Among Italian GPS customers 66% have a dedicated portable product, 27% an in-dash solution and 7% another type of device that features GPS navigation. A huge majority of users (96%) use it in their car (2% on a bike; 7% for hiking purpose by foot or bicycle). Consumers using it frequently are 27%; 50% use it from time to time and 21%rarely. The level of satisfaction among users is rather important: 98% find it very useful or quite useful.
Consumer product and rising interest
GPS navigation has become a consumer product in Italy: for 58% of the population GPS navigation is a product for everybody. 40% find it useful and not particularly trendy, 27% think it is both useful and trendy and 17% useless but trendy.
Among the population sample 5% want to buy a navigation device soon and 41% want to do it in the future but without knowing when. Nowadays 53% does not intend to buy GPS navigation, this is a good progress with respect to the previously mentioned Gallup poll which indicated in May that 68% were not planning to have one.
Interest in additional features
Regarding the user’s interest for additional features, the most relevant are real time traffic information (87%), speed limit information (87%), global view of the journey (84%), speedcam information (83%), weather (82%), information about restricted use of street lanes for taxis and bus (81%), hands-free kit (80%), large screen (73%).
The Telesurvey poll was conducted on October 2007 with 401 phone interviews from a representative sample of the Italian population (18-64 years old). The Gallup poll was conducted in May 2007 with 1012 interviews and its sample was representative of the population aged 15 years and above.