Location Based Services Usage & Perceptions Survey.

Location Based Services Usage & Perceptions

SurveyPrepared by Cross-Tab Marketing Services &Telecommunications Research Group forMicrosoft Corporation

Background

This report summarizes location-based services (LBS) research commissioned by Microsoft to understand thoughts and opinions about technologies that allow someone’s location to be shared with other people and organizations

The research was conducted by Cross-Tab Marketing Services

Interviews were conducted online between Dec. 13th and Dec. 22nd, 2010 among 1,500 respondents across US, UK, Germany, Canada, and Japan

Study Markets Data Source Sample Size Fieldwork Dates

US, UK , Germany, Canada, and Japan Online panel

1500 interviews among the general population across US, UK, Germany,

Canada, and Japan markets. Dec 13th – Dec 22nd

2010

Executive Summary

6 in 10 are aware of location-based services (LBS) Higher familiarity increases usage of location-based services (LBS) - 89% who are very familiar use LBS vs. 72% who are somewhat familiar.Awareness is highest in the UK and US. Familiarity is highest in Japan which has had widespread LBS longer than other countries studied.

People who use LBS find them valuable51% report using LBS. 94% said they were either very valuable (41%) or somewhat valuable (53%). Perceived value increases with use.4 in 10 use LBS at least once per week.Mapping applications and Weather Alerts are the most common applications of LBS.

Young Men Lead LBS AdoptionYounger respondents (18-34) and those who spend more per month for their mobile phone service are more likely to be familiar with and use LBS.Men have higher awareness and familiarity than women but overall usage is similar.Men have less concern over the risks of sharing their location information.

Executive Summary

Location-based sharing is not yet widely usedOnly 18% use location-based services to share their location with others. (US 20%, UK 19%, Germany 15%, Canada 21%, Japan 15%)Less than 10% believe this is a useful service regardless of geography. Concerns about privacy run high for location sharing with other people and even higher for sharing with businesses.However, LBS are considered valuable among regular users

People are concerned about privacy and want control52% of respondents expressed strong concern with sharing their location with other people or organizations. Concern is higher for sharing location with organizations than other people. (US 56%, UK 51%, Germany 53%, Canada 55%, Japan 39%)58% of respondents are concerned specifically about controlling the people and organizations that have access to their location. (US 70%, UK 66%, Germany 54%, Canada 59%, Japan 45%)The clear majority are concerned about sharing their location with people or organizations they have not specified (87%), followed by sharing their location without consent (84%), having personal information or identity stolen (84%) and overall loss of privacy (83 %).51% of consumers said that the ability to control how their information is used would make them more comfortable. (US 56%, UK 50%, Germany 55%, Canada 38%, Japan 55%)49% would be more comfortable if they could control with whom the information is being shared.

Executive Summary

“Practical” LBS services are considered most beneficial and the ones consumers are most likely to adopt first

Emergencies, locating children/family and finding directions are by far the most beneficial LBS applications.“Social” LBS will grow more slowly as benefits become evident only after a critical mass of consumers adopt the technology.Those who are more likely to use LBS are less concerned about potential risks (5-10% lower on average). (US X%, UK X%, Ger. X%, Can. X%, Japan X%)Perceptions of benefits increase and concerns about privacy drop after consumers try LBS.

Most consumers state they are unwilling to pay for LBSOn average, more than 70% prefer to use free LBS applications. This preference is highest in Canada (80%) and lowest in the US (66%).Willingness to pay is less than $10 per month. Younger consumers have a higher willingness to pay.

Nearly half (46%) say they’ve taken action based on a mobile ad they have seen

Actions taken include redeeming the coupon offered, or visited the store.Nearly 1 in 5 consumers say they’ve seen a location-based ad. (US 22%, UK 14%, Germany 14%, Canada 18%, Japan 24%)80% consider these types of services very or somewhat valuable.

Executive Summary

Country Comparison Overall US UK Germany Canada Japan

Ranking

Awareness Med 4 1 5 2 2

Familiarity Med 2 4 5 2 1

Usage Med 3 5 4 1 2

Usage Freq. (1x/wk or more) Low 2 3 4 1 4

Usage (shopping & coupons) Med 2 3 4 5 1

Usage (location sharing) Low 2 3 4 1 4

Privacy concerns (location sharing) High 1 2 1 3 3

LBS is valuable (users) High 1 2 4 5 2

Likelihood to use (emergencies) Med 2 5 1 3 4

Benefit of LBS (emergencies) Med 2 4 1 3 5

Seen mobile retail ad Low 2 4 4 3 1

Willingness to pay Low 1 3 4 5 2

Recommendations

Location based services aren't particularly dangerous on their own but you need to think about the layers of information you leave online. As you use more online services, it becomes easier for people to connect the dots on your activities, which could lead to harm.

