Usage for Mobile GPS surges 82% in the US, iPhone users top the list
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For the 3 months ending May 2008, consumers using GPS devices on the go through their mobile phones surged 82% compared to 3 months ending May 2007. The results were reported by M:Metrics, a subsidiary of comScore. According to the study, the iPhone is the leading device used to access maps in the United States, and in Europe, the device trails the Nokia N95 and N70.
The use of mobile maps is increasingly popular in the United States and Europe with 8 percent of American mobile subscribers and 3 percent of European subscribers accessing maps from the mobile phone in the three-month period ending May 2008. This represents a growth rate of 82 percent and 49 percent in the number of users, respectively.
More highlights from the study below
- 73 percent of mobile subscribers accessing maps are doing so via the browser in the U.S., and in Europe, 57 percent.
- Less than a third of Americans and Europeans are using a downloaded application, which allows even feature phones, with less computing power and often smaller screens, to better render graphic-rich maps and directions.
- Despite the ubiquity of SMS usage in Europe, the penetration of consumers accessing maps and directions via SMS is 24 percent; only one percentage point higher than it is in the United States.
- The vast majority of mobile map users are seeking driving directions, even in Europe, where public transportation and non-vehicular options are more popular.
In October of 2007 Nokia made a very smart move in acquiring Navteq in an $8.1 billion dollar deal. With these latest numbers from comScore, it validates Nokia’s vision for a converging phone/GPS device market. It also gives Nokia an opportunity to embed itself in the growing UMPC market where GPS chipsets may soon be embedded into ultra portable PC devices. Location-based services are one of the cornerstones of Nokia’s Internet services strategy.
While mobile access to maps has surged, online access to maps using the PC shows more modest gains in the United States and Western Europe. In the United Kingdom, which posted the highest growth in mobile access to maps at 72 percent, online access via the PC dipped from 45 percent penetration in May 2007 to 41 percent in May 2008. In the U.S., the increase in the number of users accessing maps from a mobile device far outpaced the increase in the number of people who accessed maps via the PC.
