J.D. Power Reports: Striking a Balance Between Desktop and Tablet Experiences
Drives Auto Manufacturers to Improve Website Functionality
Acura and Porsche Tie for Highest Rank in Manufacturer Website Evaluation
WESTLAKE VILLAGE, Calif., July, 24 2013
WESTLAKE VILLAGE, Calif., July, 24 2013 /PRNewswire/ -- As tablet adoption
continues to increase, automotive manufacturers strive to provide a satisfying
website experience for both desktop and tablet users by improving
functionality for both devices, according to the J.D. Power 2013 Manufacturer
Website Evaluation Study^SM (MWES)—Wave 2 released today.
The semiannual study, now in its 14^th year, 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.
According to the study, tablet ownership increases 145 percent among
new-vehicle shoppers, a substantial increase to 49 percent in 2013 Wave 2 from
20 percent in 2012 Wave 1. Overall satisfaction among tablet users remains
stable at 815 (on a 1,000-point scale) in 2013 Wave 2, compared with 818 in
Wave 1. Overall satisfaction among desktop users is 823. Notably, satisfaction
among tablet users is lower than among desktop users in two key measures:
navigation (804 vs. 817, respectively) and speed (812 vs. 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. 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 to accommodate both desktop users
and the growing population of tablet users.
Manufacturers have wrestled with how to accommodate tablet users on their
sites. Some websites direct tablet users to their mobile website instead of
the desktop site. However, this practice may be problematic due to the reduced
amount of content generally available on a mobile site. Most manufacturers
currently rely on one of three strategies to accommodate tablet users: 1) send
users 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 non-automotive 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. The resulting benefit, however, is that it provides a
consistent user experience regardless of the screen size or device," said
Arianne Walker, senior director of media and marketing solutions at J.D.
Power. "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
Acura and Porsche (in a tie at 853 each) rank highest in overall satisfaction.
Dodge (851) ranks third, followed by Infiniti and Jaguar (848 each). Overall
satisfaction with automotive brand websites averages 823.
The 2013 Manufacturer Website Evaluation Study—Wave 2 is based on responses
from 10,196 new-vehicle shoppers who indicate they will be in the market for a
new vehicle within the next 24 months. The study was fielded May 8, 2013,
through May 22, 2013.
Overall Customer Satisfaction Index Scores
(Based on a 1,000-point scale)
Land Rover 831
Industry Average 823
About J.D. Power
J.D. Power is a global marketing information services company providing
performance improvement, social media and customer satisfaction insights and
solutions. The company's quality and satisfaction measurements are based on
responses from millions of consumers annually. Headquartered in Westlake
Village, Calif., J.D. Power has offices in North/South America, Europe and
Asia Pacific. For more information on car reviews and ratings, car insurance,
health insurance, cell phone ratings, and more, please visit JDPower.com. J.D.
Power is a business unit of McGraw Hill Financial.
About McGraw Hill Financial
McGraw Hill Financial, a financial intelligence company, is a leader in credit
ratings, benchmarks and analytics for the global capital and commodity
markets. Iconic brands include: Standard & Poor's Ratings Services, S&P
Capital IQ, S&P Dow Jones Indices, Platts, CRISIL, J.D. Power, McGraw-Hill
Construction and Aviation Week. The Company has approximately 17,000 employees
in 27 countries. Additional information is available at http://www.mhfi.com.
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