Nearly 70% of UK consumers keen on location services for relevant content

Over two-thirds of UK mobile phone owners say they would opt-in to location services to receive relevant content, according to a recent survey. The survey of 5,000 consumers indicates that 69 per cent of those in the UK would be happy to activate location on their handsets, while only 53 per cent of those polled in the US felt happy to enable this feature.

The study, undertaken as part of the Q2 Mobile Audience Insights Report from location-based ad sale house JiWire, also highlighted that those younger than 35 were more likely to share location data, but with its popularity dropping as the age of the user climbed.

The study also claimed that in both countries the potential benefits of location-based services is rising among consumers.

Others highlights include:

  • 33 per cent of UK consumers say sales and promotions would make them visit stores they had never been to before.
  • Customer reviews and sales promotions were the most popular content to receive based upon location.
  • Discount coupons or vouchers prove to be of little interest.

Commenting on the latest Q2 finding, Peter Jones, the joint managing director of JiWire Europe, told New Media Age: "UK consumers rely on their mobile phones for much more than telephone calls.  This survey reveals the importance of daily deals and promotional information when approaching a shop, and highlights the usefulness of accessing stock information, directions and checking customer reviews."

For more:
- see this New Media Age article

Related Articles:
Apple investigated in France over iPhone location data
Ovum: UK consumers remain wary of businesses using LBS
Rumour Mill: Privacy legislation imminent for location services?
O2 UK challenges Orange with new location-based coupon service

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