portable nav devices europe 2005

Portable navigation systems more popular than ever
10.3.2006.

Nuremberg, March 10, 2006 – Last year, more than 400,000 portable navigation devices were sold in Germany, which represents a seven fold increase on 2004. In western Europe, total sales in 2005 stood at around 2.0 million units. Compared with the previous year, this is a ten fold rise. These are the findings of the GfK retail panel, which is used to track sales in this product group in nine western European countries.




In 2005, total sales of in-car electronics in Germany, which comprise car stereos and speakers, amplifiers, CD changers, multimedia and navigation systems, were up 29% on the previous year to 625 million euros. One of the reasons for this is the high level of demand for portable navigation equipment. Sales of 400,000 units totaled 192 million euros. Demand was particularly high in the run-up to Christmas, with total sales of portable navigation equipment amounting to 61.9 million euros in the period December 2005 to January 2006. In the same period in the prior year (December 2004 to January 2005), only 16.6 million euros were spent on such products.

The positive trend resulted mainly from the fact that prices for these systems have come down significantly. In 2004, portable navigation devices cost on average 600 euros in Germany, whereas the average price is 420 euros now, with some systems available for less than 200 euros.

More than 50% of all equipment is sold by electronics retailers. Almost one in five navigation devices are bought in PC or mobile phone shops, with department stores and mail order companies, online shops, car hi-fi specialists and specialist car accessory stores accounting for 14% market share each. In addition, food discount stores are also offering these products at irregular intervals. These stores sold tens of thousands of devices last year.

Demand is highest in the UK

The market has developed well in all western European countries. With 2.0 million units sold, sales of portable navigation equipment rose ten fold in 2005 compared with the prior year. The country comparison confirms the UK in first place with a total of 670,000 devices sold. Germany (407,000), France (295,000), Italy (186,800) and the Netherlands (129,600) follow. Above-average sales compared with consumer electronics sales as a whole were also recorded in Spain, Belgium, Austria and Switzerland.



High consumer demand generated an increase in the number of providers in Europe from ten at the end of 2004 to 42 by the end of last year. Demand is likely to rise in eastern European countries over the coming years in line with continually improving reception via digital cards.

The study

GfK Marketing Services provides continuous tracking services of portable navigation equipment in thirteen western European countries. Data on retail sales to consumers is collected for individual items on a monthly basis, as is information about market share, sales channel structures, price categories and retail bestseller lists. Data can be obtained from GfK on a one-off or continuous basis.

The countries covered by the survey are Germany, France, the UK, Italy, Spain, the Netherlands, Belgium, Austria and Switzerland. The latest additions as of 2006 are Denmark, Sweden, Finland and Portugal.

Arndt Polifke GfK Marketing Services Tel. +49 911 395-3116 Fax +49 911 395-4019 e-mail: arndt.polifke@gfk.com

Dr. Ulrike Schöneberg Public Affairs and Communications Tel. +49 911 395-2645 Fax +49 911 395-4041 e-mail: ulrike.schoeneberg@gfk.com