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市場調查報告書
OVI Maps、應用程式、Terminal Mode相關的消費者意向調查
European End-User Survey: Survey of consumer attitudes towards OVI Maps, apps and Terminal Mode 2010
| 出版商 |
SBD |
| 出版日期 |
2011年01月 |
商品編碼 |
164688 |
| 內容資訊 |
英文 171 Pages |
| 價格 |
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OVI Maps、應用程式、Terminal Mode相關的消費者意向調查 是由出版商SBD在2011年01月所出版的。
這份英文市場調查報告書包含171 Pages 價格從美金3381起跳。
不遠的將來，汽車廠商被認為會被迫決定採用Terminal Mode，或是選擇替代的車載整合解決方案。智慧型手機應用程式的人氣高漲，另一方面，車載應用程式如何進化，對技術進步敏感的消費者來說，也許會被認為是下一個最先進技術而受到矚目。
本報告，以套組提供解析以600位Nokia智慧型手機持有者利用現在OVI Maps，今後1年內預定構入汽車的人（法國、德國、義大利、英國分別各150人）為對象使用網路進行調查的結果的Word格式報告、彙整143頁各問題的結果詳細內容的PowerPoint報告、彙整所有舊有數據的Excel表、以及問題表，由下列摘要形式闡述。
調查內容
- Nokia的OVI Maps免費導航應用程式的使用度與滿意度
- 對於開車中使用其他應用程式的興趣與使用度
- 朝向車載智慧型手機整合的意向
調查方式
- 最終使用者調查的時期：2010年10月
- 以600位為對象的網路調查（法國、德國、義大利、英國分別各150人）
- 對象：使用OVI Maps的Nokia智慧型手機用戶之中今後1年間預定購入汽車的使用者
第1章 報告摘要
第2章 調查結果的分析
- 智慧型手機的購買決策要速以及今後的意向
- OVI Maps導航的使用經驗
- 應用程式的使用狀況
- 對於智慧型手機整合的關心度
第3章 SBD 的建議
圖一覽
- 圖1. 附免費導航的Nokia智慧型手機的購買前、購買後的評價比較
- 圖2. 對於Nokia以及其他智慧型手機品牌的關心度
- 圖3. OVI Maps各功能的重要度與使用頻率
- 圖4. 對於HMI以及其他智慧型手機的各要素的滿意度
- 圖5. PND與OVI Maps的比較
- 圖6. 應用程式的下載頻率以及種類
- 圖7. 開車中的應用程式使用狀況以及關心度
- 圖8. 對於汽車的智慧型手機整合得關心度
- 圖9. 智慧型手機整合組的接受價格
- 圖10. 汽車的Terminal ModeTerminal Mode™的迅速普及所必須的理想生態系統
Abstract
Over 60% of European and Chinese consumers claim a smartphone kit will be
important when deciding to buy their next car or are willing to pay a premium
for access to apps in the car...
The smartphone market is growing rapidly in
China and Europe, and there is a great level of interest within the automotive
industry to understand whether this will translate into a similar growth in
demand for in-car app-based infotainment. The opportunities for selling new
features and improving the overall user experience are leading vehicle
manufacturers to strongly consider app based infotainment and smartphone
integration solutions. However, before the automotive industry moves forward
in this direction, it is vital to understand consumer attitudes towards of
apps usage and interest for smartphone screen duplication in the car. With
this in mind, SBD has conducted two exclusive end-user surveys to analyse and
help vehicle manufacturers understand how smartphone owners are using apps and
what their level of interest is for using those apps in the car.
This survey will enable you to:
- Understand how Chinese and European consumers react to app-based
infotainment systems
- Learn how much consumers are willing to pay for smartphone integration in
the car
- Develop the right strategies based on actual consumer feedback
- Reduce the risk of launching the wrong products in this rapidly evolving
market
Table of Contents
1. Executive summary
- 1.1 Introduction
- 1.2 Survey methodology and sampling
- 1.3 60-second summary of conclusions
2. Analysis of findings
- 2.1 Phone purchase decision and future plans
- 2.1.1 Importance of navigation
- 2.1.2 Allegiance to Nokia handsets
- 2.2 Experience with OVI Maps navigation
- 2.2.1 Features
- 2.2.2 Usability while driving
- 2.3 App Usage
- 2.3.1 Downloads and app types
- 2.3.2 Usage while driving
- 2.4 Interest for in-car smartphone integration
- 2.4.1 Solution type and interest
- 2.4.2 Acceptable price
3. SBD recommendations
LIST OF FIGURES
- Fig. 1: Opinion of navigation before and after buying Nokia phone with
free navigation
- Fig. 2: Interest for Nokia and other brands of smartphones
- Fig. 3: Importance and usage of OVI Maps features
- Fig. 4: Satisfaction with HMI and other phone attributes
- Fig. 5: Comparison of PNDs and OVI Maps
- Fig. 6: App downloads and types
- Fig. 7: Usage and interest for apps whilst driving
- Fig. 8: Interest for smartphone integration in the car
- Fig. 9: Acceptable price for a smartphone integration kit
- Fig. 10: Ideal ecosystem for rapid uptake of Terminal Mode ™ in cars
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