2014

J.D. Power Reports: Consumers Expect More Content Available on Mobile; Automakers and Third-Party Auto Websites Are Taking on the Challenge Infiniti Ranks Highest in Automotive Mobile Site Satisfaction among OEM Websites, and Cars.com Ranks Highest among Third-Party Sites

WESTLAKE VILLAGE, Calif., Oct. 10, 2013 /PRNewswire/ -- Today's consumers are more mobile and expect all website content to be available on their mobile devices. Automakers and third-party websites are trying to meet that demand by offering rich content on mobile devices similar to that on desktop sites, according to the J.D. Power 2013 Automotive Mobile Site Study.SM    

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The study finds that some automakers are adopting responsive design technology that provides the same content across all devices, including desktop, tablet and mobile. Those automotive websites that are executing responsive design technology are setting themselves apart as embracing advanced website technology, but they need to ensure all content is displayed appropriately for each specific device.

KEY FINDINGS

  • A large majority (89%) of shoppers expect all website content to be available on all their devices.
  • Two of the 33 OEMs included in the study have fully implemented responsive design on their websites, with several more OEMs experimenting on vehicle model pages.
  • OEM sites that have implemented responsive design have experienced a significant drop in either speed or appearance scores year-over-year.
  • High-performing OEM and third-party automotive mobile sites are effective at providing rich content and offering intuitive navigation, which helps shoppers get to key vehicle information.

"As automotive websites adopt responsive design technology, there are some usability drawbacks for shoppers, specifically in how all that rich content is displayed on a mobile device," said Arianne Walker, senior director, automotive media & marketing at J.D. Power. "Of the two sites that made the full transition to responsive design, one provided shoppers too much scrolling content and the other's structure and appearance made the site seem light on content. Showcasing the vehicle's key features, while providing consistent navigation into the content, may drastically improve the overall mobile shopping experience."

Automotive Mobile Site Rankings
Among OEM websites, Infiniti ranks highest with a score of 800 (on a 1,000-point scale). Following Infiniti in the rankings are Acura (792), Kia (774) and Porsche (772). Among third-party sites, Cars.com ranks highest (743), followed by Kelley Blue Book (703) and Edmunds.com (698).

"Third-party websites have a unique challenge at providing that same rich content regardless of the brand, vehicle segment or cross-shopping needs to really help shoppers get to the key information no matter what they are shopping for," said Walker.  

The 2013 Automotive Mobile Site Study examines the features and content of automotive manufacturer and third-party mobile websites and their usefulness in the vehicle-shopping process. The study includes 9,465 evaluations of automotive mobile websites from vehicle shoppers who intend to purchase or lease a vehicle within the next two years. The study was fielded in August 2013.

Automotive Mobile Site Ranking
OEM Website Segment 
(Based on a 1,000-point scale)



Infiniti 

800

Acura 

792

Kia 

774

Porsche 

772

GMC 

771

Volkswagen 

769

Dodge 

768

Lincoln 

766

Hyundai 

765

Nissan 

765

Fiat 

762

MINI 

761

Jaguar 

760

Chrysler 

759

Jeep 

759

Land Rover 

759

Cadillac 

758

Mercedes-Benz 

757

Ram 

756

Ford 

753

Segment Average 

753

Honda 

751

Scion 

744

Buick 

741

Chevrolet 

741

Mazda 

738

smart 

738

BMW 

730

Subaru 

730

Mitsubishi 

728

Toyota 

727

Audi 

725

Volvo 

709

Lexus 

706




Automotive Mobile Site Ranking


J.D. Power.com Power Circle Ratings

Third-Party Website Segment


For Consumers

(Based on a 1,000-point scale)







Cars.com

743


5

Kelley Blue Book

703


4

Edmunds.com

698


4

Autobytel

684


3

Segment Average

684


3

U.S. News Best Cars

683


3

CarsDirect.com

670


3

AutoTrader.com

666


2

Yahoo! Autos

656


2

Aol Autos

654


2





Media Relations Contacts
John Tews; Troy, Mich. 248-680-6218; media.relations@jdpa.com
Syvetril Perryman; Westlake Village, Calif.; 805-418-8103; media.relations@jdpa.com
About J.D. Power and Advertising/Promotional Rules http://www.jdpower.com/about/index.htm
About McGraw Hill Financial www.mhfi.com 

 

SOURCE J.D. Power and Associates



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