Morpace Reports Ownership of Vehicle Navigation Systems Expected to Grow

    FARMINGTON HILLS, Mich., Aug. 18 /EMWNews/ -- Based on results from

the Morpace Inc. Omnibus Study fielded in July 2008, over 25 percent of

respondents indicate that they currently own some type of vehicle

navigation system. The rate of ownership of this technology is highest for

married respondents and those earning at least $50,000 annually. Thirty

nine percent of non-owners plan to purchase a navigation system in the

future.



    "This survey confirms that the ownership of navigation systems will

continue to grow in the marketplace," states Bryan Krulikowski, Vice

President Morpace Automotive Research Practice.



    Portability is especially important among those who own or are

considering a navigation system. Nearly three-quarters of respondents

prefer a navigation system that can be moved from vehicle to vehicle versus

a system built into the dashboard of their vehicle or a system integrated

into a cell phone.



    "Consumers overwhelmingly prefer a system that can be used in multiple

household vehicles," says Krulikowski. "Aftermarket manufacturers will

surely benefit from this trend, and OEMs are already starting to integrate

portable systems into their vehicles."



    Prevention of getting lost is ranked as the highest reason for owning a

navigation system. Other important reasons include the convenience of not

having to pre-plan a route and the ability to change routes "on the fly."



    Of those not interested in navigation systems, 36 percent say it's

primarily because they don't need them rather than because of cost; 67

percent cite they don't travel to unfamiliar places often enough or they

don't mind using maps or internet-based directions. Only 14 percent cite

cost as the primary reason.

    About Morpace Inc.



    Morpace is a full-service survey research and consulting organization

specializing in automotive, financial services, health care, retail and

technology. Morpace has global expertise in providing innovative

proprietary solutions to clients in four core areas: market definition and

segmentation; product development and pricing; brand and image positioning;

and customer satisfaction and loyalty.



    Established in 1941, Morpace Inc., an ISO 9001:2000 certified

organization, is one of the largest privately held marketing research firms

in the United States. Headquartered in Farmington Hills, Michigan the

company has offices in Irvine, California; New York City; and London,

England.



    Visit http://www.morpace.com for more information.