New Report Identifies Consumer Trends in Location-Based Mobile Services

Share Article

White Horse Digital Futures Group’s recent survey of 427 US smartphone users, defines immediate mobile marketing opportunities with location-based services to test participation incentives, increase social integration, and actively overcome privacy concerns to drive participation.

White Horse urges marketers to refine their mobile geolocation strategies now as location-based services near the tipping point of consumer adoption

A survey report released by digital marketing agency White Horse urges marketers to refine their mobile geolocation strategies now as location-based services near the tipping point of consumer adoption. The report, based on the White Horse Digital Futures Group’s recent survey of 427 US smartphone users, defines immediate opportunities to test participation incentives, increase social integration, and actively overcome privacy concerns to drive participation.

“Lost in Geolocation: Why Consumers Haven’t Bought It, and How Marketers Can Fix It,” available for free download on White Horse website, shares key findings and detailed recommendations for marketers to improve mobile engagement with location-based services, including Facebook Places, Foursquare and Gowalla.

The report reveals that more than 60% of smartphone users still aren’t using location-based services, and marketers and location-based service providers have more work to do in establishing the value of the services to the uninitiated. The report also revealed strong correlation between location-based service usage and heavy social network usage, suggesting the need for brands to strongly integrate their social and mobile strategies to take advantage of early adopter behavior.

The full report is available at the White Horse Resource Center: http://www.whitehorse.com/resources

This report is 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 experiences.

About White Horse     
White Horse is a 31-year-old digital marketing agency relentlessly committed to delivering the optimal consumer experience across all digital channels. White Horse services include digital strategy, Web development, digital marketing, technical engineering, social media, mobile, and audio/video production. View the White Horse portfolio.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Ami Martin
Visit website