Pay Close Attention to the settings that use your location Be aware of the location privacy settings on your phone, social networking sites, and the applications you use.

Don't geo-tag photos of your house or your children. In fact, think about disabling geo-tagging until you specifically need it.

Limit who knows your location For many people, social networking sites link everything together. Limit who you add to your social network location services, and choose not to make your location data publicly available or searchable.

Only trusted friends should know your location. If you have contacts you don't fully know or trust, it's time to do a purge.

When using location services, check in thoughtfully Think about your safety if you check in when you’re alone.

Don't “check in” on location based social networking sites from home, or a friends house, or anywhere you might put others at risk.

Make sure you don’t include GPS coordinates in your tweets, blogs or social networking accounts.

For Consumers – How to use location services safely

Recommendations

We believe consumers should always have choice and control over access and use of a device's location.

Application must not override or circumvent a user’s choice to disable location services on the mobile device

Application must provide settings that allow the user to enable and disable applications access to and use of location

If the application publishes or makes available location data obtained from any other service or person, (including ad networks), application must enable a method to obtain opt-in consent

Application must request location and retain and use location data only as necessary to deliver the location-aware features application provides to users

Application must make a privacy policy available to users that informs them about how location data is used and disclosed, and the controls users have over use and sharing of location data

Application must adopt measures to protect against unauthorized access to, use and disclosure of location data

For Developers

78% Of Those Familiar With LBS Have Used It

Q1. Have you heard about technologies that allow you to share information about your location with organizations (service providers, apps providers, retailers, social networking companies etc.) or other people? Q2. How familiar are you with location based services? Q3. Have you ever used services that determine your location to provide you more information about where you are (shopping, restaurants, ATMs, etc.) or where you are going (directions, store locations, traffic, etc.)?

62% Heard of (n=926)

30% Familiar* (n=455)

24% Used*(n=356)

Overall, 1 in 5 have used a LBS service.There is some confusion around what LBS services are.Canada and Japan lead in usage although familiarity is highest in Japan by a wide margin.

LBS Adoption

*Among those who heard of or familiar withNote: 51% report having used LBS regardless of awareness and familiarity. 42% 44% 46% 48% 50% 52% 54% 56% 58% 60%

0%

10%

20%

30%

40%

50%

60%

70%

Canada & Japan report the highest usage

(Size of bubble = aware)

Used

Fam

iliar

78% of those familiar

There is some confusion about LBS • 38% haven’t heard of LBS, yet…

• Among those who haven’t heard of LBS, 19% say they are familiar.

• Among the unfamiliar 77% claim they have used LBS.

Japan

CanadaUKUS

Germany

US Consumers Have The Broadest Adoption Of LBS Brands

Canada (59%) and Japan (57%) report highest usage rates, UK (43%) the lowest. US consumers show the greatest breadth of usage. Canada has the highest usage of Google while Japan is highest on using GPS.

Total

MARKET US UK Germany Canada Japan

Base 272 60 57 46 63 46GPS 57% 65% 42% 54% 52% 76%Google Latitude or Google Places 50% 52% 47% 37% 73% 35%Facebook Places 33% 50% 49% 39% 17% 4%Mobile Search 16% 42% 16% 9% 6% 2%Foursquare 6% 15% 7% - 3% 2%Loopt 3% 10% 2% - 2% -Yowza 3% 7% 4% 2% 2% -Brightkite 3% 5% - 4% 3% -Gowalla 2% 7% - - 2% 2%Zhing 1% 3% 2% - 2% -Other 6% 10% 2% 7% 8% 2%

Total


Base 1500 300 300 300 300 300Yes 51% 50% 43% 47% 59% 57%No 49% 50% 57% 53% 41% 43%

Q3. Have you ever used services that determine your location to provide you more information about where you are?

Q4. For which of the following have you used these services?

