GPS Adoption to Grow, Just Say "NO" to Ads!
According to a recent study prepared for Marketing Daily, 30% of American households either have a GPS or plan on getting one in the next year. No wonder why the world of consumer electronics manufacturers are clamoring to get into the market. The study is also reporting that the more income you have, the higher the likelihood that you already have your GPS; saying that 1 in 5 households with income over $75,000 have a GPS, while only 3% of those who earn less than $25,000 have one.
Apparently safety is a big selling point for people who are buying GPS systems, and in my mind, can be one of those planks of advertising to convince potential users to buy them. People are certainly feeling calmer and more in control as a result of the units, with almost 40% of GPS users saying that they are less frustrated as a result of using their GPS.
No to Advertising on my GPS!
A whopping 75% of respondents said that they would hat it if they received unsolicited advertisements on their GPS. Seems like a thin line there between advocacy for a place to eat or entertainment, and advertising it. We are already seeing the ground being laid for branded icons on national outlets. So you might see the golden arches of McDonald’s instead of just a generic restaurant icon. With the recent introduction of gasoline price information on the Garmin Nuvi 680 and the StreetPilot 580, one has to wonder if streamed information about other outlets isn’t close behind. It will be interesting to see how manufacturers approach this thin line between information and advertising as the lure of location based ad revenue grows bigger and bigger.
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Posted by Scott Martin at January 23, 2007 8:59 AM
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