2006-07 LBS, Telematics and Navigation Systems Study

location based services

Overview
C.J. Driscoll & Associates has released a nationally projectable marketing research study on consumer interest in a wide range of GPS-based applications and wireless services. The study assesses interest and willingness to pay for vehicle-installed and portable navigation systems, traffic information and other telematic services, and location-based services delivered to cell phones. It also quantifies consumer use and satisfaction with navigation systems and telematic services, and provides feedback from early adopters of LBS. In addition, the study assesses consumer opinions regarding location-based advertising and the potential impact of location-based services on privacy.
This study was partially funded by eleven companies, including leading cellular carriers, automotive manufacturers, GPS navigation system suppliers, digital mapping companies and suppliers of LBS applications and technology. Charter subscribers included American Honda, Cingular Wireless, deCarta (formerly Telcontar), Garmin International, Motorola, NAVTEQ, ORBCOMM, Sprint-Nextel, TeleNav, TelMap, and Toyota.
The 2006 LBS, Telematics and Navigation Systems Study assesses consumer intent to purchase installed, portable or cell phone based navigation systems and services, as well as awareness and preference by brand. It also evaluates consumer interest and willingness to pay for traffic information services and other telematic services. The study covers interest of cellular subscribers in a wide range of location-based services, including child tracking, friend finding, and location-based games, as well as opinions regarding location-based advertising and coupons.
This new C.J. Driscoll study also includes an in-depth assessment of consumer use and satisfaction with GPS vehicle navigation systems, telematic services and cell phone based LBS applications. Benefits of the Study The study provides answers to a wide range of questions, including the following:GPS Navigation Systems and Services
Do motorists favor vehicle-installed navigation systems, portable systems (PNDs) or cell phone based navigation services?
With which suppliers of portable navigation systems are consumers familiar, and which brands are they pre-disposed to purchase?
How much are consumers willing to pay for installed or portable navigation systems or cell phone based navigation services?
What features do consumers want most in vehicle navigation systems and services?
Do consumers consider cell phone based navigation applications a viable alternative to dedicated navigation systems?
Which suppliers of cell phone based navigation services would consumers favor?
How interested are consumers in pedestrian navigation features?
How much will vehicle navigation system owners pay for the ability to download traffic information, weather alerts, and map updates to their navigation systems?
How satisfied are current owners of installed and portable GPS navigation systems with the units they purchased?
How satisfied are consumers with navigation services accessed on their cell phones?
What are the demographics of current owners of installed and portable GPS navigation systems, and of those who intend to purchase?
Location-Based Services
In which LBS applications are consumers most interested? e.g. navigation assistance, location-based traffic and weather information, child tracking, friend finding, location-based coupons, location-based games, sports-related applications, others
How does interest in location-based services vary among consumers, based on age, income, geographic region, cellular carrier, monthly cellular airtime, time spent driving, and other criteria?
How interested are parents with young children in a service for monitoring the location of their children, and how much would they pay for the service? How interested are parents with teenagers?
How interested are young consumers in LBS applications, such as friend finding and accessing information on local bars and clubs? Overall, how does interest in LBS among young consumers compare to older consumers?
How does interest in LBS applications compare to other wireless data applications, such as text messaging, email, mobile TV, instant messaging, downloading ring tones, transmitting photos, and downloading music?
How do consumers feel about location-based advertising? Would they opt-in to receive location-based discount coupons? What are the demographics of these consumers?
Are consumers worried about the potential impact of location-based services on privacy?
Traffic Information
How do motorists obtain traffic information today, and how satisfied are they with this information?
How interested are consumers in being able to access traffic information for their route or vicinity?
How would consumers like to receive traffic information? e.g. text message to a cell phone, overlay on a navigation system, other?
How often would those interested in traffic information services expect to use the services?
How much will consumers pay for traffic information for their route or vicinity?
What are the demographics of those interested in subscribing to traffic information services?
Which is more important to motorists - navigation or traffic information? " Are consumers willing to let their cellular carrier anonymously track their cell phone's location while on the road for monitoring traffic speed?
Telematics
How interested are consumers in subscribing to a package of telematics services, including emergency notification, roadside assistance, collision notification, stolen vehicle tracking, remote door unlock, navigation assistance, traffic information and remote diagnostics?
