Results from an independent consumer survey conducted on behalf of Brainstorm and the Mobile Marketing Association (MMA) reveal that the majority of respondents (74 per cent) are happy to share their location-based data with third parties. However, most (72 per cent) also believe that companies are not taking adequate steps to ensure the responsible use of location data and that further regulation is needed to ensure its responsible usage, with the under 35 age group adopting a more relaxed attitude than the over 35s. The apparently contradictory findings were revealed in a survey of 1,000 mobile phone users conducted by Lightspeed GMI examining the public's attitudes towards the use of location-based services. Release
