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Gen Y Drivers Twice as Stressed than Baby Boomers


NAVTEQ survey demonstrates need for intuitive technology to aid Australia’s frequently stressed drivers

Sydney - NAVTEQ, the leading global provider of maps, traffic and location data enabling navigation, location-based services and mobile advertising around the world, revealed results of a new Australian study indicating that Gen Y is more stressed while driving than any other generation. Although most Aussies (79%) admit to being stressed on the road, the research reveals that driver stress levels decrease with age, as Gen Y is twice as likely to become very stressed behind the wheel as Baby Boomers .

The survey compiled by Galaxy Research*, uncovered that Gen Y is the most likely to get lost on the road with one in three (32%) admitting to having a poor sense of direction. Gen Y is also three times more likely to make erratic decisions when stressed on the road with 20% admitting they would impulsively drive down side streets to avoid traffic congestion compared with only 6% of Baby Boomers.

Leading researcher, Mark McCrindle believes the survey results highlight key differences in how young Aussies absorb information and react to their surroundings, compared to their parents and grandparents. “Generation Y, with work, study and hectic social lives, is fast becoming over stimulated as it is the generation most bombarded by external influences. Growing up with the internet and social media as the norm, they are suffering information overload, which could be impacting their ability to take in information. If that is the case it could explain the higher stress they experience when behind the wheel,” McCrindle says.

“The research reveals that arriving late, getting lost and driving on unfamiliar streets are the biggest causes of driver stress,” says Kirk Mitchell, vice president, NAVTEQ Sales. “NAVTEQ believes that these modern-day stress factors are all avoidable through the use of navigation, especially for the younger generation who are traditionally more tech-savvy,” he added.

Taking cues from today’s younger generation and recognising the need for technology to adapt to people rather than the other way around, NAVTEQ has launched NAVTEQ Natural Guidance™, which breaks new ground by providing directions the way a human would—through the use of descriptive reference cues. The technology provides directions the way humans instruct each other, orientating users with distinctive points of interest and landmarks—e.g. ‘turn left after the yellow shop’ or ‘turn right at the traffic lights.’

“NAVTEQ Natural Guidance provides the kind of directions we crave as humans,” Mitchell continues. “It’s an example of how we’re working to establish products that more closely aligns the navigation experience to reality. This technology is a first step toward more natural and ultimately more personalised experiences.”

"Australians have always been early adopters of new technology. However, with technology moving at such rapid speeds, people are becoming increasingly overwhelmed by continuous technological advancements. ‘Humanised technology’ helps break down traditional barriers of adoption, as it helps remove the fear or learning curve often associated with new advancements. As more intuitive technology becomes available, these advancements will integrate more seamlessly into people’s lives,” McCrindle comments.

Note to editors

*The Australian Driver Stress survey was conducted by Galaxy Research during July 2011 and included responses from 1,010 participants from all over Australia aged between18-64. All participants must have driven a car within the last 12 months.

NAVTEQ is the leading global provider of location content in the form of maps, traffic and places data that enables navigation, location-based services and mobile advertising around the world. NAVTEQ supplies precise, comprehensive location content to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company was founded in 1985 and has approximately 5,600 employees located in 213 offices in 50 countries.


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