2010 Navigation Survey Highlights

Navigation Preferences and User Behavior in the US, Germany, France, and the UK

Research Report

In May 2010, ABI Research surveyed 769 navigation users in the US and 257 in Germany, 256 in the UK and 253 in France. The survey comprised a wide range of topics related to navigation usage, form factors (In-dash, PND, mobile), features, price evolution, satisfaction, and brand/vendor shares. This study presents the major highlights of the survey with a focus on comparisons between the different countries.

Table of Contents

  • Methodology
  • Summary: Current Devices in Use
  • GPS Navigation Devices Used
  • GPS Navigation Devices Used in Car
  • Summary: Current Device Feature Usage
  • Navigation Device Features
  • Summary: Types of Information/Data Downloaded to Navigation Device
  • Types of Information/Data Downloaded to Navigation Device
  • Summary: Navigation Device Usage
  • Ways in Which GPS Navigation Device is Used
  • Typical Frequency of Use in Car
  • Average Session Duration in Car
  • Summary: Navigation Device Satisfaction (US)
  • Top 2 Box Satisfaction with Device Features (US)
  • Overall Satisfaction (US)
  • Summary: Portable Navigation Devices
  • Is PND Used in Car a Connected Device? (US)
  • When PND Was Obtained
  • Summary: Portable Navigation Device Brands & Cost
  • Brand of PND Used in Car
  • Amount Paid for PND Used in Car
  • Summary: Mobile Phone/PDA with Navigation Software or Service
  • When Mobile Phone/PDA with Navigation Software was Obtained
  • Brand of Navigation on Mobile Phone/PDA
  • Summary: Mobile Phone/PDA with Navigation Software or Service (cont’d). Summary: Mobile Phone/PDA with Navigation Software or Service (cont'd)
  • Amount Initially Paid for Navigation Service on Mobile Phone/PDA
  • Monthly Fee for Handset-Based Navigation System
  • Other Location-Based Services Used on Mobile Phone or PDA
  • Summary: Traffic Information
  • Traffic Information
  • Traffic Information Fees
  • Traffic Information Connectivity (US)
  • Length of Time Getting Traffic Information (US)
  • Time That Traffic Information Is Most Useful (US)
  • Likelihood of Renewing Traffic Information When It Expires
  • Summary: Maps and POIs
  • Have Maps on GPS Device Been Updated?
  • Approximate Cost to Update Maps
  • Way in Which Maps Were Updated (US)
  • POIs (Points of Interest)
  • Summary: Prior Navigation Device Usage
  • Source of POIs (US)
  • Is This Your First Navigation Device?
  • Type of Navigation Device Previously Used (US)
  • Brand of Previous PND (US)
  • Summary: Future Navigation Device Plans
  • When Planning to Upgrade/Replace Current Device? (US)
  • Reasons Planning to Upgrade/Replace Current Device (US)
  • Type of Navigation Device Most Likely to Purchase (US)
  • Type of Navigation Device Most Likely to Purchase (Europe)
  • Likelihood of Getting Same Brand of GPS Device as Current Device (US)
  • Summary: Future Navigation Device Spending Intentions (US)
  • Amount Willing to Spend on Next PND (US)
  • Amount Willing to Spend on Next Built-In In-Dash Navigation System (US)
  • Amount Willing to Spend on Next Handset-Based Navigation System (US)
  • Demographics
  • Age
  • Gender
  • Anticipated 2010 Income
  • Ethnicity (Germany)
  • Ethnicity (UK)
  • Ethnicity (US)

Charts

  1. GPS Navigation Devices/Systems Used
  2. GPS Navigation Devices Used in Car
  3. Features Have/Use on GPS Device Used in Car
  4. Types of Information/Data Downloaded to Navigation Device
  5. Ways in Which GPS Navigation Device is Used
  6. Typical Frequency of Use of GPS Navigation Device in Car
  7. Average Duration of Session of GPS Navigation Device in Car
  8. Top 2 Box Satisfaction (completely or very satisfied) with Features of GPS Device Used in Car (US Only)
  9. Overall Satisfaction with Current GPS Navigation Device (US Only)
  10. PND Used in Car a Connected Device? (US Only)
  11. When PND Was Obtained
  12. Brand of PND Used in Car
  13. Amount Paid for PND Used in Car
  14. When Mobile Phone/PDA with Navigation Software Was Obtained
  15. Brand of Navigation Service on Mobile Phone/PDA Used in Car
  16. Amount Initially Paid for Navigation Service on Mobile Phone/PDA
  17. Monthly Fee for Handset-Based Navigation System
  18. Other Location-Based Services Used on Mobile Phone or PDA
  19. Get Traffic Information on GPS Device Used in Car?
  20. Type of Fee for Traffic Information
  21. Types of Traffic Information Connectivity Used (US Only)
  22. Length of Time Getting Traffic Information (US Only)
  23. Time That Traffic Information is Most Useful (US Only)
  24. Likelihood of Renewing Traffic Information Subscription When it Expires
  25. Have Maps on GPS Device Used in Car Been Updated Since Purchased/Got the Device?
  26. Approximate Cost to Update Maps
  27. Way in Which Maps Were Updated (US Only)
  28. Downloaded or Purchased POIs for Navigation Device?
  29. Where POIs were Purchased or Downloaded (US Only)
  30. Is This Your First Navigation Device?
  31. Types of Navigation Device Previously Used (US Only)
  32. Brand of Previous PND (US Only)
  33. When Planning to Upgrade or Replace Current GPS Navigation Device (US Only)
  34. Reasons Planning to Upgrade or Replace Current GPS Navigation Device (US Only))
  35. Type of GPS Navigation Device Most Likely to Purchase (US version)
  36. Type of GPS Navigation Device Most Likely to Purchase (European version)
  37. Likelihood of Getting Same Brand of GPS Device As Current Device (US Only)
  38. Amount Willing to Spend on Next PND (US Only)
  39. Amount Willing to Spend on Next Built-In In-Dash Navigation System (US Only)
  40. Amount Willing to Spend on Next Handset-Based Navigation System (US Only)
  41. Demographics
  42. Age
  43. Gender
  44. Anticipated Household Annual Pre-Tax Income in 2010
  45. Ethnicity (Germany)
  46. Ethnicity (UK)
  47. Ethnicity (US)