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Half use mobile for location based services

Half use mobiles for location based services, with 45% using it for socially driven reasons.

Many using mobiles for location services

It was found in the study by Kinetic Worldwide that the now disbanded Facebook places was the most recognised location based service, at 67%, followed by Google’s Latitude at 39%, Twitter Places at 24% and Foursquare at 23%.

Nick Mawditt, global director of insight and marketing at Kinetic Worldwide, said: “Far from being a static home-based form of communications, social media will increasingly influence choices and behaviour in out of home environments.”

The survey of 500 adults in the UK found that 44% said they would access promotional offers via mobile, with 20% of respondents expressed relevant advertising as “acceptable”, reaching 50% among 35-44 year olds.

Staff Writer

The Drum is all about modern marketing and media. In addition this website and The Drum magazine, the company is also responsible for the Recommended Agency Register - which aims to match the right agencies with the rights clients - and MiNetwork, an organisation which aims to make independently minded agencies more successful.

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