Total


Base 771 150 129 142 178 172Everyday 5% 10% 6% 2% 3% 2%Several times a week 16% 25% 17% 17% 7% 16%About once a week 19% 19% 18% 21% 15% 24%About once or twice per month 29% 23% 32% 31% 30% 27%Less than once month 31% 22% 27% 28% 44% 30%Never 1% 1% - 1% 1% 1%

Frequency Of Usage Twice as High In US

35% in the US use LBS at least several times per week which is nearly 2x higher than most other countries surveyed.LBS services are considered most valuable in the US (99%) and least valuable in Canada (88%).

Q5. How often do you use these location based services?

Young Consumers Lead The Adoption Of LBS

•Q1. Have you heard about technologies that allow you to share information about your location with organizations (service providers, apps providers, retailers, social networking companies etc.) or other people? Q2. How familiar are you with location based services? Q3. Have you ever used services that determine your location to provide you more information about where you are (shopping, restaurants, ATMs, etc.) or where you are going (directions, store locations, traffic, etc.)?

Awareness Familiarity Usage0%

10%

20%

30%

40%

50%

60%

70%

80% 76%

56%

70%64%

43%

64%

18-34 group by gender

Men Women18-24 25-34 35-44 45-54 55-64 65-74

0%

10%

20%

30%

40%

50%

60%

70%

80%67% 70%

65%59% 60%

51%

48% 48%44%

40%

28%20%

69%65%

54%49%

40%45%

Awareness, Familiarity & Usage decline with age

AwareFamiliarUsed

Men have higher awareness, familiarity and usage of LBS than women.

Q3. Have you ever used services that determine your location to provide you more information about where you are (shopping, restaurants, ATMs, etc.) or where you are going (directions, store locations, traffic, etc.)?; Q4. For which of the following have you used these services?; Q5. How often do you use these location based services?; Q6. How valuable do you think these types of services are?

LBS Services Are Considered Valuable by Those Who’ve Used Them

Among those who report having used LBS, 94% consider them very or somewhat valuable. The most commonly used applications are GPS (70%) and weather alerts (46%).

51%

49%

Half report using LBS

Yes No

Services used TotalBase 771GPS navigation 70%Weather alerts 46%Traffic updates 38%Restaurant info/reviews 38%Locating the nearest convenience services (gas, coffee shops, etc.) 36%

Shopping/coupons (special offers) 33%Find nearest ATM 26%Get movie show times 22%Local news 20%Social networking 18%Gaming 10%Geo-tagging photos 6%Enhanced 911 5%Locating your children 3%Other 6%

LBS is considered valuable

Value of services

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

41% 53% 5% 1%

Very valuable Somewhat valuable Not very valuable Not valuable at all

94%

Japan & US Have Broadest Usage Of LBS

Total MARKETUS UK Germany Canada Japan

Base 771 150 129 142 178 172GPS navigation 70% 71% 81% 69% 62% 67%Weather alerts 46% 50% 40% 45% 25% 69%Traffic updates 38% 34% 45% 47% 22% 45%Restaurant info/reviews 38% 41% 41% 37% 15% 57%Locating the nearest convenience services (gas, coffee shops, etc.) 36% 37% 30% 28% 43% 39%

Shopping/coupons (special offers) 33% 33% 32% 24% 19% 58%Find nearest ATM 26% 30% 22% 27% 17% 34%Get movie show times 22% 32% 18% 8% 20% 32%Local news 20% 25% 27% 15% 11% 21%Social networking 18% 25% 23% 18% 11% 15%Gaming 10% 13% 9% 3% 6% 17%Geo-tagging photos 6% 7% 6% 6% 6% 2%Enhanced 911 5% 4% 2% 3% 2% 11%Locating your children 3% 5% 3% 1% 1% 5%Other 6% 9% 5% 4% 9% 1%

Q4. For which of the following have you used these services?

Japan has the highest adoption of LBS for shopping and restaurant information.

Total


Base 771 150 129 142 178 172Top 2 Box 94% 99% 97% 92% 88% 97% Very valuable 41% 59% 47% 41% 33% 30% Somewhat valuable 53% 40% 50% 51% 54% 67% Not very valuable 5% 1% 3% 8% 11% 2% Not valuable at all 1% - - - 2% 1%Bottom 2 Box 6% 1% 3% 8% 12% 3%

Q6. How valuable do you think these types of services are?

