NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world, is sharing insights gleaned over the course of the past year to provide a state of the industry perspective on consumer use of navigation.
Conducted on an annual basis, NAVTEQ’s tracking study assesses user interaction across all sectors of navigation including in-vehicle systems, portable devices and mobile/smartphone applications. In 2010, the online study was conducted in 13 countries in total, including India (others were Australia, Brazil, China, France, Germany, Indonesia, Italy, Mexico, Poland, Russia, the United Kingdom and the United States).
Highlights of the research results in India include:
• Awareness of navigation in India signifies huge potential for growth
o Respondents in India who were familiar with navigation was almost 70%, reflecting significant awareness levels. But what this figure reveals is a high number of people who know what navigation is, but have never actually used it.
o Respondents who have “used” navigation, while increasing by 4 percentage points from 13% in 2009 to 17% in 2010, was the lowest among the countries surveyed as well as the widest gap between awareness versus usage that was measured.
o The high levels of awareness and contrastingly low levels of consumer experience with navigation indicate that there is a significant growth potential for navigation in India.
• In its use of mobile/smartphone navigation, India shows a unique pattern versus the trends seen in the other countries studied
o 26% of Indian respondents stated that they had experience with mobile/smartphone navigation. This percentage was very similar to the levels seen in mature navigation markets (such as European countries and the US) where in-vehicle and portable navigation are well established.
o But in contrast, India had one of the higher percentage of those respondents then reporting regular use of mobile/smartphone navigation at 45% (“regular” being defined as daily or at least 1-2 times a week). These higher “regular” usage rates are the trend in emerging markets where mobile/smartphone applications are the more likely point of entry for consumer use.
• India respondents showed great propensity to use their mobile/smartphone navigation for walking directions: 47% of respondents stated they mainly use it for walking directions as a pedestrian and 15% use it for outdoor activities.
Source: NAVTEQ Annual Tracking Study
“This study again confirms the potential which exists with Indian consumers around navigation offerings,” stated Rajat Tandon, director, India, NAVTEQ Sales. “It also highlights the fact that India is developing its usage in a somewhat unique manner, and by highlighting these nuances we are in a position to help our customers succeed to the highest level.”
NAVTEQ (navteq.com) is the leading global provider of maps, traffic and location data (digital location content) enabling navigation, location-based services and mobile advertising around the world. NAVTEQ supplies comprehensive digital location content 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 more than 5,400 employees located in 214 offices in 49 countries.
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