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Wednesday, 26 January 2022 09:03

OEM Apps Still Struggle to Meet Owner Expectations of Speed and Functionality: J.D. Power

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The percentage of vehicle owners using the app of the original equipment manufacturer (OEM) continues to increase year over year with 38% of respondents indicating they use the app at least half of the time they drive, according to the J.D. Power 2021 U.S. OEM ICE Benchmark Study, released Jan. 25.

The usage rate is highest for domestic OEMs, with almost 50% of their owners using it half of the time and 27% saying they use it each time they drive. Increasing these numbers further will be vital if OEMs want to use the app for a continuous revenue stream.

 

J.D. Power is working with vehicle manufacturers to improve the user experience (UX) of the brand’s app given it’s related to the third-most problematic feature cited by owners in the J.D. Power 2021 U.S. Initial Quality Study. Issues with connectivity and incorrect information are plaguing apps and creating dissatisfaction for users, which causes many owners to abandon their brand’s app.

 

“Owners are looking for accurate real-time information about their vehicle, which many apps are currently not providing,” said Frank Hanley, senior director of global automotive consulting at J.D. Power. “While app speeds are improving, accuracy and stability are not in many cases. The apps are also lacking many of the features that owners want, causing many owners to say that the app is providing no real value.”

 

Following are key findings of the 2021 study:

 

App usage increasing but satisfaction isn’t: While the percentage of owners using the app on a regular basis has increased, their level of satisfaction has not. Among the four main performance indicators for the app---appeal, content, ease of use and speed---speed has the lowest level of satisfaction.

 

Apps still lacking functionality: The app features most desired by owners include remote controls, navigation assistance, service monitoring and status/diagnostic information. However, no one app in the industry is currently providing a good execution for all these features.

 

Dealership help remains key: Owners find the setup process for many apps to be difficult and many are not aware of the content available in the app. As a result...


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