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RAB Mobile
Who Buys Source

Profiling consumers 18+ whose most recently acquired auto feature was either a navigational system or burglar alarm/security system:

GfK MRI, 2010

Of those adults 18+ whose most recently acquired auto feature was a navigational system, 49.6% were women and 50.4% were men.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a navigational system, by age level: 18-24, 9.6%; 25-34, 17.7%; 35-44, 24.0%; 45-54, 20.1%; 55-64, 16.1%; 65+, 12.5%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a navigational system, by income group: $100,000+, 51.9%; $75-99,999, 17.6%; $60-74,999, 9.3%; $50-59,999, 5.2%; $40-49,999, 5.3%; $30-39,999, 4.7%; $20-29,999, 3.3%; under $20,000, 2.8%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a navigational system, by race: White, 79.3%; Black, 8.2%; Other, 12.5%; Hispanic origin, 10.6%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a navigational system, by region: Northeast, 17.7%; Midwest, 16.8%; South, 38.8%; West, 26.7%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a navigational system, by marital status: Single, 20.4%; married, 69.0%; separated/widowed/divorced, 10.6%.

GfK MRI, 2010

Of those adults 18+ whose most recently acquired auto feature was a security system, 49.7% were women and 50.3% were men.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a security system, by age group: 18-24, 10.8%; 25-34, 17.3%; 35-44, 20.7%; 45-54, 21.0%; 55-64, 16.3%; 65+, 13.9%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a security system, by income bracket: $100,000+, 35.6%; $75-99,999, 17.1%; $60-74,999, 12.2%; $50-59,999, 8.9%; $40-49,999, 7.9%; $30-39,999, 7.4%; $20-29,999, 5.9%; under $20,000, 5.9%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a security system, by race: White, 79.9%; Black, 9.0%; Other, 11.1%; Hispanic origin, 10.8%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a security system, by region: Northeast, 18.7%; Midwest, 20.7%; South, 37.2%; West, 23.4%.

GfK MRI, 2010

Adults 18+ whose most recently acquired auto feature was a security system, by marital status: Single, 20.9%; married, 64.9%; separated/widowed/divorced, 14.2%.

GfK MRI, 2010

Research by The NPD Group concluded that 81% of sales of GPS devices are made to first-time buyers.

The NPD Group, 2008

According to the Consumer Electronics Association, 27% of the nation's drivers planned to buy portable electronic devices for their vehicles in 2008, while 21% expected to have such devices permanently installed.

The New York Times, 2008

According to a 2008 study by TeleNav, 60% of women say they'd feel safer if they had a GPS device in their car.

, 2008

When They Buy Source

According to a 2008 survey of auto enthusiasts who purchased aftermarket mobile electronics (audio equipment, DVD units, navigation systems, etc.) to modify their vehicles, when these modifications were made: At the time the vehicle was bought, 3.7%; 1-3 weeks after purchase, 44.0%; 1-2 months after purchase, 19.1%; 3-4 months after purchase, 8.2%; 5-11 months after purchase, 12.8%; 1-2 years after purchase, 8.5%; more than 2 years after purchase, 3.8%.

Specialty Equipment Market Association, 2008

Why They Buy Source

According to a 2008 report by J.D. Power and Associates, real-time information continues to be the most desirable of features among portable navigation device owners, including real-time traffic capability, current weather/forecasts, and up-to-date market information (such as average gas prices).

J.D. Power and Associates, 2008

A 2008 study by J.D. Power and Associates found that price was the number one purchase driver for portable navigation devices.

J.D. Power and Associates, 2008

According to a 2008 survey by J.D. Power and Associates, the six factors that contribute to overall customer satisfaction with factory-installed vehicle navigation systems: 1. Ease of use; 2. System routing; 3. System appearance; 4. Voice directions; 5. Navigation display screen; 6. Speed of system.

J.D. Power and Associates, 2008

According to a 2008 survey by Morpace Inc., prevention of getting lost is ranked as the number one reason for owning a navigation system, followed by the convenience of not having to pre-plan a route, and the ability to change routes "on the fly."

