Automakers have embraced the web and internet for marketing and promotions, and the most recent Harris Interactive Automotive Website Assessment Study evaluates how well 37 major U.S. auto brand sites work and satisfy their visitors, writes MediaPost. Overall website satisfaction was highest for Cadillac, Hummer and Jeep, which achieved satisfaction ratings of 8.6 out of 10; Chevrolet, GMC, Honda and Mercedes-Benz followed with satisfaction ratings of 8.5. Website features identified as having the most impact on consumer satisfaction were reliability (i.e., no broken links or errors), appealing design, ability to find things quickly, and easy navigation.

The most common complaints about sites: Links that don't work, missing links, inappropriate information, difficult navigation, eye-straining color combinations and contrasts.

Some 58 percent of online consumers said they use automakers' sites to learn about vehicles, second only to dealership visits (77 percent). Among those using the internet, 68 percent said it had at least some influence on the purchase of the vehicle they drive.

Other sources of information for car purchasers were recommendations from friends and family (52 percent); visits to auto review sites such as Edmunds.com (41 percent ); magazines that review cars such as Consumer Reports (34 percent ); auto sections of newspapers (25 percent); magazines such as Road & Track (25 percent); enthusiast sites such as CarandDriver.com (15 percent).