comScore, a leader in measuring the digital world, yesterday, 28 June 2010, released a study on mobile map usage based on data from its comScore MobiLens service. The study found that 14% of mobile users in the US accessed maps on their devices in April 2010, as the mobile map audience reached 33.5 million users, up 44% from the previous year. The study also found that more mobile users now access maps via application than via browser, demonstrating the success of applications in penetrating the mobile map market.
"People are increasingly turning to their mobile phone for maps and directions when on the go," said Mark Donovan, comScore senior vice president of mobile. "With summer travel season upon us, we expect even more mobile users to access both maps and location-based local search to help them navigate and find geographically relevant information."
For the three-month period ending April 2010, 26% of smartphone users accessed maps via applications, while 19% accessed maps via browser in a month. In comparison, just 2% of feature phone users accessed maps via applications, with 4% doing so via browser. Smartphone users drove growth in both application and browser map usage with app access nearly tripling to 12.7 million smartphone users, while browser map access surged 93% to nearly 9 million smartphone users. The number of mobile map app users first surpassed mobile map browser users in February 2010.
| Smartphone* and Feature Phone Browser and Application Usage for Map Access 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009 Total US Age 13+ Source: comScore MobiLens | |||
|---|---|---|---|
| Total Audience (000) | |||
| Apr-09 | Apr-10 | % Change | |
| Accessed Maps via Application | |||
| Total Mobile Market | 8,708 | 16,773 | 93 |
| Smartphone | 4,594 | 12,740 | 177 |
| Feature Phone | 4,114 | 4,033 | -2 |
| Accessed Maps via Browser | |||
| Total Mobile Market | 11,819 | 15,569 | 32 |
| Smartphone | 4,649 | 8,959 | 93 |
| Feature Phone | 7,170 | 6,610 | -8 |
*comScore defines smartphones as a mobile device with the following operating systems: RIM, Apple, Microsoft, Google, Palm, Symbian.
For the three month period ending April 2010, 33.5 million mobile users accessed maps at least once during a month, an increase of 44% from the previous year. Visitors accessing maps 1-3 times per month increased 47% to 17.1 million users, while those accessing once a week increased 60% to 11.6 million users. The most frequent users, those accessing maps on a near daily basis, climbed 9% to reach 4.8 million users.
| Total Mobile Market Map Access Frequency 3 Month Avg. Ending Apr. 2010 vs. 3 Month Avg. Ending Apr. 2009 Total US Age 13+ Source: comScore MobiLens | |||
|---|---|---|---|
| Frequency of Map Access | Total Audience (000) | ||
| Apr-09 | Apr-10 | % Change | |
| Total Audience: 13+ yrs old [Age] | 232,000 | 234,000 | 1 |
| At Least Once in Month | 23,277 | 33,496 | 44 |
| 1-3 Times in Month | 11,598 | 17,065 | 47 |
| Once Each Week | 7,278 | 11,618 | 60 |
| Almost Every Day | 4,400 | 4,812 | 9 |
Among those who accessed maps on their mobile devices, 87.2% did so from a car or other vehicle, with 17.2% doing so while walking, running or biking, and 16.7% while using public transit. The most utilised types of maps were graphical maps with turn-by-turn directions (60.3% of mobile maps users), followed by 50.6% using a graphical map without turn-by-turn directions and 46.8% using turn-by-turn directions without a graphical map.
| Mobile Map Usage by Mode of Travel and Type of Map 3 Month Avg. Ending Apr. 2010 | |
|---|---|
| Total US Age 13+ Source: comScore MobiLens | |
| % of Mobile Users Accessing Maps | |
| Mode of Travel Used or Intended to be Used When Accessing Maps:* | |
| Driving or riding in a car or other vehicle | 87.2% |
| Walking or running or biking | 17.2% |
| Using public transit | 16.7% |
| Type of Map or Directions Accessed: * | |
| Graphical map with turn by turn directions | 60.3% |
| Graphical map without turn by turn directions | 50.6% |
| Turn by turn directions without graphical map | 46.8% |
*Percentages will not sum to 100% as respondents may select more than one mode of transport or type of map accessed.
"87% of mobile navigation users are accessing maps and directions while driving," noted Donovan, "Clearly indicating that the rising sophistication of smartphones poses a challenge to dedicated GPS systems."
