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SUMMARY DECK. What consumers are doing, and what they think of location services on mobile . For more information contact: Alex Kozloff, Mobile Manager, IAB [email protected]. Objectives & methodology. Objectives Understand consumer usage of location based services on their mobile phones - PowerPoint PPT Presentation
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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