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GPS Edges Out Internet as Desired Cellphone Capability in National Survey

25 декабря 2007

Underscoring soaring consumer interest in navigation services based on the Global Positioning System (GPS), a new national survey by Leo J. Shapiro and Associates (LJS) found that cellphone users cite GPS capability more frequently than Internet access as a desired feature.

Based on data from phone interviews conducted in early December with a national sample of 450 Americans, the survey found that among current cellphone owners 24% would want their next cell phone to have GPS capabilities, while 19% would want Internet access. The survey also found that the vast majority of GPS device owners do not have GPS-enabled cell phones. Among current GPS owners 51% report having a portable GPS device, 39% have a car-based device, and only 6% have a GPS-enabled cell phone.The GPS is a U.S. satellite-based system that provides reliable positioning, navigation and timing services. Analogous to a global "Where's Waldo?" game, a GPS-enabled device can pinpoint your location. GPS navigation devices overlay your location with maps from a geographic information system (GIS) to create an interactive, instantaneous, personal guide. GPS Edges Out Internet as Desired Cellphone Capability in National Survey These responses suggest consumer interest in GPS-enabled cellphones will continue to rise as their utility moves beyond location-tracking to navigation and concierge services found in the latest dashboard and hand-held versions. These new findings build on previous research conducted by LJS in early October, which revealed that today's GIS-based mapping tools have achieved striking penetration into the everyday lives of Americans. A majority (60%) report recent use of a geographic website (e.g. Map Quest, Google Maps), with nearly everyone (94%) reporting they have heard of GPS. New GPS-enabled personal navigation devices are leapfrogging past early-adopter growth and surging almost directly into mainstream usage, with nearly one-third (32%) reporting having used a GPS-enabled device. "GPS is displaying a rapid and unusual pattern of diffusion," adds Owen SHAPIRO, Vice President of LJS. "Our research is finding the purchase and use of GPS-enabled devices is not confined to segments of the population in which 'early adopters' are generally concentrated - the young, highly educated or affluent. Today's GPS-enabled devices are being widely adopted, including among the middle-aged and elderly. As this breakout unfolds, we expect intensifying marketplace competition among the incumbent and newcomer brands as they race for dominance in this explosively growing market."

Источник: Leo J. Shapiro and Associates

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