw that rise to 125,000. Steady growth and we’ve got plenty more to comeincluding some great features and a whole new section we can’t tell you about yet...

Following on from our high prole MoT

story of last May, we’ve now been able

to launch The Van MoT Files. And the

results make interesting reading. Of

course what everyone wants to know

is what the best performing van was.

Well we set a benchmark of a 1000

MoT tests to get a more representative

picture of the market. The van that

came out top was the 2008 Toyota

Hiace with a pass rate of 81 per cent.

Toyota was also the top performing

mainstream manufacturer.

CAR-BASED VANS

When was the last time you saw one of these? The Austin Maestro Van

is a rare sight these days and car based vans like this and the Ford

Escort Van are a dying breed. Even the ubiquitous Vauxhall Astra van

is no more as manufacturers move towards more specialised vehicles.

But that doesn’t mean cars and vans are moving further apart – in fact

the relationship between passenger cars and commercial vehicles is a

tight one. This is evident in the fact that there are now more van-based

people carriers than ever.

THE VAN MOT FILES

81%PASS RATEON MoTs

Toyota Hiace




Most popular tags for published questions asked

HJ TRENDS

TBD – best car for high MPG

when driving at 85mph

140 postsOil Change, x miles/1 yr,

whichever comes sooner

121 posts

Cyclists and the law, or

indeed above it

105 posts

HJ’s most popular this Q The lowdown on trending topics at HONESTJOHN.co.uk

Most popular searches in site-wide search box

Dual Mass Flywheel

Tyres

DMF

Ford Focus

Vectra Diesel 2.0

Most popular news stories

Honest John Awards 2013: The Winners

Geneva Motor Show

Budget 2013 road tax rates

Shell V-Power Nitro+ promises even

better performance

Mixed messages about falling used car

prices from the auctions

Tags with most page impressions

[1] Technical Issues

[2] Diesel Particulate Filter

[3] Buying

[4] DSG

[5] High Seating Position

Honest John

Community Forumthreads with themost recentlyadded posts

Most popular onYouTube

Ford Fiesta ST 2013Road Test

38,652 Views

2013 VW Golf Mk VII

Road Test

21,250 Views

Renault Captur 1.5d Cl

Road Test

17,125 Views

HONESTINSIGHTS

BuyingTechnical Issues

OwningUsed Cars

New Cars

Legal and consumer advice

Small Cars

Insurance

Automatics

Wheels and tyres

STAY UP TO DATE WITH HONEST INSIGHTS AND FOLLOW OUR LINKEDIN COMPANY PAGE OR TO ADVERTISE ON OUR SITE CLICK HERE

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Honest John Insights Issue 1

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Transcript of Honest John Insights Issue 1