NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world together with DestinoGPS, GPS navigation devices leaders and exclusive distributors of Mio in Mexico, revealed today the results of a new research study specifically focused on the travel and navigation behavior of Mexican women. In addition to announcing the research results, DestinoGPS is also launching the Mio Moov GPS S505 with Sencillamente Mio software.
The research study was conducted in Mexico City, Guadalajara and Monterrey and included approximately 550 respondents between the ages of 18 and 65. The purpose of the study was to assess Mexican women’s transportation modes, travel behavior and methods of obtaining guidance. It also measured the ownership and usage of navigation and mobile devices, as well as profiled the ownership base according to key demographics.
The study showed that over 1/4 of Mexican women surveyed drive an automobile at least once per week, and of those women driving, almost half are between the ages of 25 and 44. Delving further into reasons for travel, the study found 88% of women cited grocery shopping as a reason for travel, making it the most common purpose. Shopping for clothes followed closely, with 82% of women citing it as a reason for travel. Meeting friends, traveling to work, traveling to children’s activities and taking children to and from school were also cited as reasons for travel, but in considerably smaller numbers.
“The results of the research study helped us obtain a better understanding of the transportation behavior of Mexican women, which allowed us to design a PND tailored for women,” stated Gabriel Braun, CEO—DestinoGPS. “The Mio Moov GPS S505 with the Sencillamente Mio features straightforward menu options with fast and intuitive search for accessing favorite Points of Interest (POIs) such as grocery stores and shopping malls.”
The research study also investigated common ways women seek guidance while traveling and their associated feelings when they become lost. To find their way somewhere, more than half of the women surveyed asked someone for guidance. Even in unfamiliar areas, the most common way women sought guidance was to stop and ask someone for directions. However, an overwhelming 76% of the women surveyed expressed fear for their physical safety when they are lost and 72% felt they needed help when that happens.
To offer an alternative to asking for directions, the Mio Moov S505 with Sencillamente Mio enables users to easily obtain destination information multiple ways by entering the street name, keyword, zip code or name of the establishment. Additionally, Sencillamente Mio showcases NAVTEQ 3D Landmarks and City Models enabling users to orient themselves faster while driving, helping to combat fears associated with being lost.
“Only 14% of the women surveyed own some form of a navigation device, however, from the research conducted, it is clear that women drivers could benefit greatly from device ownership,” stated Jim Dineen, director and general manager—Mexico, NAVTEQ. “Together with DestinoGPS, we hope to empower women to drive with confidence through the use of a navigation device like the Mio Moov S505 with Sencillamente Mio by providing them with easy access to the POIs they use the most, an alternative method for obtaining directions and an added sense of security while driving.”
The research study was managed by IPSOS MediaCT, a global survey-based market research company with specializations in the areas of media, content, telecoms and technology industries.
NAVTEQ (navteq.com)is the leading global provider of maps, traffic and location data (digital location content) enabling navigation, location-based services and mobile advertising around the world. NAVTEQ was founded in 1985 and now supplies comprehensive digital location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company is celebrating its 25th anniversary in 2010, proudly supported by approximately 5,000 employees located in 211 offices in 48 countries.