Cadillac, Hummer, and Jeep Brand Websites Rate Highest in Terms of Overall Visitor Satisfaction
ROCHESTER, N.Y., Jan. 26, 2006 -- The Harris Interactive(R) Automotive Website Assessment Study evaluates the effectiveness and visitor satisfaction of 37 major U.S. automotive OEM brand websites. Results from the most recent study, conducted among more than 16,000 U.S. online consumers, shows that overall website satisfaction is highest for Cadillac, Hummer and Jeep (all achieving an overall satisfaction rating of 8.6 out of 10). Closely following them are websites for Chevrolet, GMC, Honda, and Mercedes-Benz (all with satisfaction rates of 8.5 out of 10).
By combining the expertise of its automotive and technology research practices, Harris Interactive is able to identify industry best practices, pinpoint elements of visitor satisfaction, and provide key input to automotive marketers and website managers for improved automotive brand website performance. The bi-annual study provides detailed diagnostics and analysis including home page assessment and website evaluation that focuses on information and content, appearance and design, ease of use and navigation.
Other key findings from the study include:
* Key features identified as having the most impact on overall
satisfaction with a website visit are:
- Reliability (i.e., no broken links or errors)
- Appealing design
- Ability to find things quickly, and
- Easy to navigate.
* Nearly six in ten (58%) online consumers have used the auto
manufacturer's website to learn about vehicles, second only to
in-person dealership visits (77%).
* Among those using the Internet as a source for new vehicle information,
two-thirds (68%) say the Internet was at least somewhat influential to
their purchase to buy their most current vehicle.
"The results of this research support general website development 'theory': Be sure the website is functional, provide visitors with the right information, make it easy to get to, and present it in an eye-pleasing fashion," comments Karen Chiarelli, vice president of the Technology Research Practice at Harris Interactive. "Common complaints about websites are links that do not work, missing or inappropriate information, difficult or clumsy navigation, and eye-straining color combinations and contrasts."
"With many consumers citing the Internet as a leading source for vehicle information, it is critical that companies assess visitors' needs, expectations and satisfaction levels and adapt or develop their websites accordingly," states Bryan Krulikowski, senior director of automotive research at Harris Interactive. "The Automotive Website Assessment Study is designed to provide automotive marketers with a fresh look at website satisfaction in terms of depth, flexibility, actionable data, and cost."
TABLE 1
Sources of Information
"There are a number of resources that people use to help them learn about vehicles. Which of the following have you ever gone to or used to learn about
vehicles? Please select all that apply."
Base: All Respondents (n=16,436)
Total
%
Visits to dealership locations 77
Auto manufacturer websites (e.g., Ford, Toyota, Cadillac) 58
Recommendations of friends/family 52
Auto review websites (e.g., autobytel.com, Edmunds.com, kbb.com) 41
Other magazines that review automobiles (Consumer Reports) 34
Special sections of a daily newspaper 25
Magazines that focus on autos (such as Road & Track, Car & Driver) 25
Auto enthusiast websites (e.g. CarandDriver.com, RoadandTrack.com) 15
None of these 5
Note: Multiple-response question.
TABLE 2
Influence of the Internet
"Thinking about your current primary vehicle, how influential would you say
the internet was in making your decision to purchase it?"
Base: Respondents who used the Internet as a source for new vehicle
information (n=14,563)
%
Extremely influential 5
Very influential 12
Fairly influential 18
Somewhat influential 33
Not at all influential 32
Methodology
Harris Interactive(R) conducted the online study in between October 26 and November 15, 2005 among a nationwide sample of 16,436 U.S. adults (aged 18 years and over) who own or lease a vehicle (2000 model or newer) and have a valid driver's license. Qualified respondents evaluated one brand website, the assignment being based on the segment of the primary vehicle owned.
Figures for age by gender, race/ethnicity, education, region and household income were weighted to reflect the total U.S. adult online population. In addition to demographic weighting, post weighting was applied to properly proportion vehicle segments/types to represent the current market.
In theory, with a probability sample of this size, one can say with 95 percent certainty that the results have a sampling error of plus or minus 1 percentage point. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (nonresponse), question wording and question order, and weighting. It is impossible to quantify the errors that may result from these factors. This online sample is not a probability sample.
These statements conform to the principles of disclosure of the National Council on Public Polls.
About Harris Interactive Automotive and Transportation Research
The Harris Interactive Automotive and Transportation Research (ATR) Practice is a leading automotive and transportation industry market research supplier providing business-to-consumer and business-to-business services through its proprietary market research service offerings and world-class multi-client studies. Harris Interactive's ATR Practice publishes numerous annual and bi-annual studies within several key industries, including automotive, oil and gas and marine From U.S. transportation industry centers in Detroit, Los Angeles, Houston, Miami and Atlanta, Harris Interactive's full-service market research capabilities are utilized by numerous vehicle manufacturers, automotive suppliers, top oil and gas producers, global shipping firms and marine and motorcycle industry clients from across the globe.
About Harris Interactive Technology Research
The Harris Interactive Technology Research group doesn't just monitor and measure the industry. It interacts with the thought leaders who drive technology, telecom and e-business everyday and provides insights from a variety of vertical perspectives. Using the group's unique knowledge, experience, and expertise in both the telecommunications and information technology sectors, Harris Interactive asks the right questions, confirms business issues, designs and implements studies to provide clients with actionable results.
About Harris Interactive(R)
Harris Interactive Inc. (http://www.harrisinteractive.com/), based in Rochester, New York, is the 13th largest and the fastest-growing market research firm in the world, most widely known for The Harris Poll(R) and for its pioneering leadership in the online market research industry. Long recognized by its clients for delivering insights that enable confident business decisions, the Company blends the science of innovative research with the art of strategic consulting to deliver knowledge that leads to measurable and enduring value.
Harris Interactive serves clients worldwide through its United States, Europe (http://www.harrisinteractive.com/europe) and Asia offices, its wholly- owned subsidiary Novatris in Paris, France (http://www.novatris.com/), and through an independent global network of affiliate market research companies. EOE M/F/D/V