Strategy Analytics surveyed consumers in the US, Western Europe, and China to examine consumer satisfaction with mobile and embedded navigation systems and their willingness to pay for a built-in navigation system. In all regions consumers were more likely to rate embedded navigation systems as providing a better experience over smartphone apps, though consumers in the US are more likely to choose to use smartphone navigation apps. Consumers are willing to pay for navigation, particularly in Western Europe and China, but competition from free mirrored solutions is becoming more prolific.

     2.1     Introduction  5

     2.2     Methodology  5

     3.1     Choice of Navigation System   6

     3.2     Navigation Experience: Embedded vs. Mobile App  7

     4.1     Satisfaction: Embedded Navigation System   11

     4.2     Satisfaction: Mobile Navigation App  13