Q7. Have you ever used services that use location to tell others where you are or to find out where other individuals are?; Q8. Which of these location based services do you use?; Q9. How often do you use these location based services?; Q10. How valuable do you think these types of services are?

LBS To Locate People Has Low Penetration

Most people report not using LBS to disclose their location or to find out more about the location of others. Users of these services use them often and consider them very valuable.

18%82%

Use LBS to locate yourself & others

Yes No

Over 6 in 10 use LBS at least 1x per week Services used TotalBase 771GPS 57%Google Latitude or Google Places 50%Facebook Places 33%Mobile Search 16%Foursquare 6%Loopt 3%Yowza 3%Brightkite 3%Gowalla 2%Zhing 1%Other 6%

Frequency of use

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9% 23% 22% 18% 27% 1%

Everyday Several times a weekAbout once a week About once or twice per monthLess than once month Never

Value of services

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

44% 47% 6% 2%

Very valuable Somewhat valuable Not very valuable Not valuable at all

LBS is considered valuable

64%

91%

Total


Base 272 60 57 46 63 46GPS 57% 65% 42% 54% 52% 76%Google Latitude or Google Places 50% 52% 47% 37% 73% 35%Facebook Places 33% 50% 49% 39% 17% 4%Mobile Search 16% 42% 16% 9% 6% 2%Foursquare 6% 15% 7% - 3% 2%Loopt 3% 10% 2% - 2% -Yowza 3% 7% 4% 2% 2% -Brightkite 3% 5% - 4% 3% -Gowalla 2% 7% - - 2% 2%Zhing 1% 3% 2% - 2% -Other 6% 10% 2% 7% 8% 2%

Total


Base 1500 300 300 300 300 300Yes 18% 20% 19% 15% 21% 15%No 82% 80% 81% 85% 79% 85%

Penetration Is Similar Across Countries Studied

Japan (76%) and US (65%) are the leaders in GPS usage. Google (73%) has the highest usage in Canada.

Q7. Have you ever used services that use location to tell others where you are or to find out where other individuals are?

Q8. Which of these location-based services do you use?

Total


Base 272 60 57 46 63 46Everyday 9% 17% 11% 2% 6% 7%Several times a week 23% 43% 25% 24% 13% 9%About once a week 22% 18% 23% 22% 22% 24%About once or twice per month 18% 8% 19% 26% 25% 9%Less than once month 27% 12% 21% 24% 33% 50%Never 1% 2% 2% 2% - 2%

Total


Base 272 60 57 46 63 46Top 2 Box 92% 98% 82% 93% 95% 89% Very valuable 44% 70% 44% 37% 40% 26% Somewhat valuable 47% 28% 39% 57% 56% 63% Not very valuable 6% - 14% 7% 5% 7% Not valuable at all 2% 2% 4% - - 4%Bottom 2 Box 8% 2% 18% 7% 5% 11%

Frequency of Usage Higher In US

60% in the US use LBS to locate people at least several times per week which is nearly 3x higher than Japan and Canada. LBS services to locate people are considered most valuable in the US (99%) and least valuable in UK (82%).

Q9. How often do you use these location-based services? (e.g., tell others where you are…)

Q10. How valuable do you think these types of services are? (e.g., tell others where you are…)

Consumers Have Strong Concerns About ID Theft & Unauthorized Location Sharing

Q15. How much do the following concern you when sharing your location with other organizations or people? S3. Please select your gender?

Personal information or identity stolen

Location share w/people or orgs I didn't agree to

Location shared without my consent

Security threat

Theft

Loss of privacy

Loss of anonymity

Stalking

Bullying/harassing

Location based profiling

52%

51%

49%

45%

43%

40%

40%

38%

31%

29%

35%

33%

35%

38%

37%

38%

38%

31%

37%

32%

Very or somewhat concerned

Very concerned Somewhat concerned

ID Theft and unauthorized location sharing in any form is highly concerning to 1 in 2 respondents.Men express less concern over the risks of sharing their location information

Very or somewhat concerned Male Female

Location share with people or organizations I didn't agree to 83% 90%

Location shared without my consent 80% 89%

Personal information or identity stolen 80% 88%

Loss of privacy 79% 87%

Theft 75% 85%

Loss of anonymity 72% 83%

Security threat 71% 84%

Stalking 60% 77%

Location based profiling 63% 72%

Bullying/harassing 55% 67%

Location Sharing with Others: Concern is High and Perceived Usefulness is Low

Q16. How useful would it be for you to be able to share your location with other people? Q17. How concerned are you about allowing other people to view your location? Q18. How concerned are you about controlling who has access to your location? Q19. Is the risk of making your location available worth the benefits of making your location available? Q20. How useful would it be for you to be able to share your location with other organizations?

