Australians Top Navigation Familiarity Stakes

Australians are the most familiar with navigation technologies across all systems including in-vehicle, portable devices and mobile smartphone applications, according to a new study by Navteq.

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According to the 2010 NAVTEQ Annual Tracking Study, for the majority of countries studied, consumer experience with navigation increased from 2009 levels, but has slowed to single versus double digit growth.

The survey found that consumer experience in Australia ranks high among 13 countries, and particularly in relation to the US and other mature markets in Europe.

Navteq, which provides maps, traffic and location data for navigation, location based services and mobile advertising around the world, surveyed consumers use of navigation over the past 12 months.

However, the survey found that while 53% of Aussies claimed a high degree of familiarity with navigation, in comparison to the previous year, consumer experience with navigation remained flat.

Similar results were yielded in other mature markets, such as in the US, where consumer experience with navigation remained at 46% in 2009 and 2010. 

In Europe, mature navigation markets all show consumer experience with navigation at over 50%, with Germany, France and Italy approaching 60%. 

Not surprisingly, the study shows use of mobile/smartphone navigation tends to follow market maturity.  Experience with mobile navigation is higher in less mature/emerging markets versus mature markets such as Australia where in-vehicle and portable navigation became established first.

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“Regular” use of mobile/smartphone navigation (at least 1-2 times per week) follows the same pattern, again tending to trend somewhat higher in emerging markets versus more mature markets like Australia.

Consumers in Australia continue to use portable navigation systems, followed by in-vehicle and mobile/smartphone devices most frequently.

In 2010, 35% of portable navigation owners in Australia reported “regular” usage of their PNDs, with in-car navigation owners trailing behind with 32%. 

This trend in Australia differs from global findings where consumers in 11 of the 13 countries studied use in-vehicle navigation most frequently. 

Kirk Mitchell, vice president, NAVTEQ Sales, said the study “highlights the fact that there continues to be a place for all device types as navigation and location based services become increasingly mainstream.”