New Survey Probes Smartphone Users’ Apathy toward Geolocation Services

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Digital marketing agency White Horse will release the results of its proprietary survey on consumer adoption of location-based mobile services at a webinar on March 30th.

There’s a big gap between the low value that consumers attach to location-based services today and the huge potential value that marketers can bring to them with the appropriate strategy.

Digital marketing agency White Horse will release the results of its proprietary survey on consumer adoption of location-based mobile services at a webinar on March 30th. The webinar, "Why People Haven’t Bought Geolocation, and 5 Ways Marketers Can Fix That," will share insights from a survey of 437 smartphone users conducted in February 2011.

The survey examines smartphone user awareness and adoption of location-based services like Foursquare, Gowalla, Google Latitude, and Facebook Places, and it probes the reasons for consumers’ generally weak attraction to these services. The survey makes clear that marketers and app makers have thus far failed to make a compelling case. White Horse found that more than 60% of active smartphone users don’t use location-based services; among those non-users, 70% aren’t aware of the apps or don’t fully understand what they do. Other segments of non-users cite privacy concerns and a lack of interest in adopting new forms of social networking.

The webinar and survey report are the first in a planned series of mobile marketing research reports produced by White Horse’s new Digital Futures Group. Led by a cultural anthropologist, Will Reese, Ph. D., , the Digital Futures Group analyzes consumer behavior in new technology adoption, with an emphasis on mobile. “There’s a big gap between the low value that consumers attach to location-based services today and the huge potential value that marketers can bring to them with the appropriate strategy,” said Reese. “Such strategies arise from insight about people. Our goal is to unearth this insight, so that our clients’ understanding and strategic thinking can shift as quickly as consumer behavior does.”

The full survey report will be released after the webinar; attendees will be the first to receive the free report. To receive the full benefit of the report along with key insights and practical recommendations from Reese and White Horse Director of Emerging Media Jamie Beckland, register for the "Why People Haven’t Bought Geolocation, and 5 Ways Marketers Can Fix That" webinar.

About White Horse
White Horse is a 30-year-old digital marketing agency specializing in the convergence of emerging and traditional media to create immersive Web experiences. White Horse services include digital strategy, Web development, digital marketing, technical engineering, emerging media, and audio/video production. View the White Horse portfolio.

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Ami Martin
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