46% attracted to location-based services through GPS and map use

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.”

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The Drum is a global media platform and the biggest marketing website in Europe. We produce The Drum magazine, 30 awards and events and manage The Drum Network which aims to make independently minded agencies more successful. We also help brands find the right agencies to work with through the Recommended Agency Register (RAR).

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