Online Experiences Less than Satisfying for Consumers, Says Accenture

    TRAVERSE CITY, Mich.--Aug. 7, 2001--Despite its efforts to attract consumers through Web sites, the automotive industry has provided online experiences that have been far less than satisfying, according to new Accenture research findings released today.
    In fact, the research showed that only one-fifth (20 percent) of consumers are "very satisfied" with automaker Web sites, and almost one-half (48 percent) are "neutral/dissatisfied" with them.
    The nationwide survey explored consumers' online experiences with automotive Web sites and shattered a number of industry myths. It found that:

--	Younger consumers, or those 18 - 34, do not represent the biggest spending segment on the Internet. In fact, three quarters of those who do are over 35 years of age, and more than half are over 45
--	People do not want to purchase cars online today. Instead, 56 percent of consumers want to use the Web to gather some or all of their research used to make a car buying decision
--	Online consumers prefer simple Web sites. They turn to an auto site for quick access to information rather than an interactive experience. Thirty-five percent seek product updates, and only 13 percent want service reminders and nine percent want location mapping
--	Personalized Web sites do not enhance the online experience. Overall, consumers ranked personalization last compared to other online attributes

    "It's clear that, based on these findings, OEMs should reconsider their approach to reaching consumers via the Web," commented John Cunningham, partner, the Accenture Automotive industry group. "They need to build informative, easy-to-use sites and forego costly investments in one-click auto shopping. And their sites don't have to offer every visual effect that technology makes possible. When it comes to online marketing initiatives, OEMs need to shift their focus to what consumers really want - and away from what the industry thinks they want."

    A Look Ahead

    Looking ahead, Cunningham suggests OEMs revisit their Web sites and:

    -- Identify the online market segment(s) they want to serve and
    focus on those most apt to repay the investment necessary to
    address their needs - Once the segment has been identified,
    manufacturers should evaluate initiatives and investments
    based on what they do to serve that segment

    -- Focus on their core business, rather than eBusiness - That is,
    do not pour time and money into making cars available online
    or making e-reps available to answer questions online

    -- Reassess online efforts with an eye to the bottom line - Make
    investments in those initiatives most likely to pay off and
    customize marketing messages and information at the segment
    level

    -- Integrate online and offline marketing channels - Consider
    online technology as a tool - not an end in itself - and make
    it easy for consumers to use the Web site to find a local
    dealer, where they form their most important brand impressions
    and make purchase decisions

    -- Build marketing muscle - Collect information from customers
    visiting the Web site and use it to form a better
    understanding of the market

    "No one can accuse the auto industry of sitting on its hands during the dot.com craze, but the return on investment has not been what they expected," added Cunningham. "But what matters now is that auto makers redirect their investments from unpromising to rewarding applications and rebuild strong brands."