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Study shows popularity of real-time traffic and voice recognition

Global marketing information services company, JD Power and Associates, has announced that its 2009 Navigation Usage and Satisfaction Study shows that real-time traffic information and voice recognition are becoming increasingly popular features among factory-installed navigation system owners, when compared with 2008. The study finds that 26% of owners report having a factory-installed navigation system equipped with real-time traffic capabilities - twice the proportion of owners in 2008 who said the same. Among owners whose systems do not currently have the real-time traffic feature, nearly 80% report interest in having the option in the future. Real-time traffic capability has a considerable impact on overall navigation system satisfaction, as satisfaction averages 8.1 (on a 10-point scale) among owners with the feature, compared with 7.3 among those without.

The 2009 study, which took place during October, is based on responses from 16,939 owners who recently purchased or leased new 2009 model-year vehicles with factory-installed navigation systems. Approximately 60% of owners report having voice recognition on their factory-installed navigation system. Among those owners who do not currently have the feature, two-thirds of respondents expressed an interest in having it in the future. Overall navigation system satisfaction is positively impacted by the presence of voice recognition. Among owners who reported having the feature, satisfaction averages 7.7 compared with an average of 7.2 among owners of systems without voice recognition technology. The study identifies six factors that contribute to overall customer satisfaction. In order of importance, they are: ease of use; system routing; system appearance; voice directions; navigation display screen; and speed of system.

The study also found the following navigation system trends: more than half of respondents reported using their system on a regular basis (at least one to two times per week); among consumers who have previously owned a vehicle equipped with a factory-installed navigation system, approximately 80% say that their current system is performing at the same level or better than their previous system; and approximately a quarter of consumers say they believe that an annual update for mapping software is necessary and would be willing to pay an average price of US$57 for updates.

 

 

December 7, 2009

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