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BizReport : Mobile Marketing : April 26, 2012

Mobile Life: 1 in 8 share location via mobile for deals, discounts

Location-based services are tipped as being the biggest growing mobile feature among the world's billions of mobile users, according to a new study from research consultancy TNS, with many using the technology to secure deals and discounts.

by Helen Leggatt

mobile life logo.jpgIn their annual "Mobile Life" study, TNS analyzed the mobile use of 48,000 people across 58 countries. Results reveal that almost a fifth (19%) of the world's six billion mobile users already use location-based services.

Of those mobile users who don't, almost two-thirds (62%) plan to do so in the future, making it the biggest growing mobile feature, found TNS.

So, what is it that makes mobile users want to be "found"? According to TNS's head of digital and technology practice, James Fergusson, mobile users are beginning to realize there are real benefits to sharing their location including rewards such as deals and discounts. One in eight users of location-based services shared their location with a company or brand in exchange for rewards.

Navigation using GPS and maps is currently the most popular reason (46%) for adopting location-based services, found TNS, while 13% are attracted to checking-in through the likes of Facebook or Foursquare - a 50% uplift on 2011.

Just over a quarter (26%) use location-based services to seek out entertainment venues and restaurants while 19% check public transport schedules.

"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," said Fergusson.

Tags: consumer targeting, location-based, m-commerce, mobile marketing, mobile retail, smartphone

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