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Consumer Behavior Report

GPS Pricing Trends

V11. 4/07

Overview

Report Highlights

GPS Pricing Comes Down: Pricing for GPS products dropped by 15% year-over-year in February 2007

compared to the same period last year. The average price of GPS products is now at $433.

Different Manufacturers Reflect Wide Price Range: Current actual pricing data reveals the following

average price ranges for all GPS products by manufacturer:

$500 average price range - Garmin

$400 average price range - TomTom, Magellan, and Lowrance

$200 average price range - Mio and ViaMichelin

Garmin Stays Ahead of the Pricing Curve: The GPS market is still considered a niche market. Although

Garmin reaches the high-end consumer offering GPS products in the average price range of $500, 70% of

the most popular GPS products listed are Garmin products.

Downward Trending of Prices May Continue: With the onset of lower priced products introduced by Mio

and viaMichelin, we expect to see increased pricing competition between manufacturers. This will lead to

further downward trending in pricing for GPS products, as more manufacturers realize the benefits of

targeting mainstream consumers at low-end price points.

For additional information on the Consumer Behavior Report data, to schedule phone interviews, or for

journalists who would like to recommend a custom survey for their needs, please contact Trisha Mitra at

trisha@pricegrabber.com.

Consumer Behavior Report

The Consumer Behavior Report tracks behavior of online shoppers and is designed to give merchants,

media and industry analysts insight into current shopping trends, and attitudinal preferences of consumers.

This month’s topic is on GPS pricing trends.

What is the GPS Pricing Trends data?

The GPS Pricing Trends data is sourced from Market Reporter, a statistical database that tracks actual

consumer shopping behavior on PriceGrabber.com. This report examines pricing trends for GPS products.

PriceGrabber.com is a...