Mobile Map Use Grows WorldwidecomScore, 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:
- 73 percent of mobile subscribers accessing maps are doing so via the browser in the U.S., and in Europe, 57 percent.
- Less than a third of Americans
and Europeans are using a downloaded application, which allows even feature phones, with less computing power and often smaller screens, to better render graphic-rich maps and
directions.
- Despite the ubiquity of SMS usage in Europe, the penetration of consumers accessing maps and directions via SMS is 24 percent; only one percentage point
higher than it is in the United States.
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.