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GPS capabilities are driving growth in LBS

Mobile Marketing: LBS What Marketers Need to Know About Location Based Services. GPS capabilities are driving growth in LBS. The proportion of GPS-enabled devices in the market grew 17% year-on-year; LBS use grew by 40% Percent of U.S. mobile market. SMARTPHONE. FEATURE PHONE.

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GPS capabilities are driving growth in LBS

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  1. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services GPS capabilities are driving growth in LBS The proportion of GPS-enabled devices in the market grew 17% year-on-year; LBS use grew by 40% Percent of U.S. mobile market SMARTPHONE FEATURE PHONE *Includes weather, maps and any “location aware” type of content as location-based. Three-month average ending September 2010. Country: U.S., N=32,044. Source: comScore MobiLens

  2. SMARTPHONE FEATURE PHONE Mobile Marketing: LBS What Marketers Need to Know About Location Based Services Nielsen: Smartphones will be a majority in the U.S. by Q2 2012 Projected smartphone penetration Based on survey data and projections. Source: Nielsen

  3. FEATURE PHONE OWNERS SMARTPHONE OWNERS Mobile Marketing: LBS What Marketers Need to Know About Location Based Services Smartphones change everything … including LBS usage U.S. mobile media usage penetration – Q3 2010 Source: Nielsen

  4. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services Overall, 82% of mobile phone owners have used their phones in stores Here’s what they do and who does it most Source: Insight Express, Digital Consumer Portrait, September 2010

  5. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services LBS: Funding versus downloads per projected active user Venture capital dollars raised per user as of Jan. 17, 2011. When will LBS scale? Numbers are low now. Source: Ad Age Insights based on company data and press release of the Jan. 3, 2011

  6. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services LBS is still an early adopter activity with greater interest from men Percent of respondents who say “extremely/very important” activity TOTAL MALE FEMALE Base: Extremely/very important. Source: Placecast: The Alert Shopper II, Harris Poll, July 2010*Twitter, Facebook, MySpace ** checking in on Foursquare

  7. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services 4% of the U.S. population uses LBS services Pew Research: LBS activity skews younger, more male, more urban *indicates statistically significant difference. N=3,001 adult internet users ages 18 and older, including 1,000 cell phone interviews. Interviews were conducted in English and Spanish. Margin of error is +/- 3% Source: The Pew Research Center’s Internet and American Life Project, Aug. 9-Sept. 13, 2010 Health Tracking Survey

  8. MALE FEMALE Mobile Marketing: LBS What Marketers Need to Know About Location Based Services The Mars and Venus of Mobile Marketing Woman more interested in groceries, beauty, and fashion: men in electronics. Almost equal interest in restaurants, fast food, travel, health Source: Placecast: The Alert Shopper II, Harris Poll, July 2010

  9. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services The LBS Landscape Institute of Mobile Markets Research chart of LBS companies by category.

  10. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services Is Two Buck Chuck driving Trader Joe’s weekend sales? SuperData Research uses Foursquare check-in data to develop competitive store analysis TRADER JOE’S ON 142 EAST 14 STREET WHOLEFOODS ON UNION SQUARE HYPER-LOCAL MARKET AREA And is followed by strong Sunday for Trader Joe’s Whole Foods excels on Tuesdays, when overall traffic is slow As overall traffic in the area peaks on Saturdays But falls behind during the weekend Source: SuperData Research

  11. Very positive: It made them much more useful/relevant Positive: I like discounts and they were more likely to be appealing Somewhat positive: sometimes made them more useful, sometimes not Neutral: Didn’t make a difference Neutral: I didn’t realize messages were based on my location Negative: It seemed intrusive Mobile Marketing: LBS What Marketers Need to Know About Location Based Services Location can improve relevance 72% viewed location basis as positive due to increased relevance. Q: What do you think about the fact that messages were sent based on location? Source:Placecast: ShopAlerts Pilot Studies February 2010; Base 171

  12. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services Who’s got reach in location related mobile content? Content where consumers enter ZIP codes to get customized information trumps services consumers check intoPercent of mobile audiences that accessed in September 2010 (via apps and WAP) Three-month average ending September 2010. Country: US, N=32,044 Source: comScore Mobilens

  13. Mobile Marketing: LBS What Marketers Need to Know About Location Based Services Reach of LBS apps Percent of mobile audience that accessed location-based services in September 2010 through applications Three-month average ending September 2010 Country: US, N=32,044. Source: comScore MobiLens

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