Phone-Based Navigation Continues To Grow Rapidly In 2010

In May 2009, Forrester predicted that, while a growing number of consumers would embrace navigation solutions, the phone would be the most widely used tool for navigation by 2013. Our most recent data — from a Q3 2010 survey — further justifies this prediction, as phone-based solutions continue to grow at a more rapid rate than either standalone navigation devices or those built into cars. Reinforcing our argument that phone-based solutions don't spell the end of devoted devices, consumers who make use of multiple navigation solutions represent the fastest-growing segment. Product strategists at mobile phone, accessory, and portable navigation device firms should ready themselves for a world in which most US consumers hold multiple devices that can address a navigation need. Clients should note that this report focuses exclusively on US consumers, in contrast to previous reports that reported on overall North American adoption.