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Drive impact this EOFY with the latest buyer habits.
May 15, 2025
carsales consumer sentiment research shows how brands can align messaging and placements to capture attention and drive action.
The latest carsales Consumer Sentiment Report offers fresh insight into how Australians are navigating vehicle purchases in a market defined by research and value-seeking. For brands and agencies, the report signals an opportunity to persist with messaging, media placements and campaign timing to match real-world consumer behaviour, particularly in the EOFY window.
Consumers are open to influence
Only 24% of buyers are ready to purchase immediately, but 49% have been in market for over a month*. This presents a window for brands to nurture intent with useful, trustworthy and well-timed content across high-impact media placements. With search filtering behaviour on the rise (58% modify their search if they don’t see what they want) and 50% of buyers clicking within the first six listings*, prominence and precision are essential.
What matters most to today’s buyer? Price (69%) and quality/reliability (65%) top the list, but trust in the transaction is also increasing in importance. Dealers are regaining ground, with 29% of buyers now planning to purchase through a dealership, up from 24% last year*. For brands, this means messaging around transparency, vehicle quality and value has that potential to strongly influence conversion.
A campaign moment not to miss
EOFY car buying isn’t confined to June. In fact, 41% of buyers tell us they’ll be purchasing across May, June and well into July*, driven by EOFY deals, tax returns and end-of-season clearance. Additionally, 59% of buyers say inflation has forced them to adjust their car budget* so with that, messaging that respects cost-of-living pressure while reinforcing long-term value and quality are likely to resonate best in this moment.
Brands that invest in relevant and trust-building media activity will be best placed to convert intention into action. Whether through high-ranking ad placements, editorial integrations or precision-targeted messaging across platforms like carsales, the opportunity is there for those ready to meet the moment.
Source:
* carsales Consumer Sentiment Report Wave # 20, April 2025.
A campaign moment not to miss
EOFY car buying isn’t confined to June. In fact, 41% of buyers tell us they’ll be purchasing across May, June and well into July*, driven by EOFY deals, tax returns and end-of-season clearance. Additionally, 59% of buyers say inflation has forced them to adjust their car budget* so with that, messaging that respects cost-of-living pressure while reinforcing long-term value and quality are likely to resonate best in this moment.
Brands that invest in relevant and trust-building media activity will be best placed to convert intention into action. Whether through high-ranking ad placements, editorial integrations or precision-targeted messaging across platforms like carsales, the opportunity is there for those ready to meet the moment.
Source:
* carsales Consumer Sentiment Report Wave # 20, April 2025.
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