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For B2C Marketing Professionals

Phone-Based Navigation Will Dominate By 2013

But Devoted Devices Will Remain Relevant

May 27, 2009

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Why Read This Report

Navigation has become a popular application, and today more than one-third of North American consumers own or use navigation services via a built-in vehicle system, a devoted portable navigation device (PND), or a GPS-enabled mobile phone — 27% are owners and another 7% users. PNDs are the dominant solution today, but Forrester believes that within five years, phone-based navigation will supplant PNDs as the preferred navigation option. This will be due to massive adoption by Gen Y and Gen X consumers who are increasingly reliant on their mobile phone and who will demand social networking and other connected services integrated into their navigation experience.

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