Increase in US consumers using mobile location services
New research has found that nearly one in four US adult consumers uses mobile location services, with usage highest among Apple iPhone owners.
The latest Mobile Consumer Briefing from the Mobile Marketing Association (MMA) and Luth Research surveyed more than 1,000 US adult consumers.
It found that 91% of respondents have a cell phone and that 26% of that group has used a “map, navigation or some other mobile phone service that automatically determines your current location”.
Nearly half of those who noticed any ads while using location-based services took at least some action, indicating that consumers respond well to ads through location-based services.
This was a significantly higher rate than for those who noticed advertisements while sending/receiving text messages (37%) and almost twice the rate of those who saw an ad while browsing website (28%).
The survey also revealed that 10% of the mobile phone owners surveyed use mobile location services at least once a week, with 22% of adults aged 25-34 using location based services.
In February, Juniper Research forecast that global revenues for mobile location based services and location-enabled mobile apps will reach more than $12.7 billion by 2014.