Sunday, March 18, 2012

GPS beats market research at own game

TeleNav top US businesses TeleNav is releasing some data this morning that isn’t too startling in its own right, but it speaks to a revolution in market share analysis. Companies like Nielsen and Arbitron estimate media market share, but GPS-enabled phones can do them one two better, delivering location market share data, and not just estimates either. This strikes me as something of a game changer for marketing professionals, and the data may provide another badly-needed revenue stream for navigation providers. On to the specifics being released today…

The chart at the top of this post shows the most searched for business locations during the month of December. Sure, this is just a subset of the population, but with 13 million subscribers, TeleNav has a pretty good sample size here. Yes, it’s biased by all sorts of confounding variables, but it still paints quite the picture of where folks are going. And variables such as percentage of the population using smartphone navigation will become less of an issue over time.

Check out their news release for more info.

Disclosure: I’m part of a group of bloggers who were given access to TeleNav staff under their “Waypoint” program. TeleNav covered travel costs for all participants for a meeting in Cupertino, California in February 2010.

About Rich Owings

Rich is the owner, editor and chief bottle-washer for GPS Tracklog. Connect with him on Twitter, Facebook or Google Plus.

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