Study: Seniors Represent Large Potential Nav Market
By Amy Gilroy -- TWICE, 8/8/2005
ENCINITAS, Calif. — While senior citizens are usually not the early adopters for CE products, they represent a large potential market for in-car navigation systems, according to a new study by MetaFacts.
Married active seniors are 213 percent of the national average in their usage or near-term purchase intent for an in-car GPS. Older empty-nesters (or the single-income-no-kids crowd) are the next most likely to purchase in-car navigation, at a rate that is 153 percent higher than average.
MetaFacts said 3.3 million households own, or plan to soon buy, an in-car navigation system, and notes that this is still a small base. Principal analyst Dan Ness noted that while the technology is comparatively popular among married active seniors, still only about one in nine seniors are interested. But this is better than the national average of 5.2 percent, or slightly better than one in 20, who are interested in the technology.
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