Navigation systems have made the leap from expensive cutting-edge status symbol to everyday tool. Wrong turns that burn up gasoline and time in equal measure are increasingly becoming a thing of the past. Consumers can now choose from more than 200 models of portable GPS units that mount to a car’s windshield or dash and prices are constantly dropping as competition heats up. The price that consumers reported paying in the J.D. Power and Associates 2008 Portable Navigation Device Usage and Satisfaction StudySM averaged $245, a giant drop from the $375 recorded just a year earlier.
As GPS units become broadly affordable, consumers can focus more closely on choosing the unit that will provide them with the highest level of satisfaction. Our study analyzed responses from nearly 5,000 portable GPS devices to understand which units performed best in real-world user experiences. We asked customers about their opinions about six areas: ease of use, routing, system appearance, speed of system, voice directions and navigation display screen. They told us that the appearance and system routing factors have the largest impact on overall satisfaction, accounting for just more than 40 percent of the overall index.
Which brands provide the clearest route to a satisfying experience?
- Garmin ranks highest among portable navigation device manufacturers, performing particularly well in the display screen, ease of use and appearance factors
- TomTom follows Garmin in the ranking, performing well in the routing, speed of system and voice direction factors
- Magellan ranks third overall in customer satisfaction.
While the affordability and multi-car versatility of portable GPS units is very attractive, owners do report considerably higher numbers of problems with their units than people who have factory-installed in-dash units. Common problem areas reported are system mounting, battery life and route accuracy.
The study also finds these interesting findings:
- Real-time information continues to be the most desirable of features among portable navigation device owners, including real-time traffic capability, current weather/forecast, and up-to-date market information (such as average gas prices).
- Portable navigation device owners are particularly loyal to their brand, with nearly 90 percent reporting that they “definitely” or “probably” buy the same brand in the future.
- More than half of portable navigation device owners report that they use their GPS on a regular basis (at least 1 to 2 times per week). Additionally, more than one-third of all owners cite some sort of prior navigation device experience.
- More than 60 percent of owners purchased their device at a retail store, while nearly 40 percent purchased online. Owners who purchased online provide much higher satisfaction scores with regard to the overall shopping experience compared with those owners who purchased in a retail store.
For more information, view portable navigation ratings or read the press release.
