Quantitative and Behavioral Observation Survey on the Actual Usage of Car Navigation Devices: In the SDV Transition Period, Combined Use with Smartphones is Advancing, Yet Experiences Remain Fragmented
Members Co., Ltd. conducted a quantitative and behavioral survey of 1,507 drivers to analyze how they utilize car navigation systems versus smartphone apps during the shift toward Software Defined Vehicles (SDV). The study found that while drivers often use both devices, the lack of integration leads to fragmented experiences and redundant operations. The report provides actionable guidelines for manufacturers to improve in-car navigation by creating more seamless, user-centric experiences.
📋 Article Processing Timeline
- 📰 Published: March 28, 2026 at 00:38
- 🔍 Collected: March 28, 2026 at 21:59 (21h 20m after Published)
- 🤖 AI Analyzed: April 15, 2026 at 02:57 (412h 57m after Collected)
Members Co., Ltd. (Headquarters: Chuo-ku, Tokyo; Representative Director and President: Akihiko Takano; TSE Prime: 2130; hereinafter 'Members'), which leads social transformation alongside its clients through DX (Digital Transformation) on-site support, has conducted a 'Quantitative and Behavioral Observation Survey on the Actual Usage of Car Navigation Devices.'
Based on a quantitative survey of 1,507 people and behavioral observation of users in actual driving environments, we analyzed usage patterns by classifying them into three segments: 'In-vehicle Car Navigation Users,' 'Smartphone Navigation App Users (hereinafter, Smartphone Users),' and 'Combined Users of In-vehicle Car Navigation and Smartphone Navigation Apps (hereinafter, Combined Users).' We are publishing a report that summarizes the insights for each segment and an action guide for next-generation design guidelines.
[Quantitative and Behavioral Observation Survey on the Actual Usage of Car Navigation Devices]
Report details can be found here: https://www.members.co.jp/download/170-survey-navigation
Background of this Survey
With the Ministry of Economy, Trade and Industry and the Ministry of Land, Infrastructure, Transport and Tourism promoting the 'Mobility DX Strategy,' the transition to 'Software Defined Vehicles (SDV)' is accelerating in the automotive industry (*1). Accordingly, the value of in-vehicle systems is shifting from 'hardware control' to 'experiential value driven by software.' On the other hand, smartphone usage within vehicles has become part of daily life, necessitating a redefinition of the role of in-vehicle car navigation systems that have been independently developed by automobile and in-vehicle equipment manufacturers.
Members has supported service and product development centered on Customer Experience (CX) across a wide variety of industries, including mobility. Based on our accumulated knowledge, we conducted this survey using a multifaceted approach, combining quantitative and qualitative methods, to derive the role of in-vehicle systems sought by users and next-generation design guidelines, and have published this report.
Result Summary and Action Guide
[Result Summary]
1. [Quantitative Survey] 'In-vehicle Car Navigation Users' are satisfied with current functions while also having safety needs. 'Smartphone Users' prioritize information freshness in daily use. 'Combined Users' pursue the 'best of both worlds,' utilizing smartphones for information freshness and in-vehicle systems for multi-functional use. As smartphone usage becomes established, the role sought for each device differs by segment.
2. [Behavioral Observation] All survey participants completed route searching and planning on their smartphones before getting into the car. Duplicate operations between devices occurred before and after boarding.
3. [Behavioral Observation] 'Information interference' and 'inadequate guidance' from in-vehicle car navigation are stress factors for drivers.
[Action Guide]
This survey clarified the reality that car navigation device usage is divided between in-vehicle systems and smartphones, based on information freshness, functionality, and safety. Conversely, it highlighted issues where fragmentation between devices and unintended interventions diminish the inherent value of in-vehicle car navigation systems.
Moving forward, manufacturers must abandon the premise that in-vehicle car navigation is an independent search terminal. They are required to provide reliable and user-oriented driving support unique to in-vehicle hardware, while seamlessly accepting the convenience of smartphones.
Three Action Guides to Enhance the Value of In-vehicle Car Navigation
- Seamless integration from smartphone operation before boarding to in-vehicle car navigation after boarding
- Non-intrusive driving information presentation that reduces driving load without disrupting the in-vehicle environment
- Reliable guidance to parking lot entrances utilizing the high-precision positioning of in-vehicle car navigation
Overview of Survey Results
[Quantitative Survey]
- Smartphone usage is established. The role and functions required for navigation differ among the in-vehicle navigation user, smartphone user, and combined user segments.
- In-vehicle Car Navigation Users: 'Satisfied with current functions while having safety needs'
- The primary reason for not using a smartphone is 'I do not want to operate a smartphone while driving (30.6%).' There is a need for safe and reliable hardware.
- There is a certain level of satisfaction with current functions, such as 'Satisfied with the accuracy of route guidance (51.5%)' and 'No points of dissatisfaction (37.1%).'
- High utilization of media functions, with TV viewing and media playback used two or three times a week or more.
