#USA #New York #Horizon Media #Snapchat #eye square

The Evolution of Maps: From Navigation to Discovery

In a groundbreaking study conducted by Horizon Media, Snapchat, and eye square, maps are highlighted not only as tools for navigation but as burgeoning platforms for exploration and discovery. The Maps as Social Utility report, based on insights gathered from over 17,000 map users across the United States, reveals a significant shift in how people are interacting with mapping services.

Traditionally, maps were primarily used to guide individuals from one point to another. However, the latest findings illustrate that this functionality is evolving. Approximately 64% of users now engage with maps to actively explore their surroundings, with 70% admitting to browsing maps without having a specific destination in mind. This evolution signals a broader trend in consumer behavior where discovery has become central in how individuals relate to their environments.

Laura Sammartino, Senior Vice President of Future of Consumer Culture at Horizon Media, articulates that “utility earns a welcome, but utility alone isn’t the whole opportunity.” Brands are now finding new routes to connect with consumers by integrating their presence into the map exploration journey, enhancing both visibility and engagement. The research emphasizes the importance of understanding what brands stand for and encourages experiences that users can share with their networks.

Mapping User Behavior

The findings of the research delineate distinct behaviors associated with various mapping platforms. Google Maps is primarily seen as a tool for route optimization, while Apple Maps fosters a sense of confidence and control among travelers. Conversely, Snap Map emerges as a platform focused on social interaction and exploration.

• - 68% of Snap Map users open the app without any pre-planned destination.
• - 76% check Snap Map to connect with their friends.
• - 29% prefer Snap Map over traditional maps for discovering local businesses and events.
• - Users are 2.9 times more likely to uncover a favorite place through Snapchat compared to other mapping services.

These statistics demonstrate how consumers are leveraging Snap Map as a means of discovery, opening up exciting opportunities for brands within the local context.

Opportunities for Brands

The research provides actionable insights into how brands can leverage this evolving consumer behavior. Notably, 71% of respondents indicated they would consider visiting a location after noticing it as a sponsored pin on a map, highlighting the potential for businesses in categories such as retail, restaurants, and entertainment.