Consumers Expect the Same Content on their Smartphones as on PCs, Tablets
Today's consumers expect all website content to be available on their mobile devices. Both automakers and third-party auto websites are trying to meet that demand by offering rich content on mobile devices that is similar to that offered on desktop sites, according to the J.D. Power 2013 Automotive Mobile Site Study.SM
Some automakers are adopting responsive design technology on their sites, according to findings in the J.D. Power study that examines the features and content of automotive manufacturer and third-party mobile websites and their usefulness in the vehicle-shopping process. This advanced Web technology helps them provide the same content across all devices--including desktop, table and mobile or smartphones.
"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.
High-performing automaker and third-party automotive mobile sites provide rich content and offer intuitive navigation, which helps shoppers get to key vehicle information.
Of the 33 OEM websites included in the study, 20 rank at or higher than the segment average of 753 points (on a 1,000-point scale) in mobile site satisfaction. Infiniti ranks highest with a score of 800, followed by Acura (792), Kia (774); Porsche (772); and GMC (771).
Cars.com ranks highest (743) in automotive mobile site satisfaction among third-party automotive websites. Following Cars.com in the third-party website segment rankings with scores that are at or above industry average of 684 are: Kelley Blue Book (703); Edmunds.com (698); and Autobytel (684).
"Third-party websites have a unique challenge in 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," Walker said.