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J.D. Power and Associates Reports:
Garmin Ranks Highest in Customer Satisfaction with Portable Navigation Devices
Navigation System Prices Decline as More Models Enter the Market
WESTLAKE VILLAGE, Calif.: 23 October 2008 — Garmin ranks highest in satisfying portable navigation device owners, according to the J.D. Power and Associates 2008 Portable Navigation Device Usage and Satisfaction StudySM released today.
Now in its second year, the study measures customer satisfaction with portable navigation devices (PND) by examining six factors: ease of use; routing; system appearance; speed of system; voice directions; and navigation display screen. In particular, the appearance and system routing factors have the largest impact on satisfaction, accounting for slightly more than 40 percent of the overall index.
Garmin ranks highest among PND 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.
The study finds that the average price paid for a PND has declined considerably, with customers paying an average of $245 in 2008 compared with $375 in 2007.
“Competition in the portable navigation device market is steadily heating up, and with more than 150 models currently available, consumers have more options than ever before,” said Jennifer Amell, research manager of the automotive emerging technologies practice at J.D. Power and Associates. “With the constant introduction of new models, prices for older models are dropping. This is especially beneficial for customers, as 40 percent consider price as their primary purchase driver when shopping for a new portable navigation device.”
The study also examines quality by measuring problems per 100 PND (PP100), where a lower score reflects higher quality. On average, owners experience two to three problems with their PND, which is represented as an overall score of 279 PP100.
“System mounting problems are the most common reported problem among PND owners, followed by accuracy of routing and address information,” said Amell. “These mounting issues can be resolved by designing systems that are lightweight and less bulky. Accuracy issues are often an implication of outdated mapping software. This continues to be a user education issue, as many consumers are not aware of the process involved in updating the necessary software.”
The study also finds the following consumer behavior trends:- Real-time information continues to be the most desirable of features among PND owners, including real-time traffic capability, current weather/forecast and up-to-date market information (such as average gas prices).
- PND owners are particularly loyal to their brand, as nearly 90 percent report they “definitely will” or “probably will” repurchase the same brand in the future.
- More than one-half of current PND owners report using their device on a regular basis (at least 1 to 2 times per week). Additionally, more than one-third of PND owners cite some sort of prior navigation 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 their overall shopping experience compared with those owners who purchased in a retail store.
For more information, or to read an article or view portable navigation device ratings, visit JDPower.com.
The 2008 Portable Navigation Device Usage and Satisfaction Study is based on responses from 4,866 owners of portable navigation devices. The study was fielded in September 2008.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services firm operating in key business sectors including market research, forecasting, performance improvement, training and customer satisfaction. The firm’s quality and satisfaction measurements are based on responses from millions of consumers annually. For more information on boat ratings, car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor’s, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2007 were $6.8 billion. Additional information is available at http://www.mcgraw-hill.com/.
No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power and Associates. www.jdpower.com/corporate
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2008 Portable Navigation Device Usage and Satisfaction Study The 2008 Portable Navigation Device Usage and Satisfaction Study measures customer satisfaction with portable navigation devices (PND) by examining six factors: ease of use; routing; system appearance; speed of system; voice directions; and navigation display screen. In particular, the appearance and system routing factors have the largest impact on satisfaction, accounting for slightly more than 40 percent of the overall index.  Enlarge Video Player
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