Switch to mobile viewing of automaker sites shows mixed results
More automakers are providing websites that automatically reformat to fit the device on which they are viewed, but their satisfaction rate still trails traditional sites overall, according to the J.D. Power Automotive Mobile Site Study.
Nearly three-fourths of automakers now offer such websites, called responsive sites, in part because overall mobile usage for auto shopping continues to increase.
Automotive manufacturer and third-party websites are increasingly being accessed via smartphones by new-vehicle shoppers, said Deirdre Borrego, senior vice president and general manager of data and analytics at J.D. Power. The study shows that consumers who are satisfied with a website are more likely to take a test drive than those who are disappointed with it.
Satisfaction with manufacturersê mobile websites is much higher among millennials than baby boomers, who tend to be less tech-savvy overall.
Infiniti ranks highest in overall manufacturer website satisfaction, followed by Jeep, Dodge and Lincoln. Among third-party sites, the top three are Cars.com, TrueCar and U.S. News Best Cars.Download Bulletin PDF