Owners Less Satisfied with Navigation Systems: J.D. Power

Owners Less Satisfied with Navigation Systems: J.D. Power

Customers satisfaction regarding navigation systems is declining because they are becoming too confusing and hard to use according to the J.D. Power navigation usage and satisfaction study released today.

On a scale of 1,000 points, the average consumer says that there satisfaction level is at 681, representing a 13-point decrease from 2011’s average of 694. Six factors are considered in the study: ease of use; routing; navigation display screen; speed of system; voice directions; and voice activation. The largest decrease in satisfaction points came in the ease of use category, which declined by 25 points to 637 year over year.

With the advent of smart phones, consumers are increasingly leaning towards getting rid of their factory installed navigation systems in favor of using a navigation app on their phone, with 47 percent of respondents saying they already use a a downloaded app on their smartphone for navigation compared with 37 percent in 2011. Further confirming car buyers preference of smart phone navigation, 46 percent of owners say that they “definitely would not” or “probably would not” purchase an in-car navigation system if they had the choice of having their phone navigation displayed on their car’s central screen.

Voice-activated nav is also an important feature to new car buyers, as 67 percent of owners without it, want it, and 80 percent of consumers with voice-activated navigation systems said that they will purchase it again in their next car. That said, voice activation systems scored the lowest on the satisfaction scale with just 544 points.

“As more than one-half of the top problems relate directly to inputting information and interacting with the navigation system, there is a clear need for manufacturers to improve upon the interaction between the user and the navigation system,” said Mike VanNieuwkuyk, executive director of global automotive at J.D. Power and Associates.

To get theses results, 20,704 customers were polled, all of which purchased or leased model year 2012 vehicles.