comScore, Inc. reported that 8 percent of American mobile subscribers and 3 percent of European subscribers accessed maps from the mobile phone in the three-month period ending May 2008. This is a growth rate of 82 percent and 49 percent in the number of users, respectively. According to the study, the iPhone is the leading device used to access maps in the United States, and in Europe, the device trails the Nokia N95 and N70.
Map Access via Mobile Device (Three-month average ending May 2007 and May 2008 United States and Western Europe) | |||||
| Users (000s) | % of Mobile Subscribers | |||
Country | May-07 | May-08 | Change | May-07 | May-08 |
France | 907 | 1,265 | 40% | 2.0% | 2.7% |
Germany | 663 | 963 | 45% | 1.4% | 2.0% |
Italy | 1,595 | 2,142 | 34% | 3.5% | 4.6% |
Spain | 702 | 1,080 | 54% | 2.2% | 3.2% |
United Kingdom | 1,247 | 2,147 | 72% | 2.8% | 4.5% |
Europe* | 5,114 | 7,597 | 49% | 2.4% | 3.4% |
United State9,280 | 16,871 | 82% | 4.4% | 7.5% |
|
Source: comScore M:Metrics, July 2008 *Includes top five countries listed. |
Mark Donovan, senior analyst, comScore, noted that "The mobile phone as a personal navigation device makes... sense. With the influx of devices, such as the iPhone with GPS, Nokia's purchase of NAVTEQ and the growing popularity of downloadable navigation applications... "
According to the report:
The vast majority of mobile map users are seeking driving directions, even in Europe, where public transportation and non-vehicular options are more popular.
Mode of Transport Intended to be Used when Accessing Maps (Three-month average ending May 2007 and May 2008 United States and Western Europe) | ||||||
| France | Germany | Italy | Spain | UK | US |
% Penetration of Activity | ||||||
Driving or riding in car | 79.9% | 62.4% | 77.3% | 63.9% | 57.9% | 85.7% |
Using public transit | 18.6% | 30.0% | 15.1% | 26.1% | 30.2% | 14.9% |
Walking, running or biking | 21.5% | 31.2% | 19.4% | 22.1% | 41.0% | 14.6% |
Source: comScore M:Metrics, July 2008 |
In the United Kingdom, which posted the highest growth in mobile access to maps at 72 percent, online access via the PC dipped from 45 percent penetration in May 2007 to 41 percent in May 2008. In the U.S., the increase in the number of users accessing maps from a mobile device far outpaced the increase in the number of people who accessed maps via the PC.
Map Access via PC (May 2007 and May 2008United States and Western Europe) | |||||
| Unique Visitors (000s) | % of Online Population | |||
Country | May-07 | May-08 | Change | May-07 | May-08 |
United States | 70,471 | 72,327 | 3% | 44.9 | 44.2 |
United Kingdom | 14,215 | 14,027 | -1% | 45.1 | 40.7 |
Germany | 11,597 | 12,188 | 5% | 35.4 | 35.1 |
France | 10,510 | 11,622 | 11% | 40.9 | 37.4 |
Spain | 5,245 | 5,645 | 8% | 37.7 | 35.4 |
Italy | 4,718 | 5,436 | 15% | 26.2 | 28.3 |
Source: comScore Media Metrix, July 2008 |
For more information about this market from comScore, please visit here.