A new survey just published from digital marketing agency White Horse suggests smartphone users are still showing a surprising lack of interest in location-based mobile services.
The report, based on the White Horse Digital Futures Group’s recent survey of 427 US smartphone users, defines immediate opportunities to “test participation incentives, increase social integration, and actively overcome privacy concerns to drive participation,” according to the agency. The report reveals that more than 60% of smartphone users still aren’t using location-based services, and marketers and location-based service providers have more work to do in establishing the value of the services to the uninitiated.
The report also revealed strong correlation between location-based service usage and heavy social network usage, suggesting the need for brands to strongly integrate their social and mobile strategies to take advantage of early adopter behavior. The report, dubbed “Lost in Geolocation: Why Consumers Haven’t Bought It, and How Marketers Can Fix It,” shares key findings and detailed recommendations for marketers to improve mobile engagement with location-based services, including Facebook Places, Foursquare and Gowalla.
You can view/download the survey and report here.