How much will consumers pay for a package of telematic systems and services?
Do consumers feel it is important to have a telematic system, such as OnStar, in their next new vehicle? Do those who currently have access to telematic services feel they are important?
What percentage of those with telematics-equipped vehicles elect to pay for telematics services after the first year of free service? What is their primary motivation for subscribing to these services?
Will motorists pay a reduced fee for data-only collision notification, roadside assistance and stolen vehicle tracking services, or is voice communication essential?
Will consumers pay for a navigation assistance service using automated voice for directions, or is a map display essential?
How interested are consumers in having a wireless connection between their cell phones or MP3 players and in-vehicle electronics systems?
Products and Services Covered in the StudyThe following are among the products and services covered in the study:
Factory-Installed Navigation Systems
Child Monitoring
Portable Navigation Systems
Locating Friends and Family
Cell Phone Based Navigation Services
Location-Based Games
Traffic Information Services
Sports-Related Applications
Points of Interest
Pet Tracking
Telematic Services (e.g. OnStar)
Location-Based Advertising
Satellite Radio
Mobile Coupons
Marketing Research MethodologyThis study includes both qualitative and quantitative research methodologies. Focus Groups
During March 2006, six focus groups were conducted to assess consumer opinions regarding location-based products and services. Two groups were conducted in the San Francisco/San Jose area, two in Chicago and two in the New York metro area.
In each city, one focus group was conducted with young adults, ages 20 - 30, and one group with older adults, ages 31-59. Other screening criteria for these groups included the following:
Have experience using a GPS vehicle navigation system, a telematics system or subscribe to cellular data service
Cellular subscribers for at least the past 12 months
Own at least one personal computer and access the Internet daily
Drive 10,000+ miles per year or 1 hour+ per day Focus Group Moderator
The focus groups were moderated by Mimi Nichols, President of Nichols Research, Inc., based in Sunnyvale, CA. Mimi Nichols is past president of the Marketing Research Association. She has moderated over 500 focus groups, including focus groups on location-based services, navigation systems and related topics conducted by C.J. Driscoll & Associates in conjunction with a major LBS trial.
Nationwide Survey
The quantitative research consisted of a nationwide online survey, which assessed interest and willingness to pay for LBS, telematics and GPS navigation systems among the overall population. This survey was conducted using the TNS NFO Online Consumer Panel. The ending sample of 4,200+ respondents was balanced to key U.S. Census demographic variables, such as age, gender, household income, and geographic location.
In addition, a separate survey of 15,000 consumers identified current owners and users of GPS navigation systems, telematic systems and cell phone based navigation services. These owners and users were included in the main survey, yielding an additional 600 responses. Since these participants were not randomly selected, their responses were only used to provide larger, projectable samples for questions regarding use and satisfaction. Detailed Report on Nationwide Survey Findings Regarding Interest and Willingness to Pay for Products and Services The 154-page report of the nationwide survey findings includes the following sections:
Overview of the study, including objectives and methodology
Executive summary of the key findings
Conclusions of the research
Detailed report on the findings of the nationwide survey regarding consumer interest and willingness to pay for products and services covered in the research, including 107 charts and tables Subscribers who purchase this report will receive a bound copy of the report, as well as an electronic copy (CD).Complete 2006-07 LBS, Telematics and Navigation Systems Study The complete 2006-07 LBS, Telematics and Navigation Systems Study includes the Detailed Report on Nationwide Survey Findings Regarding Interest and Willingness to Pay for Products and Services described above, plus the following:
Detailed 53-page report on consumer Use and Satisfaction with products and services covered in the research, including 39 charts and tables
Report on the focus group findings (31 pages)
5 sets of nationwide survey data tables, with over 80 cross tabs for analyzing responses to each question based on a wide range of demographics and other criteria Subscribers who purchase the Complete Report will receive a bound copy of the report, as well as an electronic copy (CD). The CD will also include the nationwide survey data tables (5 sets).
Click Here To Purchase - 2006-07 LBS, Telematics, and Navigation Systems Study (Complete Report and Data Tables)Click Here To Purchase - 2006-07 Nationwide Survey Findings on Interest and Willingness to Pay for GPS Products and Services