Consumers value the science of smart route guidance over the artistic flair of 3D maps and satellite imagery, according to a recent end-user survey conducted by SBD. The research polled responses from 600 portable and smartphone navigation users across France, Germany and the UK. The users were chosen because they are drivers of family segment vehicles and are therefore the customers with the highest growth potential for buying a manufacturer embedded system.
Navigation users in all three regions demonstrated a consistent level of interest in connected services that make their journeys more efficient, including automatic map updates, traffic information and speed camera warnings. By contrast, interest was significantly lower for nice-to-have information such as weather and public transport.
“The list of navigation features and functions is growing exponentially, driven by the intense competition between embedded systems, PNDs and Smartphones.” says David McClure, SBD’s Director of ITS & Telematics. “However, our survey will help vendors to differentiate between those features that are really valued by consumers, and those that are just short term gimmicks designed to catch the headlines. It also gives vehicle and navigation system manufacturers a crucial insight into price sensitivity and future purchasing intentions of their target customers.”
Some of the highlights and regional differences revealed by SBD’s European Navigation End-User Survey include:
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75% of UK respondents rate speed camera warnings as important or very important, with this feature ranking as the most frequently used across all countries.
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Automatic map updates rank in the top 3 for feature importance in every country, suggesting that consumers are not satisfied with the current manual solutions.
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Consumers in Germany would consider buying an embedded system if it was priced at €470, whereas the equivalent figure in UK is more than €100 lower.
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After experiencing navigation, PND users in the UK are 50% more likely to buy an OE embedded navigation system in the future.
“These results”, says McClure, “suggest that European consumers are becoming much more aware of what makes a good navigation system and this is having a significant impact on their future purchasing intentions. Our survey therefore provides a valuable and timely aid to navigation vendors as they look for the next new features and services that will help them to stand out from the crowd.”
SBD’s European Navigation End-User Survey focussed on navigation users who already own a portable system and targeted segments that have the highest growth potential for embedded navigation.
For more information about the structure, content, pricing or to view a copy of the questionnaire, please contact Juanita Appleby on +44(0)1908 305101 or email jappleby@sbd.co.uk.
Overview of SBD's Navigation End User Survey (June 09).pdf (395.12 kb)
