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BizReport : Ecommerce archives : October 14, 2015

Mobile website experience drives loyalty, test drives for auto brands and retailers

Larger smartphones are gaining popularity among consumers who are better able to interact with retail content. New research from J.D. Power found that mobile shoppers looking for a new vehicle access a wider range of content when using a phablet.

by Helen Leggatt

Screen size is a crucial design consideration for car manufacturers and retailers as mobile shoppers demand a better experience. J.D. Power's report reveals that mobile shoppers using screen larger than 5.5 inches were significantly happier with the experience than those using smaller screens. This was mostly due to phablet users being able to easily view more website content and experience better navigation. Phablet users accessed a far wider range of content compared with smartphone users, such as more video and more website tools.

"The fact that the larger screen size of the phablets resulted in significantly higher satisfaction scores was a bit of a surprise, especially because it was true across the board, whether the site was responsively designed or mobile optimized," said Arianne Walker, senior director of automotive media and marketing at J.D. Power.

A good mobile website experience does more than satisfy shoppers' immediate need for information. Mobile car shoppers who are "highly satisfied" with their shopping experience on a third-party website showed higher levels of advocacy and loyalty, and 81% said they would definitely go on to recommend the website to friends and family, and would return to the website in the future.

Shoppers who were "delighted" with their mobile experience on a manufacturer brand website were found to be more likely to go on to test drive a vehicle.

Image via Shutterstock

Tags: automotive vertical, brand marketing, mobile, phablet trends, retail

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