Summary
To understand consumers’ perceptions of car manufacturers’ mobile apps, we surveyed 171 car owners. The majority weren’t aware of their car manufacturer’s mobile app; only a third had installed it; and a quarter chose not to because they didn’t see the value of it. Poor design is the primary cause of customers’ dissatisfaction: App features don’t work as expected; interfaces are frustrating to use; and the apps are unreliable. Car manufacturers need to better define their mobile app strategy and craft their app’s user experience to be valuable to car owners.
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