Up to a third of internet customers potentially lost by not providing adequate online maps and directions

Up to a third of internet customers potentially lost by not providing adequate online maps and directions 67 per cent of the British online population now uses maps on the Internet, according to a new ICM survey in conjunction with ViaMichelin UK. However, in the business sphere, it seems that many companies are not providing sufficient address information, or maps and directions to their nearest outlet online and as a result, could lose a third of potential customers on the internet. 84 per cent of all internet users believe it is 'useful, essential or important' for businesses to provide online maps to find the nearest or most convenient outlet. According to the survey, if a potential customer cannot find a map or directions they require when searching for a retail outlet or business, 20 per cent will go to a competitor's site and 11 per cent will give up altogether. The importance placed by consumers on being able to access clear directions and maps is shown by the length of time individuals are prepared to search for the location of a business. Nearly half, 44 per cent, of all respondents would give up looking for a business, service or retail outlet if they had not found it within 10 minutes and only 12 per cent of all respondents would spend longer than 30 minutes searching. With a high percentage of internet users below 35 years old (internet penetration 43 per cent higher than average) and the internet being a very popular medium to find products, services or business locations, the importance of providing clear online maps and directions for long term business success has never been so clear. Dan Gower, UK Business Services sales manager for ViaMichelin said: "With a staggering 97 per cent of internet users consulting the net to find addresses of organisations, never has the provision of clear on- line maps and directions been so essential for commercial and marketing success". He continued "Through the integration of maps into a business' web site, one of the easiest ways of losing customers is also one of the easiest to rectify". This research was conducted by ICM on behalf of ViaMichelin UK, a subsidiary company of the Michelin Group, renowned mapping and travel experts. ViaMichelin provides digital travel services for British and pan-European road users. ViaMichelin provides Business Services, internet mapping solutions for businesses which are integrated into a company's web-site to help customers find the nearest or most convenient outlet. - ENDS - Notes to Editors ICM Research ICM Research interviewed a random selection of 1006 adults aged 18+ years old by telephone between 8-10 February 2002. Interviews were conducted across the country and the results have been weighted to the profile of all adults. For more information on this survey contact Natalie Orringe at Rowland Communications 0207 462 7934. ViaMichelin ViaMichelin is a wholly owned subsidiary of the Michelin Group. ViaMichelin designs, develops and markets digital travel products and services for European road users. Drawing upon Michelin's centennial expertise in the travel world, this new activity, launched this year, is intended for leisure and business users alike. ViaMichelin provides a full range of services (maps, route plans, hotels, restaurants, traffic information, tourist information) which can be accessed on a variety of media: Internet (www.ViaMichelin.co.uk), mobile phones, PCs (with CD- ROMs), on-board navigation systems and personal digital assistants. For more information on ViaMichelin: Rebecca Irani: Tel: 020 7661 9398 rirani@viamichelin.com Natalie Orringe: Tel: 020 7462 7934 natalie.orringe@rowlandcomms.co.uk Edward Funnell: Tel: 020 7462 7923 edward.funnell@rowlandcomms.co.uk Rowland Communications, 83-89 Whitfield Street, London W1A 4XA ------------------------------------------------------------ This information was brought to you by Waymaker http://www.waymaker.net The following files are available for download: http://www.waymaker.net/bitonline/2002/03/05/20020305BIT01090/wkr0001.doc http://www.waymaker.net/bitonline/2002/03/05/20020305BIT01090/wkr0002.pdf