The GPS Divide: Age Does Make a Difference in Navigation Device Usage

Younger and older Americans use GPS devices differently, according to a recent survey of US consumers conducted by ABI Research.

“When younger GPS users are compared to their older counterparts, there’s clearly an age divide not only in what types of devices they use, but in how they use them,” says ABI Research director Janet Wise.

The online survey, which was conducted in August 2008 and included responses from 750 in-car navigation users, was focused on navigation form factors, use cases, navigation feature usage, and brand satisfaction. Among the age-related differences observed:

- While portable navigation devices (PNDs) are, across all ages, the most commonly-used type of navigation device, mobile phones or PDAs with navigation service are much more likely to be used by those under age 35.

- Significantly higher percentages of those under age 45 use one- or two-way connected PNDs.

- Significantly higher percents of younger users download location-based search and traffic information.

“With navigation solutions quickly spreading to all age groups in society, it becomes increasingly important for navigation vendors to offer products which address the different needs of the different age segments,“ adds ABI Research director Dominique Bonte. “While younger age groups are willing to adopt new connected navigation form factors and services, older groups clearly prefer no-frills, affordable, easy to use, ‘working out of the box’ non-connected PNDs.“

An ABI Research Brief, “Consumer Navigation Survey Findings”, presents the findings of the survey, providing insight into differences among age groups related to the uptake of handset-based navigation, navigation form factor preferences, PND vendor market shares, price evolution, the use of traffic and multimedia features, and future preferences.

It forms part of the firm’s Location Aware Services Research Service, which also includes other Research Briefs, Research Reports, Market Data, an Online Database, ABI Insights, ABI Vendor Matrices, and analyst inquiry support.