Half use mobile for location based services

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

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

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