Auto Websites Seek to Please PC, Tablet Users
WESTLAKE VILLAGE, Calif. -- As adoption of tablet computers increases, automakers strive to provide a satisfying website experience for both users of desktops and tablets by improving functionality for both devices. Acura and Porsche websites are tied for highest in overall satisfaction, reports J.D. Power and Associates.
J.D. Power's semiannual 2013 Manufacturer Website Evaluation Study, in its 14th year, measures the usefulness of automotive manufacturer websites as consumers shop for new vehicles by examining four key measures (in order of importance): information/content, navigation, appearance and speed.
Acura and Porsche received satisfaction scores of 853 to top the list of 34 manufacturer websites. Dodge (851) ranks third, followed by Infiniti and Jaguar (848 each). In comparison, Ford earned 819 for 18th place; Chevrolet 815 for 26th place; Toyota, with 809, is in 30th; and coming in last with a score of 794 is Audi. Overall satisfaction with automotive brand websites averages 823.
Tablet ownership increased 145% among new-vehicle shoppers, a substantial increase to 49% in the first study this year from 20% a year ago. Overall satisfaction among tablet users remains stable at 815 (on a 1,000-point scale). Satisfaction among owners of tablets users is lower than among desktop users in two key measures: navigation (804 versus 817, respectively) and speed (812 to 831, respectively). These substantial differences are the result of most manufacturer websites being designed for a desktop.
While it is possible to navigate many desktop-optimized websites on a tablet, navigation and website functionality may not be fully optimized for tablet navigational behaviors, Power suggested. Therefore, manufacturers continue to refine functionality to meet the needs of both desktop and tablet users. Considering the varying screen sizes among desktops and tablets, a critical challenge for manufacturers is finding the right balance that accommodates desktop users and the growing number of tablet users, Power officials said.
Most manufacturers employ one of three strategies to accommodate tablet users: 1) send them to their desktop site; 2) send users to a separate site designed for tablets; or 3) offer a responsive design website that accommodates desktop, tablet and mobile users. Responsive design, which automatically modifies websites to accommodate any device and screen size, has gained popularity across many nonautomotive websites with some manufacturers having made the transition to this format.
"Launching a responsive design website requires a big commitment, requiring a major overhaul of the site, including extensive development time and cost by manufacturers," said Arianne Walker, senior director of media and marketing solutions at J.D. Power. "The resulting benefit, however, is that it provides a consistent user experience regardless of the screen size or device. There is definitely positive movement with the adoption of responsive design websites in the automotive industry. For example, during the study fielding period, Lexus's responsive design website was already active and Mercedes-Benz introduced responsive design on one of its model pages. This is not just a trend in automotive, it is being deployed by businesses in other industries, including global quick-service coffee chains, consumer and enterprise software manufacturers and newspapers. J.D. Power believes this approach may be one good solution to address the challenge of accommodating device proliferation."
Published by The Business Journal, Youngstown, Ohio.
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