The study identified four distinct behavioural motivators driving the interest in mobile navigation: Commuting Behaviour – As an example, commuters travelling by foot or public transport spend one third to half of their journey on their mobile phones, providing existing access for even the occasional navigation requirement; Transport Attitudes – Consumers in most countries cite the need for more transport guidance to increase the efficiency of, and confidence in, their travels; Mobile Phone Behaviour – Half of the respondents had already accessed mapping directions on their mobile phone for use on foot, one third on public transport and three quarters in a vehicle;
Past GPS Experience - Consumers have already had positive interactions with GPS technology, providing a strong foundation for interest in expanded applications.
In all nine countries included in the study, at least two thirds of mobile phone users stated that they want an integrated solution for both driving and walking. Delving further into additional pedestrian-specific navigation features, the study found the most important features included (in priority order): public transport information including real time 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 phones stated that they had been utilising the feature for no more than a year; one third or more had used this feature only in the last six months. And daily or weekly use of a navigation application on a mobile phone ranged from just over one third to approximately 40% of consumers, versus PND or in-vehicle systems which are approaching 50%.
The study was conducted in nine countries across four regions, including Brazil, France, Germany, India, Russia, Singapore, Spain, UK and the US. The 2,000+ respondents aged 13-54 years included users who currently access maps and 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 specialisations in the areas of media, content, telecoms and technology industries.