Quantitative and Behavioral Observation Survey on Car Navigation Device Usage: Concurrent Use with Smartphones Advances in the SDV Transition Period, but Experiences are Fragmented

Members Co., Ltd. (Headquarters: Chuo-ku, Tokyo; President and Representative Director: Akihiko Takano; Tokyo Stock Exchange Prime: 2130; hereinafter "Members"), a company that leads social transformation with its customers through DX site support, has conducted a "Quantitative and Behavioral Observation Survey on the Actual Usage of Car Navigation Devices."

Based on a quantitative survey targeting 1,507 individuals and a user behavioral observation survey in actual driving environments, the usage patterns were analyzed and classified into three segments: "In-vehicle Car Navigation Segment," "Smartphone Navigation App Segment" (hereinafter referred to as the "Smartphone Segment"), and "Concurrent Use Segment" (in-vehicle car navigation and smartphone navigation app concurrent use; hereinafter referred to as the "Concurrent Use Segment"). We will release a report summarizing 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]

For report details, click here: https://www.members.co.jp/download/170-survey-navigation

Background of this Survey

The automotive industry is accelerating its transition to "Software Defined Vehicles (SDV)," with government bodies like the Ministry of Economy, Trade and Industry and the Ministry of Land, Infrastructure, Transport and Tourism advocating for a "Mobility DX Strategy" (※1). Consequently, the value of in-vehicle systems is shifting from "hardware control" to "experience value through software." Meanwhile, users' smartphone usage in vehicles has become commonplace, necessitating a redefinition of the role of in-vehicle car navigation systems that automobile and in-vehicle device manufacturers have independently developed.

Members has supported service and product development centered on customer experience (CX) in a wide variety of industries, including mobility. Based on its accumulated knowledge, the company has now conducted an actual usage survey using a combined quantitative and qualitative approach to derive the roles users seek for in-vehicle systems and next-generation design guidelines, and has released the report.

Results Summary and Action Guide

[Results Summary]

① [Quantitative Survey] The "In-vehicle Car Navigation Segment" is satisfied with current functions and has safety needs; the "Smartphone Segment" emphasizes information freshness for everyday use; the "Concurrent Use Segment" pursues the "best of both worlds," valuing smartphone information freshness and in-vehicle car navigation for multi-functional use. As smartphone usage becomes established, differential use with in-vehicle car navigation is advancing, and the roles sought for each differ by segment.

② [Behavioral Observation] All survey participants completed route search and planning on their smartphones before getting into the car. Overlapping operations between devices occurred before and after boarding.

③ [Behavioral Observation] "Information interference" and "guidance vulnerability" of in-vehicle car navigation systems are stress factors for drivers.

[Action Guide]

This survey has revealed that users differentiate their use of car navigation devices, leveraging in-vehicle car navigation and smartphones based on information freshness, functionality, and safety. On the other hand, fragmentation between devices and unintended interventions are undermining the inherent value of in-vehicle car navigation systems...