Throw the Road Atlas out the Window: Infogroup Survey Finds Increasing Customer Demand for Point-of-Interest Data

With more than 200 million navigation systems in use worldwide, Infogroup Survey notes trends in Point-Of-Interest Data

(OMAHA, NE) – September 14, 2011 – Whether you are using an in-car navigation system to travel across the country, checking your Personal Navigation Device to find the nearest gas station or navigating a new city with a smart phone, Points of Interest (POI) data lies at the heart of the search.  In today's location-based world, consumers are increasingly demanding accurate POI data to help them stay on track, i.e. searching for a Thai restaurant that stays open until 11pm and accepts Visa.
 
According to a 2010 Berg Insight Report, Mobile Navigation Services - 4th edition - more than 200 million navigation systems are in use worldwide, including about 40 million factory installed and aftermarket in-dash navigation systems, more than 120 million PNDs and about 44 million navigation-enabled mobile phones.
 
Infogroup conducted a 2011 navigation system survey working with ORC International to determine who is using POI data, for what purposes and what trends are emerging in this growing business. Infogroup is the leading provider of targeted high-value sales and marketing data, customer and market intelligence, and innovative digital engagement solutions, and Infogroup data powers 90% of the GPS systems in North America. 
   
POI USERS: 
The audience for these navigational products is diverse: according to the Infogroup/ORC survey, 69% of US respondents said they currently use a mobile GPS system or navigation aid at least once a month. Households with children tend to use more navigation products, both free and paid.
 
POI TRENDS:
According to the Infogroup/ORC survey, respondents listed restaurants as their top POI category, with 69% saying they searched for eateries and coffee shops the most.  

When asked: What points of interest categories do you search for the most, respondents answered:

  • 69 % selected Restaurants/Coffee Shops
  • 49% said Shopping/Department Stores/Grocery Stores
  • 31% chose Hotels/resorts

 

  • The survey showed very strong demand for traffic reports and fuel prices (55% and 44% respectively) and these items were named as the most important enhancements to respondents’ navigation systems
  • 39% said that 'weather' was a key enhancement versus 21% for coupons and 9% for movie reviews and show times
  • Of current features in their Navigation system, 89% stated 'Directions' as most important; followed by traffic alerts (26%) and fuel prices (11%)

 
Keeping up with these fast-moving businesses can be daunting: In a typical month, data-compiler Infogroup adds 150,000 new businesses to its business database and deletes 130,000 businesses. According to the Small Business Association, more than 1 in 10 businesses move every year and Infogroup helps our clients (and their customers) keep track of such changes.

To obtain a detailed copy of the 2011 Infogroup/ORC Navigation System Survey, please contact Katie Robinson - katie.robinson@infogroup.com.

About Infogroup
Infogroup helps companies increase sales and customer loyalty through our high value data, market intelligence and innovative digital solutions.  We uncover and unlock revenue growth by enabling our clients – from local businesses to Fortune 100 companies – to connect and engage with their most valuable audiences millions of times each day.  Infogroup data powers the top 5 internet search engines and 90% of the GPS systems in North America.  For more information, please visit www.infogroup.com.