Morpace Inc., 2008

According to a 2008 survey conducted by the Specialty Equipment Market Association, factors considered "very important" to buyers of mobile electronics products (multiple answers): Quality, 86.5%; price, 62.5%; warranty on item, 60.4%; product's appearance, 53.0%; return policy, 44.2%; warranty on installation, 42.3%; number of choices available, 41.8%; shipping cost (if applicable), 35.0%; item in stock, 32.9%; brand name, 29.5%; number of days to receive (if applicable), 27.6%.

Specialty Equipment Market Association, 2008

According to a 2008 survey by Morpace Inc., why consumers would not be interested in a navigation system (more than one answer possible): Don't travel to unfamiliar places often enough, or don't mind using maps or Internet-based directions, 67%; don't need them at all, 36%; cost, 14%.

Morpace Inc., 2008

According to a 2008 study by J.D. Power and Associates, almost two-thirds of auto buyers say that not having a navigation system as an option in their next vehicle would negatively impact their purchase decision.

J.D. Power and Associates, 2008

According to J.D. Power and Associates, the system's appearance and its routing factors have the biggest impact on consumer satisfaction with portable navigation devices.

J.D. Power and Associates, 2008

Based on a 2008 study by J.D. Power and Associates, more than one-half of portable navigation device owners use their PNDs on a regular basis (at least 1-2 times per week).

J.D. Power and Associates, 2008

Based on a 2007 report by J.D. Power and Associates, consumers whose vehicles have real-time traffic capabilities use this feature most often for re-routing due to unexpected traffic events, weekend trips or for advanced route planning. Fewer than two in five owners report using the feature for actual traffic flow speed information or daily commuting.

J.D. Power and Associates, 2007

Based on a 2007 survey commissioned by Circuit City, 71% of drivers believe that a global positioning system can help them save time and lower fuel costs. 

Marketing Daily, 2007

In addition to in-car navigation, owners of portable or hand-held GPS devices cite other uses for the technology, such as hiking, walking, boating, biking, running and even flying.

Consumer Electronics Association, 2007

How They Buy Source

According to a J.D. Power and Associates survey, the average selling price of a portable navigation device in 2008 was $245, down from $375 in 2007.

J.D. Power and Associates, 2008

Research by J.D. Power and Associates showed that customers were willing to pay an average of $55 to update their navigation systems with new maps, point of interest data, etc. in 2008, down from $69 in 2007. 

J.D. Power and Associates, 2008

A 2007 survey by J.D. Power and Associates found that among consumers who are highly interested in having a premium sound system in their next vehicle, more than 80% were willing to pay twice the average market price for a branded system (as much as $1,000). The study concluded that interest in audio-related features is high among consumers, with 60% saying they are interested in a system capable of playing multiple audio formats.

J.D. Power and Associates, 2007

What They Buy Source

According to a 2009 Jacobs Media survey of consumers planning to buy or lease a new car in the coming year, 47% said they wanted a factory connection for an iPod or MP3 player, compared to only 24% who wanted a factory-installed navigation system.

TWICE Magazine, 2009

According to a 2008 survey by J.D. Power and Associates, percentage of consumers who would  be interested in having the following features installed on their vehicle: Blind spot detection, 76%; backup assist, 74%; navigation system, 73%; active cornering headlight system, 73%; hybrid electric capability, 72%; premium surround sound, 67%; heated/cooled front seats, 67%; central control unit, 67%; personal assistance safety services, 65%; portable navigation device, 65%.

J.D. Power and Associates, 2008

According to a 2008 survey by GfK Automotive, features that car buyers are most interested in (multiple answers): USB Interface, 92%; auxiliary jack, 90%; remote keyless entry, 85%; hands-free calling, 73%; portable music/video adapter, 71%; single CD player, 68%; rear-vision camera, 68%; remote starter, 64%; intelligent airbag deployment, 63%; 5-speed automatic transmission, 63%.

, 2008

A 2008 Harris Interactive survey asked consumers to identify the features they would like to have on their GPS device (multiple answers): Ability to recalculate directions while driving, 81%; real-time traffic updates, 75%; multiple destination routing, 73%; voice guidance alerts, 71%; text-to-speech capability, 71%; include points of interest, 63%; proximity alerts, 57%; two-and-three-dimensional maps, 57%; Bluetooth interface, 45%; ability to show picture slideshows, 32%; ability to play digital music, 31%.