- Smartphone Users: 'Prioritize information freshness in daily use'
- Navigation/map apps used include 'Google Maps (68.2%),' 'Yahoo! Car Navi (11.4%),' and 'Apple Maps (8.9%)' (*2).
- Reasons for not using in-vehicle car navigation include 'I only drive on roads I usually take (25.2%)' and 'The map data is old (22.4%).'
- 'Do not have in-vehicle car navigation installed (15.8%)' is in the minority, suggesting that about 80% own in-vehicle systems but only use smartphone navigation apps.
- The second most common usage purpose for private cars is 'School/Commuting (62.0%),' unlike other segments where it is 'Leisure.'
- It is inferred that in-vehicle car navigation is not used for daily routes.
- There is a tendency to demand real-time information, with higher frequency of use for traffic congestion information compared to other segments.
- Combined Users: 'Pursue the best of both worlds, using smartphones for freshness and in-vehicle systems for multi-functional use'
- 'Drive almost every day (65.8%)' is the highest among all segments.
- The scope of use is diverse, covering route guidance, traffic congestion information, location search, music playback, and voice operation, with higher frequency and satisfaction in almost all functions than other segments.
- 'Use in-vehicle car navigation (over smartphone) (57.6%)' is 15.2% higher than 'Use smartphone app (over in-vehicle navigation) (42.4%).' The smartphone is positioned as a functional complement to the in-vehicle car navigation.
[Behavioral Observation Survey]
- Everyone completed route searching and planning on their smartphone before boarding. 'Double work' occurs as users reset destinations on the in-vehicle navigation after boarding; redundant operations between devices hinder a smooth departure.
- 'Information interference,' such as voice guidance or traffic information interruptions at unintended times, is a psychological burden for drivers. 'Complexity of operation' was also highlighted, where guidance cannot be immediately handed over between devices during communication breaks, such as in tunnels.
- There is a discrepancy regarding 'guidance to the final destination' between the specification of in-vehicle navigation, which ends guidance just before the destination, and the user need to be guided to the parking lot entrance.
Main Structure of the Survey Report
- Introduction
- Definition of segment classification
- Key Findings
- Executive Summary
- Quantitative Survey | Questionnaire Survey
- Qualitative Survey | Co-riding Survey
- Action Guide: Redefining the Unique Value of In-vehicle Car Navigation
Survey Overview
- Quantitative Survey: Web questionnaire, 1,507 valid responses, February 2026.
- Qualitative Survey: Co-riding survey (behavioral observation and depth interviews), 3 informants, February 2026.
- Analysis: Members Co., Ltd. nu.Design Company
Inquiries regarding this release: Members Co., Ltd. nu.Design Company (https://marke.members.co.jp/contact_nd.html)
(*1) Ministry of Economy, Trade and Industry and Ministry of Land, Infrastructure, Transport and Tourism 'Mobility DX Strategy' (announced May 24, 2024) and 2025 update.
(*2) Regarding trademarks in the text: Google Maps is a registered trademark of Google LLC; Yahoo! Car Navi is a registered trademark of LINE Yahoo Corporation; Apple Maps is a registered trademark of Apple Inc.
Based on a quantitative survey of 1,507 people and behavioral observation of users in actual driving environments, we analyzed usage patterns by classifying them into three segments: 'In-vehicle Car Navigation Users,' 'Smartphone Navigation App Users (hereinafter, Smartphone Users),' and 'Combined Users of In-vehicle Car Navigation and Smartphone Navigation Apps (hereinafter, Combined Users).' We are publishing a report that summarizes the insights for each segment and an action guide for next-generation design guidelines.
[Quantitative and Behavioral Observation Survey on the Actual Usage of Car Navigation Devices]
Report details can be found here: https://www.members.co.jp/download/170-survey-navigation
Background of this Survey
With the Ministry of Economy, Trade and Industry and the Ministry of Land, Infrastructure, Transport and Tourism promoting the 'Mobility DX Strategy,' the transition to 'Software Defined Vehicles (SDV)' is accelerating in the automotive industry (*1). Accordingly, the value of in-vehicle systems is shifting from 'hardware control' to 'experiential value driven by software.' On the other hand, smartphone usage within vehicles has become part of daily life, necessitating a redefinition of the role of in-vehicle car navigation systems that have been independently developed by automobile and in-vehicle equipment manufacturers.
Members has supported service and product development centered on Customer Experience (CX) across a wide variety of industries, including mobility. Based on our accumulated knowledge, we conducted this survey using a multifaceted approach, combining quantitative and qualitative methods, to derive the role of in-vehicle systems sought by users and next-generation design guidelines, and have published this report.
Result Summary and Action Guide
[Result Summary]
1. [Quantitative Survey] 'In-vehicle Car Navigation Users' are satisfied with current functions while also having safety needs. 'Smartphone Users' prioritize information freshness in daily use. 'Combined Users' pursue the 'best of both worlds,' utilizing smartphones for information freshness and in-vehicle systems for multi-functional use. As smartphone usage becomes established, the role sought for each device differs by segment.
