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.
1. Executive Summary 4
2. Introduction and Methodology 5
2.1 Introduction 5
2.2 Methodology 5
3. Consumer Navigation System Preferences 6
3.1 Choice of Navigation System 6
3.2 Navigation Experience: Embedded vs. Mobile App 7
4. Consumer Satisfaction with Navigation Systems 11
4.1 Satisfaction: Embedded Navigation System 11
4.2 Satisfaction: Mobile Navigation App 13
5. Willingness to Pay for Embedded Navigation 17
6. Conclusion 20
7. Analyst Contacts 22
8. Appendix A: Respondent Profile 23
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