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 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.