2. [Behavioral Observation] All survey participants completed route searching and planning on their smartphones before getting into the car. Duplicate operations between devices occurred before and after boarding.
3. [Behavioral Observation] 'Information interference' and 'inadequate guidance' from in-vehicle car navigation are stress factors for drivers.
[Action Guide]
This survey clarified the reality that car navigation device usage is divided between in-vehicle systems and smartphones, based on information freshness, functionality, and safety. Conversely, it highlighted issues where fragmentation between devices and unintended interventions diminish the inherent value of in-vehicle car navigation systems.
Moving forward, manufacturers must abandon the premise that in-vehicle car navigation is an independent search terminal. They are required to provide reliable and user-oriented driving support unique to in-vehicle hardware, while seamlessly accepting the convenience of smartphones.
Three Action Guides to Enhance the Value of In-vehicle Car Navigation
- Seamless integration from smartphone operation before boarding to in-vehicle car navigation after boarding
- Non-intrusive driving information presentation that reduces driving load without disrupting the in-vehicle environment
- Reliable guidance to parking lot entrances utilizing the high-precision positioning of in-vehicle car navigation
Overview of Survey Results
[Quantitative Survey]
- Smartphone usage is established. The role and functions required for navigation differ among the in-vehicle navigation user, smartphone user, and combined user segments.
- In-vehicle Car Navigation Users: 'Satisfied with current functions while having safety needs'
- The primary reason for not using a smartphone is 'I do not want to operate a smartphone while driving (30.6%).' There is a need for safe and reliable hardware.
- There is a certain level of satisfaction with current functions, such as 'Satisfied with the accuracy of route guidance (51.5%)' and 'No points of dissatisfaction (37.1%).'
- High utilization of media functions, with TV viewing and media playback used two or three times a week or more.
- Smartphone Users: 'Prioritize information freshness in daily use'
- Navigation/map apps used include 'Google Maps (68.2%),' 'Yahoo! Car Navi (11.4%),' and 'Apple Maps (8.9%)' (*2).
- Reasons for not using in-vehicle car navigation include 'I only drive on roads I usually take (25.2%)' and 'The map data is old (22.4%).'
- 'Do not have in-vehicle car navigation installed (15.8%)' is in the minority, suggesting that about 80% own in-vehicle systems but only use smartphone navigation apps.
- The second most common usage purpose for private cars is 'School/Commuting (62.0%),' unlike other segments where it is 'Leisure.'
- It is inferred that in-vehicle car navigation is not used for daily routes.
- There is a tendency to demand real-time information, with higher frequency of use for traffic congestion information compared to other segments.
- Combined Users: 'Pursue the best of both worlds, using smartphones for freshness and in-vehicle systems for multi-functional use'
- 'Drive almost every day (65.8%)' is the highest among all segments.
- The scope of use is diverse, covering route guidance, traffic congestion information, location search, music playback, and voice operation, with higher frequency and satisfaction in almost all functions than other segments.
- 'Use in-vehicle car navigation (over smartphone) (57.6%)' is 15.2% higher than 'Use smartphone app (over in-vehicle navigation) (42.4%).' The smartphone is positioned as a functional complement to the in-vehicle car navigation.
[Behavioral Observation Survey]
- Everyone completed route searching and planning on their smartphone before boarding. 'Double work' occurs as users reset destinations on the in-vehicle navigation after boarding; redundant operations between devices hinder a smooth departure.
- 'Information interference,' such as voice guidance or traffic information interruptions at unintended times, is a psychological burden for drivers. 'Complexity of operation' was also highlighted, where guidance cannot be immediately handed over between devices during communication breaks, such as in tunnels.
- There is a discrepancy regarding 'guidance to the final destination' between the specification of in-vehicle navigation, which ends guidance just before the destination, and the user need to be guided to the parking lot entrance.
Main Structure of the Survey Report
- Introduction
- Definition of segment classification
- Key Findings
- Executive Summary
- Quantitative Survey | Questionnaire Survey
- Qualitative Survey | Co-riding Survey
- Action Guide: Redefining the Unique Value of In-vehicle Car Navigation
Survey Overview
- Quantitative Survey: Web questionnaire, 1,507 valid responses, February 2026.
- Qualitative Survey: Co-riding survey (behavioral observation and depth interviews), 3 informants, February 2026.
- Analysis: Members Co., Ltd. nu.Design Company
Inquiries regarding this release: Members Co., Ltd. nu.Design Company (https://marke.members.co.jp/contact_nd.html)
(*1) Ministry of Economy, Trade and Industry and Ministry of Land, Infrastructure, Transport and Tourism 'Mobility DX Strategy' (announced May 24, 2024) and 2025 update.
(*2) Regarding trademarks in the text: Google Maps is a registered trademark of Google LLC; Yahoo! Car Navi is a registered trademark of LINE Yahoo Corporation; Apple Maps is a registered trademark of Apple Inc.