, 2008

As of second quarter 2008, market share of the leading providers of personal navigation devices: Garmin, 47%; TomTom, 25%; Magellan, 11%; Mio, 4.5%; Navigon, 3.6%.

TWICE Magazine, 2008

Research by the Consumer Electronics Association found that the in-vehicle consumer electronics products most likely to be purchased and installed during 2008 were remote vehicle starters, in-dash navigation systems and car alarms. Also generating purchasing interest among consumers were such technologies as satellite radio, HD radio and DVD players.

Consumer Electronics Association, 2008

A 2008 survey conducted by Morpace Inc. showed that almost three-quarters of the adult respondents prefer a navigation system that can be moved from vehicle to vehicle versus a system built into the dashboard of their vehicle or a system integrated into a cellphone.

Morpace Inc., 2008

According to 2008 research by consulting firm Frost & Sullivan, approximately 75% of vehicle navigation devices are portable units.

The New York Times, 2008

Among the advanced functions of vehicle navigation systems most in demand are the ability to automatically avoid traffic congestion, provide speed limit information, and provide information on speed and stoplight camera alerts.

J.D. Power and Associates, 2008

Five percent of mobile phone users subscribe to a GPS service on their phone, spending an average of $9.23 a month, according to Nielsen Mobile.

, 2008

Older consumers, particularly minivan, crossover and SUV buyers, want electronic features that appeal to their families, such as DVD players. Consumers under the age of 30 are more interested in music, Web access and voice-activated phone and entertainment systems.

The New York Times, 2008

Where They Buy Source

A 2008 J.D. Power and Associates survey determined that more than 60% of portable navigation device owners purchased their PNDs at a retail store, while just under 40% bought theirs online.

J.D. Power and Associates, 2008

According to a 2007 study by The NPD Group, out of 45 markets surveyed, Boston, New York and Orlando ranked as the top three markets in the number of mobile navigation units sold per retailer in those cities. The bottom three markets were Salt Lake City, Denver and Indianapolis.

The NPD Group, 2007

Business Trends Source

According to the Consumer Electronics Association, in-vehicle sales of consumer electronics will grow at an estimated rate of 13% in 2008 to $12.2 billion.

 

Consumer Electronics Association, 2008

According to the Consumer Electronics Association, sales of personal navigation and location systems are projected to grow 74% in 2008, with 24% of consumers planning to buy a GPS device in the coming year.

, 2008

Sales of the top 25 car electonics retailers saw a collective 12.1% gain in sales in 2007 to $5.3 billion.

TWICE Magazine, 2008

Based on research by J.D. Power and Associates, the market penetration of navigation systems on new vehicles increased to 25% in 2008, up from 20% in 2007. In addition, 55% of new-vehicle owners reported having satellite radio capability in their audio systems in 2008, compared to 39% in 2007.

J.D. Power and Associates, 2008

According to iSuppli Corp., percentage of 2009 model-year vehicles that offer the following types of technology as standard or optional equipment: Bluetooth wireless connections, 82%; iPod integration, 58%; USB interface, 33%; imbedded hard disk drives, 32%.

iSuppli Corp., 2008

At the end of the third quarter of 2008, SIRIUS XM Radio had 18.921 million subscribers, compared to 16.234 million by the end of third quarter 2007. During the third quarter of 2008, SIRIUS XM Radio added 344,100 net subscribers.

Orbitcast, 2008

According to a 2007 study by J.D. Power and Associates, as more features and technologies are included within new-vehicle multimedia systems, the number of owner-reported problems increases. In particular, owners report more problems with navigation systems and satellite Radio, such as poor satellite Radio reception and issues with navigation system map accuracy.

J.D. Power and Associates, 2007

Misc Source

According to the J.D. Power and Associates 2008 Portable Navigation Device Usage and Satisfaction Study, PNDs ranking highest among consumers were top-rated Garmin and second-ranked TomTom, which were the only two brands to finish above the industry average.

J.D. Power and Associates, 2008

Only about 60% of car buyers pay the annual subscription fee for the OnStar emergency service after the free first year runs out.

The New York Times, 2008