NAVTEQ Study: Consumers Identify Their Interest and Motivation in Choosing Mobile Navigation

Global research shows that at least 2/3 of mobile phone users want an integrated driving and walking solution

CHICAGO, Feb. 11 — (PRNewswire) — NAVTEQ, the leading global provider of digital map, traffic and location data for in-vehicle, portable, wireless and enterprise solutions, 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 included measurement of interest levels among consumers, as well as some of the motivating benefits of pedestrian-specific navigation applications.





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

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."

* variances in 1-2 countries

** Source:  NAVTEQ Annual Navigation Tracking Study, 2009


NAVTEQ is the leading global provider of digital map, traffic and location data that enables navigation and location-based platforms around the world.  NAVTEQ supplies comprehensive digital map information to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions.  The Chicago-based company was founded in 1985 and has approximately 4,400 employees located in 195 offices and in 44 countries.

NAVTEQ is a trademark in the U.S. and other countries. All rights reserved.



Ipsos MediaCT
Stella Smith of NAVTEQ
Phone: +1-312-894-7614
Email Contact
Bob Richter
Phone: +1-212-802-8588
Email Contact for NAVTEQ

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