30% 60%0%

50%

100%

Location sharing with other people

Q17. Level of concern

Q16

. Use

fuln

ess

USJapan

UK

Canada

Germany

Concerns about location sharing and who controls that information is highest in the US and lowest in Japan. On average, 92% feel that sharing their location with another others would not be useful.Usefulness of location sharing with others is extremely low across all countries studied.

Total


Base 1500 300 300 300 300 300Top 2 Box 59% 73% 67% 53% 53% 47%

Total


Base 1500 300 300 300 300 300The risk far outweighs the benefit - 1 27% 33% 28% 35% 24% 15%

2 14% 12% 17% 13% 14% 13%3 13% 12% 12% 15% 11% 16%4 24% 20% 26% 16% 25% 31%5 12% 12% 10% 11% 10% 16%6 5% 5% 3% 5% 7% 4%The benefit far outweighs the risk - 7 5% 6% 4% 4% 9% 5%

Q18. Concern about controlling who has access to your location

Q19. The risks outweigh the benefits – sharing w/people

Q16. How useful would it be for you to be able to share your location with other people? Q17. How concerned are you about allowing other people to view your location? Q18. How concerned are you about controlling who has access to your location? Q19. Is the risk of making your location available worth the benefits of making your location available? Q20. How useful would it be for you to be able to share your location with other organizations?

Concerns about location sharing and who controls that information is highest in the US and lowest in Japan. On average, 92% feel that sharing their location with another organization would not be useful.Usefulness of location sharing with others is extremely low across all countries studied.

Total


Base 1500 300 300 300 300 300Top 2 Box 59% 66% 64% 54% 64% 43%

Total


Base 1500 300 300 300 300 300The risk far outweighs the benefit - 1 29% 33% 30% 37% 30% 14%

2 15% 12% 17% 17% 15% 15%3 13% 14% 13% 12% 11% 17%4 22% 19% 24% 18% 19% 30%5 12% 10% 9% 11% 12% 18%6 4% 5% 4% 3% 6% 2%The benefit far outweighs the risk - 7 4% 6% 2% 3% 6% 3%

Q22. Concern about which Orgs have access to your location

Q23. The risks outweigh the benefits – sharing w/organizations

30% 60%0%

50%

100%

Location sharing with organiza-tions

Q21. Level of concern

Q20

. Use

fuln

ess

USJapan

UKCanada

Germany

Location Sharing with Organizations: Concern is High and Perceived Usefulness is Low

0% 25% 50%0%

25%

50%

Utilitarian LBS services have the highest value

Likelihood to use

Bene

ficia

l

Keep track of people

LBS Adoption Focuses On Utilitarian Value

Q24. For each of the following statements, please indicate how likely you would be to use location based services in each of these scenarios. Q25. For each of the following statements, please indicate the benefit you would obtain from each situation.

Service Beneficial Likelihood to use

Base 1500 1500Finding people in an emergency 45% 39%

Finding directions based on your location 38% 29%

Keeping track of elderly relatives, children, and family member to make sure they are safe 32% 16%

Finding services (banks, ATMs, gas stations etc.) based on your location 32% n/a

Finding traffic reports based on your location 30% n/a

Finding weather based on your location 27% n/aFinding restaurants/entertainment based on your location 25% n/a

Finding offers/coupons based on your location 19% 10%

Coordinating family activities 12% 12%Discovering that a friend from out of town is visiting 9% 11%

Coordinating ride sharing or carpooling 9% 10%Finding a coworker who is running late for a meeting 9% 9%

Finding nearby friends for social activities 8% 9%

Using people's locations to coordinate a meeting 8% 11%

Having fun with locations (e.g. games, pranks) 7% 8%

Finding new people with similar interests 7% 8%

Keeping track of where you've been 7% 9%

Recruiting people to participate in activities 6% 7%

Finding people in emergency

Finding directions

Finding offers/coupons

Safety/Utility

E-ComSocial

Utilitarian LBS services are considered most beneficial and the ones consumers are most likely to use.“Social” LBS will grow more slowly as benefits become evident only after a critical mass of consumers adopt the technology for that use.Those who are more likely to use LBS have lower levels of concern about the dangers (5-10% lower on average).

