NAVTEQ, has revealed the results of a new global research study
designed to assess the appeal of mobile navigation among consumers
given their current knowledge and use of navigation applications via
mobile phone.
The study identified 4 distinct behavioral motivators driving the interest in mobile navigation:
- Commuting
Behavior - As an example, commuters who commute by foot or public
transit spend 1/3 to 1/2 of their commute on their mobile phone,
providing existing access for even the occasional need. - Transportation
Attitudes - Consumers in most countries cite the need for more
transportation guidance to increase the efficiency of and confidence in
their travels. - Mobile Phone Behavior - Half of the respondents
had already accessed mapping directions on their mobile phone for use
while on foot, 1/3 while on public transit and 3 out of 4 in a
motorized vehicle. - Past GPS Experience -- Consumers have
already had positive interactions with GPS technology, providing a
strong foundation for interest in expanded applications.
The study included measurement of interest levels among
consumers, as well as some of the motivating benefits of
pedestrian-specific navigation applications.In
all 9 countries that were a part of the study, at least 2/3 of mobile
phone users stated that they want an integrated solution for both
driving and walking. In delving further in to additional
pedestrian-specific navigation features, the study found the most
important features included (in priority order):
- public transit information including real-time transit data
- "logical guidance" which can provide specific pedestrian routing and shortcuts
- visual cues during guidance such as landmarks
- micro maps of destinations such as airports and shopping malls
Two-thirds
or more of current users who access maps or directions on their mobile
phone stated that they had been utilizing that feature for no more than
a year; 1/3 or more had utilized this feature only in the last 6
months*. And daily or weekly use of a navigation application on a
mobile phone ranged from just over 1/3 to approximately 40% of
consumers, versus PND or in-vehicle systems which are approaching 50%**.
The study was conducted in 9 countries across 4 regions, including Brazil, France, Germany, India, Russia, Singapore, Spain,
UK and the US. The over 2000 respondents age 13-54 included "users" who
currently access maps/directions via mobile phone, "non-users" who use
their mobile to get information but are not using maps, and
"non-engaged" consumers who do not use their mobile phone to get
information.
The
study was conducted by Ipsos MediaCT, a global survey-based market
research company with specializations in the areas of media, content,
telecoms and technology industries.
"This
global mobile navigation study is the first of its kind for NAVTEQ and
we are very pleased with the robust insights it has enabled us to share
with our customers as they consider how additional functionality may
fit into their offerings," said Jeff Mize,
executive vice president, NAVTEQ Sales. "Consumers are eager to
experience navigation in many forms and the more detailed understanding
of their motivators and desires provided by this research will help our
industry to develop even more compelling products and services."