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What consumers are doing, and what they think of location services on mobile 

SUMMARY DECK. What consumers are doing, and what they think of location services on mobile . For more information contact: Alex Kozloff, Mobile Manager, IAB alex@iabuk.net. Objectives & methodology. Objectives Understand consumer usage of location based services on their mobile phones

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What consumers are doing, and what they think of location services on mobile 

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  1. SUMMARY DECK What consumers are doing, and what they think of location services on mobile  For more information contact: Alex Kozloff, Mobile Manager, IAB alex@iabuk.net

  2. Objectives & methodology • Objectives • Understand consumer usage of location based services on their mobile phones • Examine the potential for LBS as an advertising platform, and what consumers think of it • Methodology • Partnered with Fly Research • Online survey of 821 individuals • Fieldwork carried out 10/08-11/08

  3. LBS users the services frequently, and see the value as it gives them more relevant info “ “ 70% agree that LBS gets you more relevant and tailored information Please indicate how often you use each of the below mobile phone services, which specifically use your location information. Source: Fly Research /IAB Location Research August 2010 Base : All that use LBS (290)

  4. Auto look ups are an easy way to get consumers into LBS • 67% ofLBS users agree they would rather their phone automatically looked up their location rather than having to put it in themselves • 58% of people who use sites/apps with LBS allow automatic look ups • Source: Fly Research /IAB Location Research August 2010

  5. Consumers find local & targeted offers the most compelling Which of the below ways of advertising would you find the most useful/compelling? offers/vouchers that could be used in the local area 49% offers & info about that stuff you like in the local area 36% check the price of product in the local area 30% Nowadays companies often put their advertising on mobile phones, for example sending a coupon to your mobile phone to get 2 for 1 at the cinema. It is often possible for these companies to tailor the advertising on your mobile phone to be relevant to your location. Which of the below ways of advertising would you find the most useful/compelling? nearest place where can purchase product 27% directions to the nearest place where can purchase product 24% other information relevant to the local area 20% Source: Fly Research /IAB Location Research August 2010 Base : All that use LBS (248)

  6. Summary • LBS is used frequently - in particular social media • LBS’ benefits are clear to those who use it, as 70% agree you get more relevant info • Using auto look ups is an easy way to get people to use LBS, (67% prefer it) • Location based offers (49%) and personalised / targeted info (36%) are the most popular ways of using LBS for advertising.

  7. The full deck for this project is available to download for IAB members at http://www.iabuk.net/mobile

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