Perceptions of LBS Benefits Increase & Concerns Drop after Using LBS

Q15. How much do the following concern you when sharing your location with other organizations or people? Q25. For each of the following statements, please indicate the benefit you would obtain from each situation.

Perception of the benefits of LBS increase and concerns about LBS drop among those who’ve used them. Finding directions, food, and entertainment have the biggest increase in perceived benefits. The largest drop in concerns are for theft, security threat and bullying/harassing.

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55%

60%

65%

70%

75%

80%

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85%82% 82%

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76% 75% 74%

67% 67%

57%

88% 87% 87%85% 84%

81% 82%

71%69%

65%

Leve

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Concern declines after using LBS

Used LBS

Not used LBS

Find

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0%

10%

20%

30%

40%

50%

60%50%50%

36%42%

39%36%35%

25%

16%12%11%11%11%10%10%10%10%9%

40%

25%29%

22%22%18%

14%13%9% 7% 7% 6% 5% 6% 4% 5% 4% 3%

Leve

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enefi

t

Benefit perceptions increase after using LBS

Used LBS

Not used LBS

Total


Base 1500 300 300 300 300 300Top 2 Box 31% 35% 33% 26% 28% 31% Very likely 6% 10% 7% 6% 6% 2% Somewhat likely 25% 26% 26% 20% 22% 29% Not very likely 39% 33% 34% 39% 32% 57% Not likely at all 30% 32% 33% 35% 40% 12%Bottom 2 Box 69% 65% 67% 74% 72% 69%

Q29. Based on what you know about location based services, how likely are you to actively share your location with other people (friends, family, coworkers, etc.)? Q30. Based on what you know about location based services, how likely are you to actively share your location with other organizations (retailers, other businesses etc.)?

Total


Base 1500 300 300 300 300 300Top 2 Box 22% 24% 21% 17% 15% 34% Very likely 4% 7% 4% 2% 3% 2% Somewhat likely 19% 17% 17% 15% 12% 32% Not very likely 35% 28% 34% 29% 30% 53% Not likely at all 43% 48% 45% 54% 54% 13%Bottom 2 Box 78% 76% 79% 83% 85% 66%

Slightly less than one third report they would likely provide their location to other people. This is highest in the US (35%) and lowest in Germany (26%).

Consumers are less likely to share their location information with organizations. Interest in sharing location information with organizations is highest in Japan (34%) and lowest in Canada (15%).

Consumers Are Less Likely to Share Location With Businesses

Only Use Free Apps0%

10%20%30%40%50%60%70%80%90%

66%72% 73%

80%71%

US UK GermanyCanada Japan

The Majority Say They Are Unwilling To Pay For LBS Services

Q11. How much would you be willing to pay for a location based services application?

$10 US or less is the most popular price point among those willing to pay for LBS services.

Willingness to pay at least…

%

$10 US 27%

Yen 1000 Japan 27%

EUR $10 Germany 25%

£10 UK 23%

$10 Canada 16%

Less than $10 US at current

exchange rates

Prefer using free apps Willingness to pay under $10

Almost 1 in 5 Have Seen Retail Ads Based on Location

Q12. Some retailers will use location information to serve customized ads to potential customers based on their location. Have you ever seen an advertisement for a retail store on your mobile phone or web browser that appeared to be based on your location?; Q13. Have you ever taken action such as redeeming the coupon offered, or entered the store that advertised based on these ads?; Q14. Do you find these location-based ads valuable?

Almost half (46%) have taken an action such as redeeming the coupon offered, or visited the store based on these ads. Canadian respondents are least likely to have done so (36%); US the most likely (55%).80% consider these advertisements to be very or somewhat valuable, with US respondents being more likely than those from any other country to have expressed this view.

