Group items tagged

"The objective of this study was to assess the response to location-based services (LBS) by three key demographic groups within the United Kingdom. This study took the form of a survey of relevant demographics, attitudes and consumer behaviour undertaken via a web-based survey. Results are based on over 1200 respondents, filtered and segmented into three demographic groups who are typically early adopters of new technology. There were positive attitudes towards a range of LBS, with the major exception being location-based advertising. There were mixed views towards location-based gaming and safety camera information. There were low levels of awareness of many services. The levels of use were typically under 20% for all types of LBS. "

"Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale with geo-targeted media. The market is quite nascent, with only a few million consumers using geo-location apps monthly. Marketers need to know what audiences can be reached with these services, which companies - if any - are ready for prime time, and whether LBSNs align with business objectives. Forrester recommends that bold, male-targeted marketers start testing but that most marketers should wait until they can get a bigger bang for their buck, when adoption rates increase and established players emerge from the fray. "

"Are location-based mobile applications like Foursquare, Loopt and Gowalla just hype? That's the potential, at-a-glance takeaway from a new study released today by Forrester Research. "

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