what consumers are doing, and what they think of location services on mobile for more information...
TRANSCRIPT
WHAT CONSUMERS ARE DOING, AND WHAT THEY THINK OF LOCATION SERVICES ON MOBILE
For more information contact:
Alex Kozloff, Mobile Manager, IAB [email protected]
SUMMARY DECK
Objectives & methodology
• Objectives
→ Understand consumer usage of location based services on their mobile phones
→ Examine the potential for LBS as an advertising platform, and what consumers think of it
• Methodology
→ Partnered with Fly Research
→ Online survey of 821 individuals
→ Fieldwork carried out 10/08-11/08
LBS users the services frequently, and see the value as it gives them more relevant info
Source: Fly Research /IAB Location Research August 2010Base : All that use LBS (290)
Ple
ase
indi
cate
how
ofte
n yo
u us
e ea
ch o
f the
bel
ow m
obile
pho
ne
serv
ices
, whi
ch s
peci
fical
ly u
se y
our
loca
tion
info
rmat
ion.
Social networks
Other mobile sites
Search Applications Maps GPS/Sat nav tools
11%
34% 35% 38% 34%30%
12%
23% 23% 20% 25% 35%
17%
21% 21% 18% 17%17%
22%
15% 14%15%
19% 13%
38%
7% 7% 10%4% 6%
Every day
2-3 times a week
At least once a week
2-3 times a month
Less than once a month
70% agree that LBS gets you more relevant and tailored information“
“
Auto look ups are an easy way to get consumers into LBS
• 67% of LBS users agree they would rather their phone automatically looked up their location rather than having to put it in themselves
• 58% of people who use sites/apps with LBS allow automatic look ups
Source: Fly Research /IAB Location Research August 2010
Consumers find local & targeted offers the most compelling
Now
aday
s co
mpa
nies
oft
en p
ut t
heir
adve
rtis
ing
on m
obile
pho
nes,
for
exa
mpl
e se
ndin
g a
coup
on t
o yo
ur m
obile
pho
ne t
o ge
t 2
for
1 at
the
cin
ema.
It
is o
ften
pos
sibl
e fo
r th
ese
com
pani
es t
o ta
ilor
the
adve
rtis
ing
on y
our
mob
ile p
hone
to
be r
elev
ant
to y
our
loca
tion.
Whi
ch o
f th
e be
low
way
s of
adv
ertis
ing
wou
ld y
ou f
ind
the
mos
t us
eful
/com
pelli
ng?
Source: Fly Research /IAB Location Research August 2010Base : All that use LBS (248)
offers/vouchers that could be
used in the local area49%
offers & info about that stuff you like in the local
area36%
check the price of
product in the local
area30%
nearest place
where can purchase product
27%
directions to the
nearest place
where can purchase product
24%
other informati
on relevant to the local area20%
Which of the below ways of advertising would you find the most useful/compelling?
Summary
• LBS is used frequently - in particular social media
• LBS’ benefits are clear to those who use it, as 70% agree you get
more relevant info
• Using auto look ups is an easy way to get people to use LBS,
(67% prefer it)
• Location based offers (49%) and personalised / targeted info
(36%) are the most popular ways of using LBS for advertising.
The full deck for this project is available to download for IAB members at http://www.iabuk.net/mobile