18% Seen ads on mobile

(n=271)

8% Taken action

(n=124)

Almost 1 in 5 have seen retail ads on mobile device based on your location

Very valuable;

24%

Somewhat valuable;

56%

Not very valuable; 16%

Not valu-able at all;

4%

80% consider the service very or somewhat valuable

46% who saw ad

Total


Base 271 65 41 41 53 71Yes 46% 55% 41% 44% 36% 48%No 54% 45% 59% 56% 64% 52%

Total


Base 271 65 41 41 53 71Top 2 Box 80% 88% 83% 71% 70% 83% Very valuable 24% 40% 27% 15% 15% 18% Somewhat valuable 56% 48% 56% 56% 55% 65% Not very valuable 16% 8% 15% 24% 23% 15% Not valuable at all 4% 5% 2% 5% 8% 1%Bottom 2 Box 20% 12% 17% 29% 30% 17%

US & Japan Have Highest Penetration for Retail Ads Based on Location

Q13. Have you ever taken action such as redeeming the coupon offered, or entered the store that advertised based on these ads?

Q14. How valuable do you think these types of services are?

Total


Base 1500 300 300 300 300 300Yes 18% 22% 14% 14% 18% 24%No 82% 78% 86% 86% 82% 76%

Q12. Have you ever seen an advertisement for a retail store on your mobile phone or web browser that appeared to be based on your location?

Appendix

Q29. Based on what you know about location based services, how likely are you to actively share your location with other people (friends, family, coworkers, etc.)? S2. Please select your age range; S3. Please select your gender; Q1.Have you heard about technologies that allow you to share information about your location with organizations (service providers, apps providers, retailers, social networking companies etc.) or other people?, For which of the following have you used these services? Q5, How often do you use these location based services? 6. How valuable do you think these types of services are?; How often do you use these location based services?; Q10.. How valuable do you think these types of services are? 16. How useful would it be for you to be able to share your location with other people?

Overall Only 31% are likely to share location

Likely to share location with other people Not likely

About 7 out of 10 respondents are not likely to share information with others

Age & Gender25-34 (39%); 35-44 (38%) & Male (35%)

55-64 (77%); 65-74 (76%) & Female (73%)

Awareness on LBS 37% have heard about LBS 79% have not heard about LBS

LBS used for sharing locationGeo-tagging photos (67%); Social networking (65%) GPS Navigation (60%)

Frequency of using these services Everyday (80%) Less than once a month (77%)

Whether used LBS for sharing location with others

Yes (65%) No (77%)

Whether seen any ad on Mobile phone based on location Yes (53%) No (74%)

Opinion on ad appearing on mobile phone based on location Very valuable (72%) Not very valuable (73%)

Usefulness of sharing location with others 76% consider it to be extremely

useful89% consider it as not at all useful

Those Likely to Share Location with Other People

Q30. Based on what you know about location based services, how likely are you to actively share your location with other organizations (retailers, other businesses etc.)?; S2. Please select your age range; S3. Please select your gender; Q1.Have you heard about technologies that allow you to share information about your location with organizations (service providers, apps providers, retailers, social networking companies etc.) or other people?, For which of the following have you used these services? Q5, How often do you use these location based services? 6. How valuable do you think these types of services are?; How often do you use these location based services?; Q10.. How valuable do you think these types of services are? 16. How useful would it be for you to be able to share your location with other people?

22% are more likely to actively share information with organizations

78% are not likely at all to share their location with orgnaization

55-64 (88%) and 65-74 (87%); Male (75%); Female (81%)

27% have heard about LBS, however, 45% are very familiar

85% did not hear about LBS, and 89% are not familiar with LBS

Gaming (55%) & Geo- tagging across Gaming (55%)

Get movie show times (62%)

Everyday (57%) Less than once a month (85%)

49% respondent have used these services to share information of other companies.

84% have not used these services to find where other individuals are

Very valuable (70%) Not very valuable (84%)

18-24 (67%); Male (25%)

