• August 9, 2001

Despite its efforts to attract consumers through websites, the automotive industry has provided online experiences that have been far less than satisfying, according to new Accenture research findings released yesterday. In fact, the research showed that only one-fifth (20%) of consumers are "very satisfied" with automaker websites, and almost one-half (48%) are "neutral/dissatisfied" with them.

The nationwide survey explored consumers' online experiences with automotive web sites and found that people don't want to purchase cars online today. Instead, 56% of consumers want to use the web to gather some or all of their research used to make a car buying decision.

The findings also showed online consumers prefer simple web sites. They turn to an auto site for quick access to information rather than an interactive experience. Almost 35% seek product updates, and only 13% want service reminders and 9% want location mapping. Also, personalized websites do not enhance the online experience, researchers found. Overall, consumers ranked personalization last compared to other online attributes.
- Adam Bernard