Market Overview

Web Design Is the Main Factor in Auto Brand Ranking


(EMAILWIRE.COM, August 10, 2013 ) Montreal, Canada -- J.D. Power and Associates has conducted its new semi annual ranking of automobile manufacturer websites for July 2013. The study is based on a survey of 10,196 people that plan to purchase a new vehicle within the next two years and ranks the respective websites by auto brand.

Consumers today are using a variety of devices to do their shopping and automobile manufacturers are competing on the internet to seize potential buyers as well as create that critical first impression. The web provides an ideal means of communication for an automobile manufacturer to differentiate itself from its competition.

Automobile websites are complex in nature and need to provide users with rich content as well as innovative shopping tools. The type of device a customer is using to access this content is the starting point in the website development process. What looks good on a widescreen desktop may not be practical for a smartphone or tablet PC.

Responsive web design is being used increasingly to optimize the viewing experience by particular device. Auto marketers are trying to prevent viewer frustration, which decreases website usage and potential sales, by providing content that is appropriate to the screen size on the users devices. As a basis for the rankings, J.D. Power and Associates used four metrics: appearance, load speed, navigation and the type of information or content.

The study also found a significant increase in the number of tablet devices being used by consumers to shop for new vehicles. Tablet usage is up 145 percent from its 2012 level. If automakers want to maintain one site, instead of individual sites for each device, they will have to adopt responsive design technology going forward.

Auto marketers will have to continue developing features that make use of the advantages of each device such as the wide screen on a desktop, portability of a smartphone and the untapped features of a tablet PC. Six months from now J.D. Power and Associates will take another survey and take note of the changes in ranking. By then, a greater number of potential buyers will be using tablets.


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