A recent Frost & Sullivan study offers an insight into the willingness of customers to pay for navigation systems and features. This study was based on a sample size of 1,974 interviews conducted in the European markets of France, Germany, the United Kingdom, Italy and Spain. The respondents included current owners of navigation devices (fixed and portable) and non-owners interested in purchasing one in the future.
New analysis from Frost & Sullivan (automotive.frost.com), Consumer Desirability & Willingness to Pay for Navigation Systems and Features, finds that the sales in the European market for navigation systems accounted for over 10 million units in 2005 and estimates this to reach 35 million units by 2010.
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“Navigation systems have become increasingly affordable and are now the target of consumer electronics participants who view the automotive market as an untapped opportunity,” note Frost & Sullivan Research Analysts Praveen Chandrasekhar and Franck Leveque. “Convenience, efficiency and the need to avoid using paper maps seem to be driving interest in navigation systems.”
Fifty nine per cent of non-navigation users interviewed appeared interested in purchasing a navigation system in the future. However, respondents in the United Kingdom were not interested in navigation systems, which were considered an unsafe option when compared to multi-maps.
Tom Tom had the highest brand awareness (both aided and unaided) amongst users and non-users of navigation systems across the European countries surveyed. In terms of ownership, Tom Tom had the highest penetration of navigation systems, followed by Sony, Blaupunkt, Navman, Garmin and Acer.
Respondents rated ease of use (interface with the system) as the most important factor in their decision to purchase a navigation system, followed closely by the cost of the system. “Ease of installation was also an important consideration, which suggests that potential customers need a hands-on demonstration prior to purchase,” states Chandrasekhar. ”Vehicle manufacturers and suppliers would benefit from educating consumers at their dealerships and explain who navigation systems work.”
According to the interviews, consumer electronic retailers were found to be the preferred purchase channel, which points to the fact that respondents need to touch and feel the system prior to purchase. Whilst almost 60 per cent of fixed system owners were purchased at the car dealership, there were four key purchase channels for portable owners, which consisted of consumer electronics stores, the Internet, car accessory shops and department stores.
“Consumers realise the benefit of embedded navigation systems and are ready to pay 2 to 3 times over and above the price of a portable device. But clearly the mass market cannot stomach prices of €1,500 to €2,000 or even more,” comments Leveque. “In this price-centric market, portable systems are set to dominate, given their obvious price advantages.”
Consumer Desirability & Willingness to Pay for Navigation Systems and Features is part of the Automotive and Transportation Growth Partnership Service, which also includes research on different product domains in the Telematics and Infotainment industry. All research included in subscriptions provide detailed market opportunities and industry trends that have been evaluated following extensive interviews with market participants. Interviews with the press are available.
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