The potential impact of Google Maps on mode choices: evidence from a stated preference experiment

Abstract

This paper analyzes the potential influence of digital mapping tools (with Google Maps as the primary example) on mode choice behavior. For the purpose of this study, we use survey data gathered in Vienna (Austria) during 2022. Almost 80% of respondents state that they regularly use Google Maps, and a large majority evaluate Google Maps positively concerning ease of use, trust, or general usefulness. Our analyses reveal that, on average, respondents perceive real-life travel times as somewhat longer than the corresponding Google-Maps-based travel times (by 2%–11%). However, a large degree of heterogeneity is present, which seems to be at least partially driven by respondents’ speed choices. Based on a stated preference experiment, in which respondents were asked to choose between transport modes, assuming that the travel times stated in the experiment either originate from Google Maps (GoogleMaps treatment) or correspond to accurately measured average travel times (Baseline treatment), we can show that the perceived differences between real-life travel times and Google-Maps-based travel times are only considered to a limited extent in the mode choices. More specifically, such deviations are mainly acted upon when individuals expect to be faster than the Google Maps estimate.