Of Myths, Maps and Men: New Handmark® Poll Suggests That Men Will Stay Lost Rather Than Ask For Directions

Handmark Pocket Express Mobile 411, Directory Search and Mapping Capabilities Offer Men and Women Alike the Opportunity to Never Be Late or Lost Again

KANSAS CITY, Mo.--(BUSINESS WIRE)--A new Handmark consumer poll conducted by Harris Interactive^®, surveying adults in the United States, shows that popular stereotypes relating to men, women and their willingness to ask for directions have more than just a grain of truth. For example, while nearly two in three men (65%) have been lost while driving, more than a fifth (21%) admit they’re unwilling to ask for directions when lost. In fact, a staggering 68% of men agreed they would try to find their own way before asking for directions. It’s a statistic that rings true with the opposite sex, as more than half of women (58%) have been in a car with a driver who was unwilling to ask for directions when lost.

“it is both a valuable validation of our Pocket Express service and important market insight and planning tool to help us bring Pocket Express to an even bigger market. People need this service, and we’re more than happy to bring it to them.”

KEY FINDINGS:

-- Men have avoided asking for directions when lost because they:
    -- Enjoy the challenge of finding their own way (33%)
    -- Feel embarrassed about not knowing their own way (23%)
    -- Do not want to lose valuable time (21%)
    -- Do not have the patience (17%)
-- The #1 reason women cited not asking for directions was being
   uncomfortable talking to a stranger (38%)
-- 45% of U.S. adults have been unable to remember directions given to
   them
-- 31% couldn't find a map when they needed one

THE SOLUTION: Handmark Pocket Express

Pocket Express’ mobile mapping service is integrated with 411, offers turn-by-turn driving directions, and reverse mapping. Addresses, maps and directions are dynamically pushed to mobile devices, in full color, in a matter of seconds. Pocket Express can be accessed on popular mobile devices, including the Motorola Q, Palm TREO, Blackberry and MOTO RAZR.

Express Maps delivers detailed street level maps and turn-by-turn directions, within the U.S. and Canada, to wireless handhelds and smartphones. Consumers can quickly and easily map any addresses from a built-in address book or map the address from an Express 411 Directory search.

“While this poll may appear a little tongue in cheek,” said Handmark CMO, Douglas Edwards, “it is both a valuable validation of our Pocket Express service and important market insight and planning tool to help us bring Pocket Express to an even bigger market. People need this service, and we’re more than happy to bring it to them.”

The Handmark Pocket Express Executive Edition provides indispensable information, including news, sports, weather, stock quotes, movie reviews and show times, Oxford reference, 411 directory search and more. Its speed, personalization and intuitive navigation have made it the most popular service of its kind. Visit http://www.pocketexpress.com for more details.

Survey Methodology

This survey was conducted online by Harris Interactive^® within the United States on behalf of Handmark between October 20 and October 24, 2006, among 2,624 adults (aged 18 and over). Figures for region, age within gender, education, household income and race/ethnicity were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

With a pure probability sample of 2,624, one could say with a ninety-five percent probability that the overall results, as well as the results for the sub-sample of adults who have gotten lost (n= 2,093), have a sampling error of +/-3 percentage points. Sampling error for the sub-samples of men (n= 1,160), women (n= 1,464), men who have gotten lost (n= 883), and women who have gotten lost (n= 1,210) is higher and varies. However that does not take other sources of error into account. This online survey is not based on a probability sample and, therefore, no theoretical sampling error can be calculated.

About Harris Interactive

Harris Interactive is the 12^th largest and fastest-growing market research firm in the world. The company provides research-driven insights and strategic advice to help its clients make more confident decisions which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls and for pioneering online market research methods. The company has built what it believes to be the world’s largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its United States, Europe and Asia offices, its wholly owned subsidiary Novatris in France and through a global network of independent market research firms. The service bureau, HISB, provides its market research industry clients with mixed-mode data collection, panel development services, as well as syndicated and tracking research consultation. More information about Harris Interactive may be obtained at www.harrisinteractive.com.

About Handmark

Handmark is a global leader in the development and distribution of mobile content solutions. Pocket Express wireless on-device portal service offers consumer-friendly access to news, reference and infotainment content on mobile phones as well as BlackBerry, Palm Treo, MOTORAZR, motorola Q™ and other Windows Mobile wireless handhelds. The company holds key mobile content distribution patents, including Java-based push technology for wireless devices; has technology and distribution relationships with CNN International, The Associated Press, Oxford University Press, Hasbro, MobiTV, TV Guide, JAMDAT Mobile and Zagat Survey, as well as all major U.S. mobile operators; and dominates the market for mobile software sold through retail channels. Handmark has R&D facilities in Gothenburg, Sweden; Kansas City, Mo.; and Dallas, Texas, with sales offices in Kansas City; San Francisco; Stockholm, Sweden; and London. For more information, visit http://www.handmark.com.

Handmark is a registered trademark, and Pocket Express, tools & toys for a mobile generation, the Handmark logo, and associated trade dress are trademarks, of Handmark, Inc. All rights reserved. MobileVillage® and the Mobile Star Awards™ are trademarks or registered trademarks of MobileVillage / PDA Inc. All other trademarks and/or registered trademarks are the property of their respective owners.