49% respondent have not seen advertisement on Mobile phone based on location

84% have not not seen advertisements on Mobile phone

Likely to share location with other organization Not likely

Overall

Age & Gender

Awareness & Familiarity with LBS

Whether used LBS sharing location with others

LBS used for sharing location

Frequency of using these services

Whether seen any advertisement on Mobile phone based on location

Opinion on advertisements appearing on mobile phone based on location

Those Likely to Share Location with Organization

TotalAge

US UK Germany Canada Japan

Base 1500 300 300 300 300 300

18 - 24 6% 6% 4% 7% 6% 6%

25 - 34 17% 12% 17% 20% 16% 19%

35 - 44 20% 14% 19% 23% 20% 26%

45 - 54 25% 21% 21% 21% 25% 36%

55 - 64 22% 28% 27% 20% 23% 10%

65 - 74 11% 20% 13% 10% 10% 3%

MEAN 46.9 51.0 48.3 45.1 47.0 43.1

TotalMarital Status

US UK Germany Canada Japan

Base 1500 300 300 300 300 300

Married 48% 50% 50% 49% 34% 58%

Single, never been married 25% 25% 20% 19% 26% 34%

Single and living with a

partner14% 7% 13% 19% 27% 2%

Divorced/Separated 11% 13% 13% 10% 11% 6%

Widowed 3% 4% 4% 3% 2% 0%

Majority of respondents are from middle and older age groups (35-64 yrs old) and are married.

Demographics

D4. About how many hours per week do you spend using the Internet for personal use [outside of work use]?; D5. How many hours a week do you spend on social networking sites (e.g., Facebook, Twitter etc.)?

More than 10 hours

4 to 10 hours

Less than 3 hours

Don't use the Internet

70%

25%

5%

0%

79%

17%

4%

0%

72%

23%

5%

0%

63%

30%

7%

0%

59%

36%

5%

0%

75%

22%

4%

0%

Japan Canada Germany UK US Total

N = 1500

Number of hours spent using the internet per week

Less than 3 hours

4 to 10 hours

More than 10 hours

Not a member of social networking site

45%

14%

6%

35%

43%

16%

9%

32%

51%

13%

7%

29%

40%

17%

4%

39%

46%

15%

7%

32%

46%

9%

4%

41%

Japan Canada Germany UK US Total

N = 1500

Overall, 7 in 10 respondents spend more than 10 hours per week using the internet for personal use. Respondents in Canada, however, spend less time on the internet compared to other markets.45% less than 3 hours using social networking sites. Interestingly, just over 4 in 10 respondents in Japan are not a member of social networking sites.

Number of hours spent using social networking sites

Demographics

MEAN = £ 1.9

93%

6% 1%

Less than £55 a month £55 - £100

More than £100 a month

D6. How much do you personally spend on mobile phone services a month? (Note: If you are part of a “family plan” please estimate how much of that is attributed to you personally.)

66%

26% 8%

Less than $75 a month $75 - $125

More than $125 a month

N = 300N = 300 N = 300

MEAN =$2.6 MEAN = EURO 1.5

96%

4%

Less than EURO 75 a monthEURO 75 - EURO 125More than EURO 125 a month

MEAN = $1.4

90%

8% 2%

Less than $75 a month $75 - $125

More than $125 a month

69%

23% 8%

Less than YEN 6000 a monthYEN 6001 - YEN 10000More than YEN 10001 a month

In UK, Germany, and Canada, majority spend less than £55 , less than EURO 75, and less than $75, respectively per month on mobile services.26% of respondents from US spend $75 - $125 and 23% from Japan spend YEN 6001-10,000 on mobile services.Overall, willingness to spend on location-based services is very low (see “mean” for each country below).

MEAN = YEN 132.0

N = 300 N = 300

Mobile Phone Spend, LBS Willingness To Spend

D7. Please specify your annual household income.

21%

36%

20%

10% 12%

Under $25,000 $25,001 to $50,000$50,001 to $75,000 $75,001 to $100,000$100,001 or more N = 300 N = 300 N = 300

N = 300 N = 300

Average Income = $52792.0 Average Income = £31292.1 Average Income = EUR38333.8

Average Income = $49458.7

13%

21%

24%17%

10%

11%

3% 1%

Less than £10,000 £10,001 to £20,000£20,001 to £30,000 £30,001 to £40,000£40,001 to £50,000 £50,001 to £75,000£75,001 to £100,000 Over £100,001

8% 27%

18%

5% 3%

Less than EUR 10,000EUR 10,001 to EUR 25,000EUR 25,001 to EUR 50,000

22%

38%

24%

10%

6%

Under $25,000 $25,001 to $50,000$50,001 to $75,000 $75,001 to $100,000$100,001 or more

4%8%

30%

27%

19%

13%

Less than YEN 100 YEN 101 to YEN 250YEN 251 to YEN 500 YEN 501 to YEN 750YEN 751 to YEN 1000 YEN 1001 or more

Average Income= YEN 589.6

Household Income

Location Based Services Usage & Perceptions Survey.

Documents

Transcript of Location Based Services Usage & Perceptions Survey.