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Blauw Research Limited ·∙ 7-‐10 Adam Street ·∙ London WC2N 6AA ·∙ +44 (0)207 520 9060 [email protected] ·∙ www.blauw.co.uk

Satellite NavigaMon Head to Head Test

London, January/February 2015

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ExecuMve Summary

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ExecuMve Summary

•  A series of 105 Head-‐to-‐Head journeys was undertaken in London in Jan/Feb 2015 to compare the relaMve performance of satellite navigaMon devices, all of which used live traffic informaMon to assist route navigaMon

•  The devices evaluated were TomTom Go 500 and Garmin 2699 LMT-‐D

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ExecuMve Summary

Headline Results: •  TomTom Go 500 was 2m 47 seconds quicker on average than Garmin 2699 across all trips

•  TomTom Go 500 was 8% quicker on average than Garmin 2699 across all trips, staMsMcally significant at the 95% confidence level

•  TomTom Go 500 arrived ahead of Garmin 2699 on 71% of all trips

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Conclusions

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Conclusions

•  In London commuMng traffic for a typical commuMng trip Mme of around 40 minutes, the TomTom Go 500 delivers the motorist to their desMnaMon in less Mme -‐ 8% quicker on average -‐ than the Garmin 2699

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IntroducMon

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IntroducMon

•  Blauw is an independent market research agency with offices in London, Rocerdam and Nürnburg

•  Blauw’s professional team are members of ESOMAR (European Society of MarkeMng Research) and the Project Director (Arthur Fletcher) is a Fellow of the MRS (UK Market Research Society)

•  This study has been conducted within the prescribed Codes of Conduct from ESOMAR and MRS to which we subscribe

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IntroducMon

•  Blauw was commissioned by TomTom to perform a series of Head To Head Tests comparing the performance of their satellite navigaMon device with a compeMtor device

•  The compeMtor was Garmin and the tests were between the technologically most advanced model available to customers at the Mme of the test

•  The test products were TomTom Go 500 (PND) and Garmin 2699 LMT-‐D (PND)

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IntroducMon •  Both devices uMlised a real Mme traffic service to aid navigaMon

–  The TomTom Go 500 used ‘TomTom Traffic’ and was connected to a smartphone to provide a tether to the Internet

–  The Garmin 2699 received its traffic informaMon via DAB using Garmin’s ‘Live Traffic via DAB radio’

•  A Samsung Galaxy S5 with 4G connecMvity supplied by EE (providing best coverage in London) was connected to the TomTom Go 500 using the S5’s mobile hotspot

•  On the day before the tests started, both devices were updated to the latest maps and versions of operaMng systems and were not subsequently updated during the remainder of the trial

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Video Camera

PND

GPS Link

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IntroducMon •  2 idenMcal vehicles were be deployed (2014 Model Vauxhall

Corsa SE 1.2), each manned by a driver and co-‐driver •  Each vehicle had one satellite navigaMon device (rotated daily)

and one video/GPS tracking device installed •  A series of 105 trips of differing lengths/duraMons was devised

making a total of 210 individual journeys (2 devices x 105 trips) •  The start and end locaMons were all checked in advance and

confirmed to be in the same map locaMon for each device (within 20 metres)

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Tethered smartphone

Trip Log

Stopwatch

Video Camera

PND

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IntroducMon

•  Both vehicles took the same trip (same start and end point) at the same Mme on the same day

•  The start order of vehicles was rotated between each trip and each vehicle set off less than 30 seconds aner the previous vehicle

•  To minimise driver effect, each driving team used a different device on each day in strict rotaMon

•  The driving teams were briefed in detail and several trial runs were conducted on each device, driving teams were not made aware of the client’s idenMty

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IntroducMon

•  The Head to Head tests started on Monday 19th January 2015 and concluded on Thursday 12th February 2015

•  Some driving shins were lost which extended the planned fieldwork Mme by 2.5 days (Snow/Ice, Punctures, Camera Failure, Driver Injury – not driving related!)

•  Drivers followed the instrucMons given by the satellite navigaMon device, co-‐drivers kept a record of key data for each journey and traffic condiMons

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IntroducMon Journeys were taken between 6.00 am and 9.30 am in the morning and 4.00 pm and 7.30 pm in the evening; these Mmes were chosen represent busy commuter Mmes in London

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Source: Transport for London


IntroducMon

Each satellite navigaMon device was set up in the same way: •  Factory defaults •  Quickest Route with automaMc re-‐route where available

•  Traffic alerts on (if available) •  Speed camera alerts on (if available)

•  Speed limit alert on (if available) •  Audio navigaMon on •  Toll roads = Yes

Drivers were under strict instrucMon to follow the route indicated by the navigaMon device, if during the trip the device offered a quicker route, the driver would accept this

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IntroducMon The co-‐driver recorded the following informaMon on a trip log: Before Trip Start •  Date

•  Device •  Trip start point

•  Trip end point •  Device Start Mme (HH:MM)

At Trip End •  Device Arrival Time (HH:MM)

•  Trip DuraMon (HH:MM:SS) using stopwatch

•  Distance travelled (from vehicle Odometer)

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Journey Start/End Points

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Overall Performance

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39:08 41:55

0:00

12:00

24:00

36:00

48:00

TomTom Go 500 Garmin 2699

Mins:secs

Average Trip Time On average, TomTom GO 500 was 2m 47s faster than Garmin 2699

Base: 105 trips

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StaMsMcal TesMng

•  In order to examine how the devices performed against each other in relaMve terms, the performance of TomTom Go 500 was compared to that of Garmin 2699 in each head to head trip

•  The scores for Garmin 2699 were indexed against TomTom Go ((TomTom Go 500 trip Mme/Garmin 2699 trip Mme)x100) and the results averaged across all trips – these are presented on the next chart

•  The Jarque-‐Bera test established that the indexed data were normally distributed and a t-‐test of staMsMcal significance was applied

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100.0

107.9

99

100

101

102

103

104

105

106

107

108

109

110

TomTom Go 500 Garmin 2699

Index vs TomTom Go = 100

Average Indexed Trip Time (TomTom = 100)

Base: 105 trips

95% confidence

interval

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Garmin 2699 is almost 8% slower on average compared to TomTom

Go 500


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TomTom Go 500

71% ***

Garmin 2699 29%

Head to Head

Base: 105 trips

Confidence levels for significance testing

* = 95%** = 99%*** 99.9%

TomTom GO 500 arrived ahead of Garmin 2699 in 71% of all trips

Which device arrived first?


13.0 13.1

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

Garmin 2699 TomTomGo 500

Miles

Average Trip Distance Very licle difference between devices in the average distance travelled

Base: All trips

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19.76 20.95

0.00

5.00

10.00

15.00

20.00

25.00

Garmin 2699 TomTom Go 500

MPH

Average Trip Speed TomTom Go 500 achieved the highest average trip speed

Base: All trips

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