According to a new U.S. study of mobile map usage by comScore, 48 million mobile users accessed maps on their mobile device during the three month average period ending May 2011, an increase of 39%
from the previous year, driven in large part by the increase in smartphone adoption. The study found that map usage via mobile applications was the primary access point for smartphone owners as the
map app audience doubled in size over the past year.
A comparative look at map usage among fixed-Internet users (i.e. accessing from a home or work computer) found that map visitation saw a
slight decline in total audience in May 2011 versus the previous year, dipping 2%, while still maintaining a substantially larger audience of 93.8 million visitors.
Map Category Audience for Mobile and Fixed Internet Access(May 2011 vs. May 2010) |
| Total Audience (000) |
| May-2010 | May-2011
| % Change |
Fixed Internet Map Access | 95,579 | 93,817 | -2% |
All Mobile
Map Access | 34,675 | 48,099 | 39% |
Source: comScore, July 2011 |
Mark Donovan, comScore senior vice president of mobile, says "The
strong growth in mobile map usage and flattening of desktop map usage is indicative of broader behavioral shifts being wrought by smartphones... For years, consumers have been able to check directions
on their desktop computers prior to leaving their home or office, now smartphones allow people to skip this step and access maps on the go, as they need them, showing off one of the most powerful
capabilities of mobile - just-in-time-information."
The number of smartphone map users (which accounted for 4 out of every 5 mobile map users) reached 38.2 million in May, an increase of
75% from the previous year and outpacing the total smartphone audience growth of 57%. Applications represented the primary access point for approximately two-thirds of smartphone map users, while
browser map access was about half as popular as apps and grew at half the rate.
Smartphone Browser and Application Usage for Map Access (3 Month Avg. Ending May 2011 vs. 3 Month Avg. Ending May 2010; Total U.S. Age 13+) |
| Total Audience (000) |
| May-2010 | May-2011 | % Change
|
Total Smartphone | 21,873 | 38,208
| 75% |
Accessed Maps via Application | 13,036 | 25,815 | 98% |
Accessed Maps via Mobile Browser | 9,187 | 13,712 | 49% |
Source: comScore MobiLens, July 2011 |
Among all mobile users (smartphone and feature phone) who accessed maps on their mobile
devices, 88.9% did so from a car or other vehicle, with 16.9% doing so while walking, running or biking, and 13.6% while using public transit. The most utilized types of maps were graphical maps with
turn-by-turn directions.
Mobile Map Usage by Mode of Travel and Type of
Map (3 Month Avg. Ending May 2011; Total U.S. Mobile Audience Age 13+: Smartphone and Feature Phone) |
Travel Or Map | % of Mobile Users Accessing Maps |
Driving or
riding in a car or other vehicle | 88.9% |
Walking or running or biking | 16.9% |
Using public transit | 13.6% |
Type of Map or Directions Accessed (Multiple OK) |
Graphical map with turn by turn
directions | 64.0% |
Graphical map without turn by turn directions | 48.3% |
Turn by turn directions without graphical map | 46.0% |
Source: comScore MobiLens, July 2011 |
For more information from comScore please visit here.