TNS’ annual Mobile Life study has found that the use of GPS and maps attracted 46% into using location-based services, while 13% were attracted by social media ‘checking in’ services.
The study, which looks at mobile use among 48,000 people across 58 countries, also found that 22% find this type of service useful to find nearby friends.
It was found that a fifth of mobile users find mobile advertising interesting if it offers them a deal near to their current location, with 19% using the service to check public transport schedules and 26% to check nearby restaurants or entertainment locations.
James Fergusson, TNS global head of digital and technology practice, told M&M Global: “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.
“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.”