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.
"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).
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