Recently Smart Mobility Monitor, supplemented with a publication by Rijkswaterstaat (client) and Goudappel (implementer) called ‘Monitor Road Traffic Related Information Services 2024’, which every three years measures the ownership, use and satisfaction with traffic information services in the Netherlands, reveals a clear and impactful trend: the use of in-car navigation and information by road users continues to grow exponentially, even on already familiar routes. An impressive 71% of road users make use of this, compared to 59% in 2021. On unknown routes, use remains high (97%).
This shift emphasizes the need for current, reliable and integrated #Traffic information.
Key Findings
The monitors, based on an extensive questionnaire among 2,048 representative Dutch drivers, reveal several crucial developments:
- Shift to Integrated Systems: While smartphone navigation (particularly Google Maps) is the most widely used, there is a clear trend towards built-in navigation systems and integrated smartphone solutions such as Apple CarPlay and Android Auto.
- Dynamic Route Adjustment: As much as 81% of drivers adjust their route during the journey based on current traffic information – a significant increase compared to 44% in 2021. This underlines the direct impact of real-time information on travel behavior.
- Google Maps Dominant: When obtaining travel and/or route information during a trip, people by far useGoogle Maps This indicates an almost universal familiarity with and trust in this source.
- Top 10 Used Apps:The overview of the top 10 most used apps for on-trip information clearly shows an overall increase in the use of apps with on-trip information. Between 2021 and 2024, the market share of Google Maps further increased from 61% to 80%. We also see that Apple Maps has risen in the top 10, while Teletext and TomTom (Ami)Go have dropped in rank.
- Preference for Digital Information:The preference for in-car information systems over traditional traffic signs is increasing across all age groups. At the same time, when receiving conflicting advice, most drivers follow the route on their navigation system over roadside information, especially on the highway.
- Road Safety & Distraction: Navigation systems demonstrably contribute to road safety, especially on unfamiliar routes. However, distraction remains a concern; 40% of users are distracted by notifications, primarily due to the need to operate them. This emphasizes the importance of safer control methods such as voice control.
- Multiple Sources of Information:Three-quarters of road users consult multiple systems, indicating that different sources complement each other well and provide a more complete picture.
Localyse’s ODIQ: The Essence of Data-Driven Traffic Management
In this dynamic environment of increasingly active road users, Localyse offers its innovative analysis product ODIQ Unprecedented insights. ODIQ is entirely based on robust, reliable, and up-to-date data from Google Maps Now that these two studies confirm that Google Maps is by far the most used system for travel and route information, and its market share has even risen to 80%, ODIQ’s relevance is greater than ever.
With ODIQ we can provide precise insight into which route advice Google Maps offers at specific times. The fact that 81% of travelers actually adjust their route based on traffic jam information, underscores the immense value of the insights ODIQ provides. After all, if the vast majority of road users actually follow the route recommendations provided by Google Maps, then the data and analyses ODIQ generates are vital for effective#Traffic management.
Google Maps expert Jeffrey Benning emphasizes the crucial role of ODIQ:The Smart Mobility Monitor confirms what we’ve been seeing for some time: the digital transformation in traffic is irreversible, and Google Maps is leading the way. With 81% of travelers adjusting their routes based on up-to-date information, it’s essential for road authorities to know exactly what advice is being provided by the most commonly used navigation app. Our ODIQ product is the perfect tool for this. It enables them to make data-driven decisions and thus significantly improve traffic flow, safety, and quality of life. This is the future of #TogetherSmartOnTheRoad.”
From Insight to Impact: Smarter Together on the Way
The monitor’s findings demonstrate that modern information services have a significant impact on road user behavior. The preference for real-time and integrated information emphasizes the need to strengthen (in-car) information services. This can contribute to better choices during the journey and increased compliance with traffic advisories.
With ODIQ, Localyse enables road managers, service providers and other stakeholders to:
- Proactively respond to current travel behavior.
- To analyse the impact of traffic measures based on advice actually followed.
- To achieve better-informed road users, resulting in improved road safety, more efficient traffic flow and less traffic congestion.
Localyse helps with ODIQ in the transition to #DigitalMobilityto accelerate and contribute to a future in which we #TogetherSmartOnTheRoad are.
The studies can be shared upon request. Send a message via the contact page or schedule an appointment directly.
