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BizReport : Mobile Marketing : May 21, 2010

Juniper forecasts surge in location-based service use

With more consumers using mobile Internet and mobile devices incorporating GPS receivers becoming more accessible, Juniper Research estimates that over a billion people will be using location-based local search and information services by 2014.

by Helen Leggatt

Within just a few years location-based local search and information will be used by nearly 1.5 billion people, predicts Juniper. The primary drivers of this increased usage are the availability of more sophisticated and user-friendly devices along with more people accessing the mobile Internet, particularly those using mobile social networking.

"The sharing culture of Web 2.0 is increasingly shaping the way many location based services and location enabled apps develop," said report co-author Dr Windsor Holden.

"Social networking application usage has continued to grow at an explosive rate, while mobile driven apps such as Loopt and Brightkite have extended the Web 2.0 concept further with the introduction of geo-tagged content."

While Juniper's study predicts that browser-based services will continue to dominate local search, it also concedes that applications from app stores will hold a large share of the information services market.

Other findings from the Juniper report include:-

- Total revenues from all mobile location-based services are expected to reach $12.7 billion by 2014,

- While advertising will comprise an increasing proportion of total market value, some concerns remain regarding its large-scale viability as a primary revenue stream.

Tags: location-based service, mobile applications, mobile Internet, mobile phone, research

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