Horizon Media, Snapchat, and eye square Reveal New Research Showing How Maps Are Evolving from Navigation Tools to Discovery Platforms

"Maps as Social Utility" Study Finds Consumers Increasingly Use Maps to Browse, Discover and Decide Where to Go, Creating New Opportunities for Brands to Connect Discovery to Real-World Action

NEW YORK, Oct. 15, 2026 /PRNewswire/ -- For decades, maps have helped people get from Point A to Point B. Today, they are increasingly becoming places to discover what comes next.

New research from Horizon Media, Snapchat, and eye square reveals that consumers are using maps not only to navigate, but also to explore new places, connect with friends and discover what to do, often before they have a specific destination in mind. The findings, from research fielded among U.S. map users between April and August 2026, are detailed in the new Maps as Social Utility report.

The research shows that 64% of consumers use maps to actively explore new areas, rivaling the share who use maps for driving directions, while 70% enjoy browsing maps even when they have no specific destination in mind. The findings point to a broader shift in consumer behavior: Discovery is becoming an integral part of the map journey, creating new opportunities for brands to engage consumers earlier in the path to purchase.

"Utility is what earns the welcome, but utility alone isn't the whole opportunity," said Laura Sammartino, SVP, Future of Consumer & Culture, Horizon Media. "A brand can use a map to solve an immediate need, but the best experiences give people a reason to understand what the brand stands for, experience it for themselves and share it with others. In a world where more decisions are being mediated by technology, those moments of human discovery become even more valuable."

The study, conducted by eye square and commissioned by Horizon Media and Snapchat, examined how more than 17,000 global map users ages 13–44 interact with mapping platforms, including Google Maps, Apple Maps and Snap Map. The research incorporated quantitative analysis, in-context testing and post-exposure testing to understand both everyday map behaviors and the impact of sponsored map experiences.

The research identified distinct consumer mindsets across map platforms. While Google Maps is strongly associated with route optimization and Apple Maps with confidence and independence while traveling, Snap Map is more closely associated with human connection, exploration, and deciding where to go.

On Snap Map specifically:

• 68% open Snap Map with no predetermined destination.
• 76% use Snap Map to see where friends are located.
• 29% prefer Snap Map over traditional maps for browsing local businesses, restaurants and events.
• Consumers are 2.9x more likely to discover a favorite place on Snapchat than on other platforms.

This discovery mindset also creates an opportunity for brands. The study found that 71% of consumers are open to visiting a physical location after seeing it featured as a sponsored pin, with restaurants, retail and entertainment among the leading categories.

"Snap Map has evolved far beyond a navigation tool with Snapchatters opening it over 40 billion times in Q1 last year," said Abby Laursen, VP of Product Marketing, Snap Inc. "In fact, more than 450 million people use it every month to connect with friends, see what they're up to, and discover where to go next. By bringing social connection, local discovery, and navigation into one experience, Snap Map turns a spark of curiosity into a real-world plan. For brands, that creates a powerful opportunity to show up where these decisions happen and turn a destination into a shared experience."

The research also tested the effectiveness of Snapchat's Promoted Places against sponsored pins on utility maps. Promoted Places were found to be more noticeable and visually appealing, while also driving stronger outcomes across the purchase funnel, including awareness, consideration, preference and action.

The research found that Promoted Places drove measurable brand impact 14–25 days after exposure, including increases in store visits, social following and word-of-mouth behaviors.

A case study with Tropical Smoothie Cafe further demonstrates how brands can connect discovery to measurable action. Using Promoted Places, Tropical Smoothie Cafe put a seasonal offer in front of Snapchatters exploring nearby places, connecting product discovery with real-world action with a 45.2% incremental visitation lift¹.

"Consumers aren't always starting with a destination in mind. Sometimes they're just exploring what's around them, or looking for something to do," said Maya Steeves, VP, Media, Partnerships & Field Marketing, Tropical Smoothie Cafe. "Snap Map creates an opportunity for someone to discover a place and actually decide to visit it in the same moment."

The research outlines four opportunities for brands navigating the evolution of maps:

• Engineer Serendipity: Don't just buy search. Optimize for discovery.
• Build Social Proof: Turn saves, shares and check-ins into signals that fuel further discovery.
• Make Utility the Creative: Replace ad copy with something useful, local and actionable.
• Bridge Discovery to Doorstep: Turn browsing into action with timely experiences that make going easy.

"The biggest mistake brands can make is treating a map pin like a digital billboard," added Sammartino. "In a discovery mindset, the pin has to earn attention by giving people a reason to engage, something useful to do, and ultimately a reason to choose the brand. The goal isn't simply to get someone through the door. It's to turn discovery into action, action into experience, and experience into something people want to share and return to."

Read the full Maps as Social Utility report

Read the Tropical Smoothie Cafe case study

About Horizon Media
Horizon Media is the largest independent media agency globally, delivering data-driven business outcomes for some of the world's most innovative and ambitious brands. Founded in 1989 and headquartered in New York, with offices in Los Angeles and Toronto, Horizon Media employs more than 2,400 people and manages over $8.5 billion in annual media investments. Guided by its belief that business is personal, Horizon Media is consistently recognized for client excellence, workplace culture, and its commitment to diversity, equity, inclusion, and employee well-being. Learn more: https://www.horizonmedia.com/

About eye square
Eye Square is an international research company founded in Berlin and a pioneer in the field of Human Experience Research. eye square focuses on Brand & Media, Shopper and User Experience Research.

With innovative, in-house developed technologies and as a leading provider of InContext research environments, Eye Square enables unique insights into perception, emotion and cognition (Systems 0, 1 and 2) – and has been recognized as a leading technology driver in the market research industry with over 20 international awards.

More than 300 global clients from various industries trust in the scientific and technological expertise of Eye Square and benefit from precise, practical insights to optimize their products, brands and services.

Sources:
Source: 2026 Maps as Social Utility Research by Eye Square commissioned Horizon & Snap Inc., GLOBAL data             
¹InMarket Data 2026

SOURCE Horizon Media