Survey of American Drivers Reveals They Would Rather Have Built-In GPS Navigation

At GPS Bites we offer drivers the ability to find the best prices on Navteq Navigation DVDs and navigation system updates – especially for updating the GPS maps that come with in-built in-dashboard navigation systems.  Whilst most drivers don’t actually have built-in devices, and tend instead to use portable navigation devices such as Garmin or TomTom, a new survey has revealed that they would actually prefer to have GPS navigation built-in to the car rather than having to plug-in a portable device.

Drivers Prefer to Use In-Built GPS Navigation When Available

The new Harris Poll conducted by the Harris Interactive company revealed the following insights into in-car GPS navigation in 2012:

  • Drivers are more likely to consider built-in navigation when buying a new car
  • 62% of drivers prefer to use built-in GPS navigation if it is available
  • 19% of drivers prefer a portable navigation device
  • 11% of drivers prefer to use smartphone based GPS navigation in their car

What was quite interesting about the in-car navigation survey was that drivers actually preferred the option of smartphone integration and docking technology in the car over built-in applications.  24% of correspondents said that when buying a new car they would consider the option of a docking station so they could run smartphone navigation compared to just 14% who said they would prefer navigation built-in to the dashboard.

Dashboard Navigation Devices for GPS

The Appetite for Smartphone GPS Integration in Cars

However, once the respondents had been shown the prices of each option, those wanting docking stations for their GPS smartphone dropped to 20% despite the fact that this technology was on average one hundred dollars more costly than a dashboard navigation system.

A spokesman for Harris Interactive stated that:

“Consumers are indicating that they want their automotive technology to help improve safety while giving them more flexibility, even if it costs a little more.  Personalization is the future of the connected car. Drivers want to use technology they already know and love in their vehicles. By integrating technologies they already own, it also eliminates some of the technology usage issues plaguing the industry today.”

Surveys like this present an interesting case for the traditional portable navigation manufacturers such as Garmin.  Whilst PND sales are declining, more automotive brands are choosing to integrate GPS navigation into their cars as standard, so the challenge for the companies like Garmin is to ensure that they remain at the forefront of the technology and partner with as many automobile manufacturers as possible so they can keep a foot in the industry.

Some Users Like to Use Smartphone Navigation

The Smartphone Navigation Challenge to GPS

The challenge of smartphone navigation is a very real one, and as technology becomes more entrenched into our daily lives, consumers want the ease of knowing that they can easily integrate their devices into their everyday activities.  If car manufacturers choose to start making in-dashboard navigation as standard then there’s every chance the threat of smartphone navigation could be headed off by the GPS companies.  It’s going to be an interesting couple of years so make sure you bookmark GPS Bites and sign-up to our social networks such as Google+, Twitter, and Facebook in order to be kept completely up to date with developments.

Survey Details: The survey was conducted via an online Harris Poll aimed to United States drivers between April of 2011 and April of 2012.  There were 11,925 drivers polled who were aged eighteen years old or over and who were driving a car on a daily basis that was manufactured from 2007 and later. 

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