Digital 100 Automotive Winner: Mobil Promotions

Do it yourself and search for lower costs emerge as auto-related trends

The Digital 100 Auto sector shows consumers have become more frugal, and are searching for promotions, lower costs and repair their own vehicles rather than replace them.

Automotive is one of 10 key categories that make up the annual Similarweb Digital 100 ranking of the fastest-growing companies on the web. The ranking is based on desktop and mobile web traffic from the United States (see also the reports for the U.K., Germany, France, and Japan, with one for Australia to follow.

Key takeaways

• mobilpromotions.com saw 248% growth in web traffic in 2022, as consumers look to offset spiking oil prices with rebates and deals.
• Second place winner ccacar.com is an auto auction site, highlighting the search for lower-cost alternatives to rising car prices and increased used car prices at dealers. The site saw 115% growth in 2022.
• Third-place winner gasbuddy.com (90% growth) helps consumers find the lowest gas prices in their area, which has increased in importance amid the spike in fuel costs in 2022, with gas spiking at times to over $4/gallon.
• Auto parts and repairs make up much of the rest of the list, as consumers seem to be looking to repair rather than replace vehicles. Tireagent.com (87% growth), mbenzgram.com (auto parts, 68% growth), snaponepc.com (auto repair tools, 67% growth), repairsmith.com (auto repair, 65% growth), Shopkeypro.com (auto repair 64% growth), atechmotorsport.com (auto parts, 60% growth) and hondapartsnow.com (auto parts 60% growth) round out the list.
• Notably, no car dealers or EV companies made the list, a potential sign consumers are weary of high car prices, and less enamored with EVs.

Overall trends in auto include do-it-yourself and frugality

The growth of names on the D-100 auto list is evidence consumers are doing more of their own work on their vehicles, including changing their own oil, replacing tires, repairing vehicles rather than replacing, and buying parts and tools for auto repair. Names like tireagent.com, repairsmith.com, SnapOnpc.com, and hondapartsnow.com all show that consumers are looking to save money and do their own repair work in many cases. Also in line with the trend for frugality is auto auction site ccacar.com (115% growth) and third place gasbuddy.com (90% growth), which helps consumers find the lowest gas prices in their area. Below are the winners in the Similarweb Digital 100 Auto Sector:

In terms of growth rate, mobilpromotions.com’s growth was more than twice that of the nearest name on the list. But in terms of size, GasBuddy, with 132 million total visitors in 2022, was by far the largest domain on the list.

Mobilpromotions.com leads list dominated by do-it-yourself, search for lower costs

After being largely nonexistent for most of 2021, mobilpromotions.com started to see strong traffic growth in July 2022, with a notable second spike in November 2022. Overall, the site saw 248% growth in 2022, leading the sector. Mobilpromotions.com provides promotions and deals related to the purchase of Mobil oil.

Strong traffic growth to this site is in line with the trend towards frugality and do-it-yourself that you see throughout the Digital-100 auto sector. Consumers have clearly become more worried about inflation and the economy, and this is showing up in changing their own oil, buying their own car parts, or buying used cars rather than new ones.

Below is a look at traffic to mobilpromotions.com over the past two years.

The site gets over 20% of its visits from referring traffic and very little traffic from organic search (2%), which tells us that if you do not already know the site, chances are you do not know much about it. Direct searches are 65% of traffic, with the remainder coming from social media (8%), Email (2%), display ads (2%) and paid search (1%).

Surprisingly, 63% of visitors are female and the leading demographic category is ages 25-34 (25%) and ages 35-44 (22%).

More from the Digital 100

For more details, visit the Similarweb Insights blog for posts on individual categories. A series of infographics are also available for the media and use on social media.

Eligibility criteria: The rankings are based on industry categories Similarweb tracks on an ongoing basis, ranked based on year-over-year change in their total traffic for 2022 over 2021. To qualify for the U.S. ranking, a domain had to average at least 100,000 monthly views for 2022 and 50,000 for 2021. Domains that had no measurable traffic at the beginning of 2021 were also eliminated.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.

by Jim Corridore

Senior Analyst

Jim provides insights across multiple sectors. With 30 years on Wall Street and numerous awards for stock-picking, he is a SUNY Albany graduate.