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Location-based services set to boom

24 April 2012
Location-based services set to boom
One in five mobile users find mobile advertising interesting if it offers them a deal near to their current location, according to TNS’ annual Mobile Life study.

The study shows that location-based services is the feature set to grow the most with 62% of consumers not already using them expressing a desire to start.

The use of GPS and maps is the most popular motivation with 46% of users saying it was these functions that attracted them to location-based services. Social network applications allowing ‘checking in’ are also popular with 13% attracted by this and 22% found the services useful to find nearby friends.

More than a quarter (26%) of location-based service adopters use the technology to find restaurants or entertainment venues and 19% use them to check public transport schedules. Eight percent use them to book taxis.

“We are really starting to see location based services come of age. People are realising that sharing their location often offers some kind of reward in terms of a discount or deal,” says TNS global head of digital and technology practice James Fergusson.  “It is the combination of time and context – directing people towards a deal when they can easily redeem it – that unlocks a powerful tool for marketers to develop precise targeting approaches.”

The Mobile Life study explores mobile use among 48,000 people across 58 countries.

David Hing, London

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