This paper describes the market perspective of in-car information products based on a multi-staged research design. Almost 600 road users were involved in a user needs study. The study was based on a survey commissioned by the national Department of Transport. Road users' preferences for various types of information were identified. The study was able to identify the market perspectives for different types of products. The paper discusses the willingness to buy traffic information products, followed by a market segmentation. Size of the market potential is shown. A clear distinction between market segments could be made by examining driver characteristics that appeared to be most distinctive of their need for in-car information. Considerable differences in market potential for in-car information systems are found between individual market segments. (A)
Samenvatting