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TOMTOM : Children Become Bored on Family Road Trips Within 27 Minutes According to TomTom Study

05/11/2012 | 08:05am EST

TomTom reveals the "Are we there yet?" reality of summer road trips

As Americans gear up for summer vacation, TomTom today shared survey results that reveal the road trip realities of 5,000 moms from around the world. An independent global study conducted by the research company Ipsos MORI in March 2012 and commissioned by TomTom found that it takes on average just 27 minutes for children to get bored on long car journeys. Of those countries surveyed, children in Australia get bored the quickest at 23 minutes while American children display a bit more patience, with boredom kicking in at 30 minutes. Children from New Zealand appear to be the most patient, and will tolerate up to 34 minutes before their patience wanes.

While 60 percent of moms said that "being together as a family" is the best part of a family trip, they admitted it can be stressful. Forty-one percent reported that being in the car with their children is more stressful than being in the office, and 36 percent said they are likely to argue with their partner during the journey.

"While we can't stop children from getting bored, we can make sure family journeys are the best they can be," say Corinne Vigreux, managing director of TomTom's Consumer Business Unit. "From avoiding endless hours spent in traffic jams, to finding the best places to stop en route, TomTom is an ideal travel companion for a family road trip."

The study suggests that the average road trip lasts approximately five hours. With so much time spent in the car, moms have become resourceful at keeping their children entertained. For instance, 74 percent make up games, 52 percent offer treats and rewards, and 24 percent admitted that they will lie about the estimated time of arrival to make the journey seem shorter.

TomTom aims to make family journeys better by reducing the time spend in traffic and by offering driver-friendly content and services to help families make the most of their time together. TomTom HD Traffic helps drivers reach their destination faster, and TomTom's LIVE services and travel apps, available on the GO LIVE 1535M and GO LIVE 2535M devices, help families find and navigate to recommended places such as restaurants and play areas along the way.

About TomTom

Founded in 1991, TomTom (AEX:TOM2) is the world's leading supplier of in-car location and navigation products and services focused on providing all drivers with the world's best navigation experience. Headquartered in Amsterdam, TomTom has 3,500 employees and sells its products in over 40 countries.

Our products include portable navigation devices, in-dash infotainment systems, fleet management solutions, maps and real-time services, including the award winning TomTom HD Traffic.

For the world's most up-to-date route planner, including live traffic information, go to www.tomtom.com/livetraffic.

For further information, please visit www.tomtom.com.

Notes to Editor

The research identified the following average times it takes for children, aged 2-8 years old, to get bored on a car trip lasting up to five hours **:

Australia   23 minutes
UK 24 minutes
Spain 25 minutes
Italy 26 minutes
Netherlands 27 minutes
US 30 minutes
France 30 minutes
Germany 31 minutes
New Zealand 34 minutes

*The survey was commissioned by TomTom and conducted by the research company Ipsos MORI from March 1-19, 2012 in the U.S., U.K., Australia, Germany, the Netherlands, France, Italy and Spain. A total of 4,113 women were surveyed with children ranging in age from 2 to 8 years old. An additional survey was carried out in New Zealand by HorizonResearch.

** These statistics were calculated based on feedback from over 2,600 moms with children aged 2 to 8 years old and based on journeys over 30 minutes in length, where children had no form of amusement such as a DVD player in the car. This sample was chosen out of the total interviewed women.

TomTom, Inc.
Lea Armstrong, 978-405-1840

© Business Wire 2012
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