Over 60 per cent of consumers in the UK are worried by businesses using location-based technology to determine their whereabouts, even if it would enhance their customer service, according to a new study by the market research firm Ovum. According to the survey, 61 per cent of respondents had concerns about the use of location-based technology in customer service. Commenting on the findings, Ovum analyst Ian Jacobs said, "Although many UK consumers use location-based services such as Foursquare in their daily personal lives, when brands use LBS it is seen in a very different light by consumers." Jacobs maintains that consumers have very little experience of LBS when used for customer service, but highlights the concerns over privacy and how businesses might misuse the location information. Release