Many Mobile Users Don't Use Location Services

Location data is extremely valuable for mobile marketers -- but half the battle seems to be convincing users that it’s OK to share their data.

One would assume that consumers are becoming more comfortable with location services, but according to a study commissioned by mobile location network Skyhook Wireless, that is not the case.

Conducted by Research Now, it surveyed 1,000 mobile app users between July 9 and July 15.

The study found that eighty-three percent of app users surveyed said location is crucial to their app experience, but significant percentages of weather (47%) and navigation (30%) app users have not turned their location services on.

Social networking (38%), photo (18%) and video (16%) apps had similarly low location service adoption.

“Ultimately, it’s all about the payoff to consumers,” stated Jim Crowley, Skyhook CEO. “Users need to be informed about the ways in which location services add meaningful value to their app experience wherever they are."

User concerns like privacy, battery life, avoiding ads and not seeing the relevance of location services were all cited as reasons to turn location off on phones.

It’s not all bad news, however. While consumers want specific quid pro quo for giving up their location data like personalized ads, accurate location read, as well as relevant app content and offers/coupons, the bar doesn’t seem to be extremely high with regards to consumer expectation.

Only 3% of users said they would delete an app that provided inaccurate location data.

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