2012 Manufacturer Website Evaluation Study (MWES) -- Wave 2 Results
Study findings show a dramatically higher percentage of online new-vehicle shoppers (35%) now own a tablet device than in January of this year (20%), when the first wave of the 2012 study was released. This trend has prompted auto manufacturers to design sites that are more compatible with tablets, while keeping or adding features that also maximize the convenience of shopping online among desktop users.
Overall satisfaction with the usefulness of automotive brand Websites has increased by 46 points (on a 1,000-point scale) to 818 in Wave 2 of the 2012 study, compared with Wave 1.
Auto manufacturer Websites that have achieved the greatest improvements in online shopper satisfaction have incorporated the following best practices:
- Higher contrast in navigational elements, including clearer buttons
- Larger text and less clutter
- Easier access to tools important to shoppers
The study measures the usefulness of automotive manufacturer Websites during the new-vehicle shopping process by examining four key measures (in order of importance): information/content, navigation, appearance, and speed.
The Dodge brand Website ranks highest in overall satisfaction in Wave 2 with a score of 847, and significantly improves in all four measures from Wave 1. Dodge is followed in the rankings by Mercedes-Benz (846); Porsche (843); Jeep (838); and Lexus and Smart in a tie (836).
The 2012 Manufacturer Website Evaluation Study--Wave 2 is based on evaluations from more than 10,000 new-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded from May to June 2012.