J.D. Power Reports:Videos Are More Important Than Ever in Satisfying Automotive Shoppers with Their Experience on Third-Party Automotive Websites
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Edmunds.com Ranks Highest among Automotive Third-Party Websites
WESTLAKE VILLAGE, Calif.: 26 March 2014 — Vehicle shoppers who are able to access and use videos on third-party automotive websites during the shopping process are significantly more satisfied with their experience than are those who do not use video (811 vs. 733, respectively, on a 1,000-point scale), according to the J.D. Power 2014 Third-Party Automotive Website Evaluation StudySM released today.
Additionally, 48 percent of shoppers planning to purchase a vehicle during the next month say that videos are “very important” in helping them make their purchase decision, compared with 36 percent in 2013.
- More than two-thirds (68%) of shoppers indicate that videos are important in their online vehicle shopping process.
- Videos become more important as shoppers get closer to purchasing a vehicle, with 35 percent of those within 6 months of purchase saying videos are “very important” vs. 20 percent of shoppers whose purchase is 6 months or more away saying the same.
- Among shoppers who use videos to assist them in the vehicle shopping process, 28 percent say they want more videos that demonstrate specific features, while 26 percent say they want more videos that demonstrate vehicles in real-life use.
“As the Web continues to become more visual, in part as a result of increasing bandwidth and easily accessible Wi-Fi, consumers are expecting to access rich content through the use of videos,” said Arianne Walker, senior director, automotive media & marketing at J.D. Power. “That said, it’s important for third-party websites to maintain the valuable content they provide through still shots and text that allow consumers to access detailed information, and then continue to engage them with video as they get deeper into the shopping process.”
According to Walker, “it’s still important to provide images and text to help shoppers understand a vehicle; however, some vehicle features are more exciting to consumers and easier to illustrate with video, such as infotainment systems, vehicle handling and emerging technology.”
The study measures the usefulness of third-party automotive websites during the new- and used-vehicle shopping process by examining four key factors (in order of importance): information/content; navigation; appearance; and speed.
In 2014, overall satisfaction with third-party automotive websites averages 748. Edmunds.com ranks highest in the study with a score of 786. Cars.com (783) and U.S. News Best Cars (764) follow Edmunds.com in the rankings.
The 2014 Third-Party Automotive Website Evaluation Study is based on evaluations from more than 3,300 new- and used-vehicle shoppers who indicate they will be in the market for a new vehicle within the next 24 months. The study was fielded in January 2014.
Websites evaluated in the study were selected based on meeting the following criteria: must be a third-party automotive site; have the ability for consumers to shop for both new and used vehicles; and be among the most frequently visited sites based on behavioral data.
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