FirstCar Research Report 2025

R E V I R D W E N

S T H G I S IN 2025

UNDERSTANDING THE

NEW DRIVER FIRST CAR WAS ESTABLISHED OVER TWO DECADES AGO, and we’ve come a long way since the initial idea to start FirstCar in my sixth-form common room.

We’re most famous for providing award-winning educational resources to every new driver at two key milestones in their learning-to-drive journey – the theory and practical driving tests. Through reader engagement within our FirstCar Theory and FirstCar Practical magazines, published in association with DVSA, we understand new drivers’ wants, needs and concerns on an unparalleled scale.

Around one million learner drivers take to our roads each year, with most progressing to pass their driving test - a key milestone in life. While learning to drive is relatively short, many key decisions are made during this time. Those who wish to efficiently market their products and services to this conveyor belt of new drivers must understand a young driver’s buying behaviour.

We’re publishing this report to share the knowledge gained from our most recent research to help you shape your marketing strategies to better engage with today’s new driver.

James Evans Founder, FirstCar james@firstcar.co.uk

*FIRSTCAR RESEARCH, DEC ’24, 536 RESPONDENTS.

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L E A R N IN G T O D R

IV E

HOW LONG DID IT TAKE FROM STARTING TO LEARN TO DRIVE, TO PASSING YOUR TEST?

WHEN YOU TOOK YOUR THEORY TEST, HOW MUCH DRIVING HAD YOU DONE?

7 - 12 month

3-6 months

30%

33%

Not driven

26% Less than 3 months

13%

1 -2 years

15%

Over 2 years

9%

With a friend/ relative

Lessons with instructor

17%

57%

3-6 months

HOW LONG DID IT TAKE FROM PASSING YOUR THEORY TEST TO PASSING YOUR DRIVING TEST?

38%

Less than 3 months

23%

7 - 12 month

Over 2 years

4%

22% 1 -2 years

13%

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IN SU R A N C E WHEN WILL YOU BUY LEARNER INSURANCE? Before learning to drive

33%

HOW DID/WILL YOU RESEARCH FOR POST-TEST INSURANCE?

15%

18%

Recommendations from friends/ family

Insurance companies

12% FirstCar magazines

5%

Whilst learning to drive

Social media

67%

1%

24%

Influencers

25%

Online search

WHEN DID/WILL YOU START TO RESEARCH POST-TEST INSURANCE? Once I passed

50%

Whilst learning

42%

Comparison websites

WHAT IS IMPORTANT WHEN PURCHASING INSURANCE? fo

Before learning

8%

ilit

y

l ve er d Le cov f fere o f f o pe o Tyolicy r p me l o t s s na Cu view ditio ts i re Adenef d on an tati b r B pu re

20% 17% 13% 11% 9%

30%

Af

b rda

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IN SU R A N C E

HOW SOON AFTER PASSING YOUR TEST DID/WILL YOU BUY YOUR INSURANCE? Immediately

54%

Within a month

23%

When purchasing the insurance, who will is/will be the main funder?

75%

1 - 3 months after

15%

MYSELF

Over 3 months after

8%

DID/WILL YOU CONSIDER A BLACK BOX OR TELEMATICS PRODUCT? YES

NO

42% 40% NOT SURE

18%

1% 4% 20% FINANCE OPTION

ANOTHER FAMILY MEMBER/ FRIEND

PARENT/ GUARDIAN

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C A R BU Y IN G WHEN WILL/DID YOU BUY YOUR FIRST CAR? Over a year after passing Not sure

7%

Whilst learning

Within 3 months of passing

16%

Over a year after passing

7%

WHEN WILL/DID YOU BUY YOUR FIRST CAR?

29% 29%

WHAT’S YOUR BUDGET?

12%

UP TO £5K

3 -12 months of passing

5%

NEW

7% UP TO 2YRS OLD 70% OVER 2YRS OLD 18%

NOT SURE

WHAT SOCIAL PLATFORMS DO YOU USE?

22% INSTAGRAM 20% FACEBOOK 20% YOUTUBE

7% X

67%

15% SNAPCHAT 14% TIKTOK

25%

£5-£10K

5%

£10-£15K

3% OVER £15K

2% THREADS

FIRSTCAR HAS HELPED ME…

THOSE WHO ‘STRONGLY AGREED’ OR ‘AGREED’

79% INCREASE MY UNDERSTANDING OF GENERAL DRIVING ISSUES 77% BECOME A SAFER DRIVER 75% LEARN SOMETHING NEW 72% ACCESS VALUABLE INFORMATION 80% BE MORE AWARE OF DANGERS ON THE ROAD

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