NokiaNokia reveals the results of a global study into how people find their way around

Dubai, 26 November 2008 - People from the UAE are the most disorientated in the world when they get lost according to new research commissioned by NokiaNokia, the world's leading supplier of map-enabled devices, on people's sense of direction and navigational habits around the world, including the UAE. The findings are part of a global study, one of the largest navigation studies to date, where 12,500 people in 13 countries in the world were quizzed about their sense of direction and navigational habits.

In the UAE, 97% of respondents admitted to getting lost at some point along a journey, and over a third (36%) blame their lack of direction on being in a rush. 38% of UAE people surveyed believe that sense of direction is something that can be taught. The UAE is also the most likely nation across the world to use restaurants as a point of reference when guiding lost strangers

Only one in ten (10%) people in the UAE admit to not using a navigation tool when in unfamiliar surroundings, compared to more than 25 percent of people surveyed globally relying on online and mobile navigation tools to find their way around. More specifically, 13 percent of people globally use a mobile phone as their primary navigation tool, from a zero base just a few years ago.

The global research found that one in ten people (ten percent) find it impossible to navigate around London, followed closely by Paris (nine percent), Bangkok (five percent), Hong Kong (five percent) and Beijing (four percent), making up the top five 'lost cities' on the planet.

The country with the world's best sense of direction is Germany, where a third of people claim to have never lost their way. Unsurprisingly, it is also the country with the highest reliance on satellite navigation. One in ten women admits to not being able to read a traditional map, twice the number of men. This suggests that the end of the traditional map and compass is fast approaching with map reading skills across the world generally considered poor.

One in five people believe a sense of direction is genetic and those that have a bad sense of direction are simply born that way. However having a good sense of direction seems rare and despite huge advances in online maps and mobile navigation, almost everyone surveyed (93 percent) still get lost regularly, with the average person wasting 13 minutes each time they do. This has big implications for some, with one in ten missing a job interview, an important business meeting or flight because they lost their way.

"More people are becoming comfortable with using navigation tools on their phones and in their cars, and are seeing direct benefits from using these devices in their everyday lives," says Mohamed El-Sheakh, Business Manager, Services and Software, Nokia Middle EastNokia Middle East and Africa. "People can customize the navigation features in their phones according to the routes they take, and updating information is quicker and easier than with traditional maps. You can even set your navigation enabled mobile phone to avoid traffic jams and roadworks, which cause many people to go off course."

When approached by strangers asking for directions, many people use iconic landmarks such as statues, churches and bridges as recognizable 'breadcrumbs' to a destination. However, people in the UAE prefer to use restaurants to signpost directions to others. In another reflection of city culture and make-up, the Chinese typically use skyscrapers to give directions.

"With cities growing so rapidly and new roads and buildings being built all the time, people are relying more on mobile navigation tools that are always with them. The development of turn by turn pedestrian navigation is a technology that should be embraced, as it helps people reach their destination easily," continues El-Sheakh.

NokiaNokia's Maps solution, which combines the latest services with devices like the Nokia 6210 Navigator, are perfect for staying on track. People can reach their destination more effectively with turn-by-turn pedestrian navigation, high-sensitivity GPS and a combined integrated compass. NokiaNokia's Maps are the perfect travel companions at home or abroad.

Regional highlights in the UAE

Abu Dhabi: Preferring personal interaction, nearly a third (29%) of Abu Dhabi residents ask for directions en-route.

Dubai: Dubai is the most confusing city in the UAE, with a quarter (24%) of residents admitting to losing their way when they are in their home town. It might be the financial capital but nearly one in five (17%) business executives miss a meeting because they got lost.

Sharjah: 5% of Sharjah residents admit finding it amusing to give lost strangers the wrong directions.

Ajman: One in ten (10%) Ajman residents choose skyscrapers as a point of reference to direct lost strangers. Over half (55%) of Ajam residents believe a sense of direction comes with experience.

Ras Al Khaimah: A third (33%) of Ras Al Khaimah residents use a mobile sat-nav or digital mapping to find their way, the highest in the UAE. Therefore, over a third (38%) of Ras Al Khaimah and Fujairah residents take less than five minutes to get back on track when lost, the fastest in the UAE. Although, over a quarter (26%) of Ras Al Khaimah residents refuse to ask for directions from strangers when lost.

Fujairah: Fujairah is the most organized city in the UAE, with over a half (55%) of residents meticulously planning their route before heading out. Fujairah residents are the most likely in the UAE to rely on paper maps to get from A to B (25%).

Umm Al Quwain: Residents in Umm Al Quwain are the best navigators in the UAE, with over a third (39%) claiming to have never been lost. Over a third (34%) of residents in Umm Al Quwain miss a wedding because they got lost on the way. Nearly half (42%) of all shopaholic residents in Umm Al Quwain use shops to signpost directions to others.

Research conducted by ICM among 12,500 people in 13 countries during the period of 1 - 23 October 2008. Countries where research was conducted: UK, France, Spain, Germany, Italy, Australia, Brazil, China, UAE, Russia, Singapore, India, South Africa.

-Ends-

About Nokia
NokiaNokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. We make a wide range of mobile devices with services and software that enable people to experience music, navigation, video, television, imaging, games, business mobility and more. Developing and growing our offering of consumer Internet services, as well as our enterprise solutions and software, is a key area of focus. We also provide equipment, solutions and services for communications networks through the NokiaNokia Siemens Networks.

Media contacts:
Tala Toukan, Nokia Middle EastNokia Middle East and North Africa
Tel: +971 4 369 7600
Email: Tala.Toukan@nokia.com
www.nokia.com

Florence Cleanis, Consultant for NokiaNokia,
Impact Porter Novelli
Tel. : +9714 330 4030 Ext. : 406
Email : f.cleanis@ipn.ae

© Press Release 2008

 

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