Consumer Usage of Smartphone Navigation Apps Rises Sharply

by Derek Viita | Sep 15, 2015

OEMs Need to Prioritize Daily Use Cases.


Boston, MA – September 15, 2015 – Navigation tasks are vitally important use-cases for the in-vehicle consumer. Regardless of device type (embedded or portable), a well-put-together and usable connected navigation system must provide information which is timely, relevant, and easily-consumed. A new report from the In-vehicle UX (IVX) group at Strategy Analytics ( has found key differences in usage and satisfaction among owners of embedded, dedicated portable and smartphone-based navigation systems.

Surveying owners in the US, Western Europe, and China, Strategy Analytics found overall satisfaction to be highest among owners of embedded navigation systems, particularly in the US. However, while usage of embedded navigation systems remains high, the prevalence of smartphone-based app navigation is becoming increasingly ubiquitous. Even so, findings from the survey suggest that users are still most satisfied with an interface that is best optimized for use in-car and one that is more visually appealing.

Click here for report:

Derek Viita, Senior Analyst and report author commented, “The sharp increase in usage and satisfaction among smartphone-based navigation app users could indicate challenges ahead for OEMs. This increase is especially interesting given the introduction of Android Auto and Apple CarPlay along with Baidu CarLife in China. For an increasing number of consumers, providing mirroring from the display of their smartphone onto an in-car system is all that is needed, as they have easy access to all previously searched locations. This would mean not having to enter them again on a vehicle-specific interface.

Continued Viita, “It is additionally important to optimize for use cases which are not directly related to providing directions. Other tasks such as real-time traffic provide daily relevance, while finding basic information related to POIs (opening hours, phone numbers, price points, etc.) is becoming increasingly valuable to users.”

Chris Schreiner, Director, User Experience Innovation Practice added, “While consumers show interest in and willingness to purchase embedded navigation, the primary draw is the in-vehicle display. Solutions which pair attractive embedded displays with features like contextual awareness or small maps on the instrument cluster are needed to differentiate embedded offerings from mobile mirroring solutions.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. 


About In-vehicle UX

The In-vehicle UX group forms part of the User Experience Innovation Practice (UXIP) at Strategy Analytics. Focusing on user behaviors, motivations and interests within in-vehicle, mobile device, connected home and media & services research areas, UXIP helps clients meet consumer needs, develop usable solutions and deliver compelling user experiences. Extensive expertise and highly experienced in large-scale survey work, in-depth interviews, focus groups and observational sessions, UXIP’s research methodology allows strategic user-centric analysis on the potential for new technologies that would otherwise be unavailable. Providing actionable insight, go-to-market strategies and business recommendations, UXIP is a leading supplier of consumer knowledge to the technology industry. Click here for more information.


Press Contacts

US Contact: Derek Viita, +1 617 614 0772,

European Contact: Diane O’Neill, +44 (0)1908 423 669,

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