62 per cent of mobile users plan to adopt location-based services | Mobile Development | Mobile Entertainment

62 per cent of mobile users plan to adopt location-based services

62 per cent of mobile users plan to adopt location-based services
Zen Terrelonge

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Development / Location / April 26th 2012 at 2:17PM

While one-fifth are already using the tech.

Researcher TNS Global expects location-based services usage to spike in coming months, as almost two-thirds of non-LBS users plan to connect to the platform, building on the 19 per cent that already have.

Unsurprisingly, 46 per cent use the tech for navigation purposes, though 13 per cent use it through social networks such as Foursquare and Facebook, a 50 per cent increase year-on-year.

26 per cent use LBS to find entertainment venues, 22 per cent use it to stalk nearby friends and 19 per cent use it to check transport schedules.

Of all current users, Latin Americans lead for LBS friend finding with 39 per cent, compared to just to just nine per cent in North America.

James Fergusson, global head, digital & technology practice, TNS, said: "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."