Desktop vs. mobile satisfaction gap widens, says J.D. Power
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Consumer satisfaction with mobile when car shopping is currently outpacing the desktop, according to a recent study released by J.D. Power.
Now in its 18th year, the J.D. Power 2017 Manufacturer Website Evaluation Study Cross-Device—Summer found that, based on a 1,000-point scale, overall satisfaction averages 827 for the smartphone platform and 814 for the desktop.
The consumer insights provider’s latest study measures the usefulness of automotive manufacturer websites during the car-shopping process.
J.D. Power determined the current gap in satisfaction by examining four different key measures: information, content, appearance and speed. Mobile outperformed desktop against each factor.
Mobile vs. Desktop: 3 key measure results
Mobile Desktop
Information/content 822 804
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Appearance 850 832
Speed 817 808
“It is noteworthy, however, that the ranking of manufacturers’ websites varies considerably between smartphone and desktop shopper,” explained J.D. Power in a news release about the study.
“This variation reflects the challenges manufacturers face as they work to deliver world-class shopping experiences across a variety of devices.”
The semiannual Manufacturer Website Evaluation Study was fielded by J.D. Power in May of last year.
