[source: Directions magazine]
According to a 2010 Berg Insight Report, Mobile Navigation Services – 4th edition – more than 200 million navigation systems are in use worldwide, including about 40 million factory installed and aftermarket in-dash navigation systems, more than 120 million PNDs and about 44 million navigation-enabled mobile phones.
POI USERS: The audience for these navigational products is diverse: according to the Infogroup/ORC survey, 69% of US respondents said they currently use a mobile GPS system or navigation aid at least once a month. Households with children tend to use more navigation products, both free and paid.
POI TRENDS: According to the Infogroup/ORC survey, respondents listed restaurants as their top POI category, with 69% saying they searched for eateries and coffee shops the most.
When asked: What points of interest categories do you search for the most, respondents answered: * 69 % selected Restaurants/Coffee Shops * 49% said Shopping/Department Stores/Grocery Stores * 31% chose Hotels/resorts * The survey showed very strong demand for traffic reports and fuel prices (55% and 44% respectively) and these items were named as the most important enhancements to respondents’ navigation systems * 39% said that ‘weather’ was a key enhancement versus 21% for coupons and 9% for movie reviews and show times * Of current features in their Navigation system, 89% stated ‘Directions’ as most important; followed by traffic alerts (26%) and fuel prices (11%)