Robert Armstrong
Analyst · TD Securities
Thanks, Steve, and good morning, everyone. We talked on our Q3 call about the implementation of our strategic initiatives on July 1, 2011, including our Detailed Equipment Information program, which involves providing our bidders with an average of 50 high-resolution photos and detailed information about each of the major pieces of equipment in our auctions. We also launched our finance, insurance and warranty programs. And because we've described those to you in the past, I won't go into much detail today, other than to report that they have been well received by our consumers. These programs are contributing to increased confidence and ease for our customers, and feedback has been very favorable.
The introduction of our expanded administrative fee structure on July 1 also went up well. Our repeat and first-time bidder numbers have continued to grow, and there has not been any noticeable impact on bidder registrations, or GAP, as a result of these changes to our fee structure.
One interesting phenomenon that we've been seeing is healthy growth in our Internet traffic. We experienced more than 4 million unique visitors to our website in 2011, which was up 25% compared to 2010, and our non-English speaking visits continued to grow as well, up 22% over 2010. Our website is, not surprisingly, a critical dimension to many of our customer relationships, as well as the key vehicle for introducing new customers around the world to our offerings. As we look to the future, we see that trend continuing, and it's for that reason that we are looking to add complementary online services to keep that momentum going.
This is one of my focus areas in my new role. As Chief Strategic Development Officer, I have responsibility for our IT and business development groups, as well as some other activities. But Pete has asked me to spend most of my time on new strategic opportunities. My main focus is to develop new solutions for equipment owners whose needs are not met by our unreserved auctions.
Our auctions create excellent value for our existing and many more potential consumers, and we think that our core business has many years of growth before it comes close to reaching maturity. In fact, if we were to grow our U.S. and European business to achieve the same level of market penetration we currently enjoy in Canada, we have annual GAP well over $10 billion, and that doesn't even consider the potential of markets like China, Japan and Brazil.
Our core unreserved auction business has lots of runway for growth, which is perhaps best illustrated by our 21% GAP growth in Canada last year in 2011 and that's our most mature and deepest penetrated market in the world. However, we know that many equipment owners' needs are not met by our unreserved auctions. And until recently, we have not spent time designing services for these people. Coming out of the economic turmoil of 2009 and 2010, we committed ourselves to launching complementary services that helps these underserved equipment owners.
Our researchers have identified that as many as 50% of all equipment transactions take place without any intermediary. They're private treaty transactions, in many cases, relying on an online classified listing or a for sale sign stuck to the windshield of the cab of the the truck on the side of the highway as a way of attracting buyers. These are very fragmented and inefficient transactions and not very satisfying for the participants. Our research identified many paying points and unmet needs.
We see this as a problem in need of a solution, and we see opportunity. We believe that Ritchie Bros. is uniquely positioned to deliver and design the valuable services because we have the experience, reputation, the data and the transactional expertise that is needed. Our belief is that these equipment owners are looking for a way to transact that is easy and it gives them control over price. Certainty of sale is not as important to these owners, and our unreserved auction model is not necessarily a solution for them. A transparent marketplace that gives these equipment owners easy access to market values, a deep buyer-and-seller community and confidence regarding both the equipment and the transaction does not exist, meaning that the needs of many equipment owners are not being met by these existing channels.
Just as eBay created a way for you to sell all the stuff in your basement, a solution that simply didn't exist until eBay came along, we are looking to develop solutions for the equipment owners whose needs are not met by our unreserved auctions and who have no easy and confident way to buy and sell equipment. This is squarely within the context of our mission, which is to create compelling business solutions to enable the world's builders to easily and confidently exchange their equipment.
The concept of expanding our service offerings is designed not to cannibalize our core business. It's designed to extend our brand and broaden our menu, so that we can help more of the world's builders exchange equipment and increase our share of wallet with existing customers. We'll be talking more about our initiatives in this area over the coming months, but we thought that today would be a good time to let you know that we are looking into some new and complementary business opportunities. And I should also add that we're open to aligning or partnering with or even acquiring other companies that can bring pieces of the puzzle to the table. We will definitely keep you posted as this exciting initiative takes shape.
And now over to Rob McLeod.