2017 Manufacturer Website Evaluation Study Cross-Device—Summer: Gap Widens Between Mobile, Desktop Website Satisfaction
The J.D. Power 2017 Manufacturer Website Evaluation Study Cross-DeviceSM—Summer suggests that the gap is widening between mobile and desktop auto manufacturer website satisfaction. According to the study, overall customer satisfaction with automotive manufacturer websites averages 827 (on a 1,000-point scale) for the smartphone platform, and 814 for the desktop platform.
The Manufacturer Website Evaluation Study Cross-Device is a semiannual study that measures the usefulness of automotive manufacturer websites during the process of shopping for a new vehicle by examining four key measures (in order of importance): information/content; appearance; speed; and navigation.
The study shows a slight increase in overall satisfaction, but also a slight increase in the gap in satisfaction between smartphone and desktop shoppers compared with the previous edition of the study. In that study, satisfaction was 825 among shoppers using the smartphone platform, compared with 816 for desktop. The gap increases for several key measures: information/content (822 vs 804); appearance (850 vs 832); and speed (817 vs 808).
The most recent study shows considerable variation in the ranking of manufacturers’ websites by smartphone and desktop shoppers: that is, some websites apparently perform better on one device than on the other. However, the range of satisfaction ratings is not broad. For desktop use, Porsche comes out on top with a website satisfaction rating of 856, while Nissan brings up the rear at 784. For mobile devices, Cadillac ranks highest with a score of 878, while Volkswagen is at the bottom at 791. Other top performers for desktop use are Fiat (852), Land Rover (849), Audi (842), and Genesis (838). For mobile devices, the other leaders include Land Rover (859), Mini (849), Genesis (848), and Acura (847).
About the Study
The Manufacturer Website Evaluation Study Cross-Device is a semiannual study. Now in its 18th year, the study measures the usefulness of automotive manufacturer websites during the new-vehicle shopping process by examining four key measures: information/content, appearance, navigation and speed. The 2017 Manufacturer Website Evaluation Study Cross-Device—Summer was fielded in May 2017.