{"id":2571,"date":"2010-04-23T12:01:36","date_gmt":"2010-04-23T16:01:36","guid":{"rendered":"https:\/\/www.delvinia.com\/?p=2571"},"modified":"2020-04-05T08:35:12","modified_gmt":"2020-04-05T12:35:12","slug":"mobile-gps-oh-where-art-thou-managing-the-hype-the-reality-of-mobile-in-canada","status":"publish","type":"post","link":"https:\/\/www.delvinia.com\/mobile-gps-oh-where-art-thou-managing-the-hype-the-reality-of-mobile-in-canada\/","title":{"rendered":"Mobile GPS, oh where art thou? Managing the Hype: The Reality of Mobile in Canada"},"content":{"rendered":"<figure id=\"attachment_2620\" aria-describedby=\"caption-attachment-2620\" style=\"width: 400px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.delvinia.com\/wp-content\/uploads\/2010\/04\/graph_gps.jpg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-2620\" title=\"graph_gps\" src=\"https:\/\/www.delvinia.com\/wp-content\/uploads\/2010\/04\/graph_gps.jpg\" alt=\"Mobile GPS Awareness by generation\" width=\"400\" height=\"322\" \/><\/a><figcaption id=\"caption-attachment-2620\" class=\"wp-caption-text\">Mobile GPS Awareness by generation<\/figcaption><\/figure>\n<p>GPS awareness and usage on smartphones is still relatively low among Canadians, particularly among\u00a0Boomers and the 65+ crowd. Even some 38% of NGen don\u2019t know or aren\u2019t sure whether their\u00a0smartphones are GPS-equipped. Given these stats, it isn\u2019t surprising that few Canadians use their mobile GPS on a weekly basis.<\/p>\n<p>Why this lack of awareness and relatively low usage rates of GPS across all generations?<\/p>\n<p>One reason could be a lack of association of GPS with a mobile device. Most customers were first introduced to GPS in their cars with the wide-spread inclusion of in-car GPS systems in the 1990\u2019s. When consumers think GPS, they automatically think of in-car systems \u2013 not their mobile devices.<\/p>\n<p>Also, in-car systems are more user-friendly and are generally safer to handle while in transit. They offer real-time voice navigation with onscreen turn-by- turn directions. Mobile GPS in comparison, is only beginning to offer these features now in Beta or to business subscribers.<\/p>\n<p>Canadian consumers also think that setting up GPS on their mobile phones is complex and time-consuming, stating \u201cit\u2019s too small and I haven\u2019t had time to investigate how to set it up\u201d or \u201cI don\u2019t know how it works.\u201d As with any other feature, customers want ease of use. They don\u2019t want to have to learn how to set it up or how to use it \u2013 they just want something intuitive.<\/p>\n<p><a href=\"https:\/\/www.delvinia.com\/wp-content\/uploads\/2010\/04\/dig_report_mobile_GPS_1.gif\"><img decoding=\"async\" class=\"alignright size-full wp-image-2574\" title=\"dig_report_mobile_GPS_1\" src=\"https:\/\/www.delvinia.com\/wp-content\/uploads\/2010\/04\/dig_report_mobile_GPS_1.gif\" alt=\"I don't need it, nor do I want to pay for it - NGen\" width=\"432\" height=\"212\" \/><\/a>Another implied factor which could affect the relatively low usage is consumer habits.\u00a0Respondents indicated that they didn\u2019t need mobile GPS as they determined a route for\u00a0their destinations in advance. In the case of an impromptu need for directions, many\u00a0Canadians fell back onto existing behaviours such as calling their destination directly, looking it up online before leaving home, or even using paper-based maps.<\/p>\n<p>Some habits and perceptions just take time to break. However, marketers and product developers take note, this will create opportunities for you to better educate and engage with consumers of GPS mobile.<\/p>\n<p>To gain more insights into how, download the complete Delvinia Dig quarterly report on mobile at www.delvinia.com\/digreport\/.<\/p>\n<p>Do you know if your smartphone is GPS enabled? If so, do you even use it? Tell us.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>GPS awareness and usage on smartphones is still relatively low among Canadians, particularly among\u00a0Boomers and the 65+ crowd. Even some 38% of NGen don\u2019t know or aren\u2019t sure whether their\u00a0smartphones are GPS-equipped. Given these stats, it isn\u2019t surprising that few Canadians use their mobile GPS on a weekly basis. Why this lack of awareness and [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":16591,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[947],"tags":[110,119,30,797],"_links":{"self":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/2571"}],"collection":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/comments?post=2571"}],"version-history":[{"count":3,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/2571\/revisions"}],"predecessor-version":[{"id":27102,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/2571\/revisions\/27102"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/media\/16591"}],"wp:attachment":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/media?parent=2571"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/categories?post=2571"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/tags?post=2571"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}