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Compuware: Automakers Missing Mobile Opportunity Due To Poor Site Performance

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The atrium fountain at Compuware headquarters in downtown Detroit. Photo courtesy Maia Cowan.

The atrium fountain at Compuware headquarters in downtown Detroit. Photo courtesy Maia Cowan.

DETROIT — Compuware Corp. (Nasdaq:CPWR) Tuesday announced the launch a new United States Automotive Mobile Site Performance Index.

All 23 mobile-optimized versions of leading automotive manufacturers’ sites provided poor mobile performance with page load time speeds ranging from 6.0 to 18.7 seconds in August. According to a recent consumer survey, 60 percent of mobile users will grow frustrated and abandon a site that takes more than three seconds to load on their devices.

Industry studies show approximately 17 percent of the U.S. mobile audience are “auto intenders” — people who will buy a new car over the next six months. With 20 million auto-intenders in the mobile universe and one out of three using a mobile device at some point during their vehicle search and purchase process, auto manufacturers need clear mobile strategies for capturing this market opportunity. Delivering rich and engaging mobile website interactions that offer the ease-of-use and convenience that consumers expect is a key component in a successful mobile strategy.

Compuware Gomez Benchmarks, recognized as the standard in providing a comprehensive set of global independent web and mobile performance metrics, publishes a “rank of ranks” of the mobile performance for the leading automotive websites in the U.S. across four carrier and device combinations — AT&T/ iPhone, Sprint/ HTC Hero, T-Mobile/ HTC Dream and Verizon/ Droid. The benchmark allows organizations to compare and track mobile website performance against competitors and market leaders so they can compete more effectively and meet consumers’ expectations for fast and reliable web and mobile site experiences.

“With consumers already using their smartphones for researching models, reviewing current offers or searching for local dealers, it’s imperative that the automotive industry quickly embraces mobile commerce,” said Jonathan Ranger, Gomez Benchmarks Practice Director at Compuware. “Analyzing the mobile sites, it’s clear that the general strategy is to provide rich presentation, but auto manufacturers need a more balanced approach in meeting both customer content needs and performance expectations.”

To view other Mobile Site Performance Indices go to http://www.compuware.com/application-performance-management/mobile-benchmarks.html.

To

learn more about what mobile users expect and to read the full study findings, go to http://ow.ly/5GYXO

Gomez

Benchmarks are an impartial, quantitative measurement of comparative web and mobile site performance and rank the web and mobile performance of companies across three key metrics:

* Response Time — measures the time elapsed while downloading a page or an entire multistep transaction process.
* Availability — measures the percentage of successfully completed tests out of total test attempts for the measurement period.
* Consistency — measures the standard deviation of the response time of successful tests completed.

Benchmarks are used by organizations to compare and track performance against competitors and market leaders; baseline and track performance over time; and as key indicators of success for business and IT site owners. Gomez publishes hundreds of global Web and mobile performance benchmarks based on more than 20 million monthly tests across 3,000 companies in 13 countries.

More at www.compuware.com.

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