Chuck Frey of Innovation Tools has published the results of his mapping software survey, and fascinating reading it is.
There were two things that stood out. First, a sizeable proportion of the respondents reported that they used their mapping software for less than an hour a day. This is significant because it shows that this is the first survey to really reach out beyond the "power users" circle. There has always been doubt that surveys only attract the kind of people who like to do surveys. I think this figure shows that Chuck has gone beyond that into more representative areas.
Second, and something of a surprise to me, was that although the average increase in productivity as a result of using mapping software can be estimated at around 20% from the results, only 1% of users considered that to be a primary benefit of using mapping software. So we acknowledge that it substantially increases our productivity, but we don't regard that as a much of a benefit! But isn't that the core of many marketing strategies in this field? Or marketing strategies in general? Time to stop and think.
Read Chuck's full survey results here.