Report: Mobile maps draw in users

The summer travel season is here and more users in the US and Europe are embracing mobile mapping sites to help them find their way. According to a new report from comScore/M:Metrics, mobile map use increase 82% year over year (YoY) in the US and 49% YoY in Europe.

by Kristina Knight

"The mobile phone as a personal navigation device makes tremendous sense," said Mark Donovan, comScore senior analyst. "With the influx of devices . . . Entering the market . . . And the growing popularity of downloadable navigation applications, you don't need a map to see where this sector is going."

Just which users are going to mapping sites most?

In France 1.2 million consumers are using mobile mapping sites (2.7% of the mobile population), in Germany more than 900,000 users are mapping (2%) and in Italy 2.1 million consumers are mapping (4.6%). However, the largest consumer bases using maps are in the US with 16 million users logging on to mobile mapping sites; that is just over 7% of the mobile population and in the UK with 2.14 million users logging on (4.5% of the mobile population).

Those logging on to mapping sites are most interested in driving directions, in directions for public transit or in getting mapping information for exercise (walking, running, bicycling).