Mobile check-ins set to grow globally: TNS

TNS   MARKETING   MARKET RESEARCH 

Regional - Location-based services have been steadily growing, but a new report suggests that the growth is about to explode, particularly in Asia.

The latest Mobile Life study from TNS, which explored the mobile usage of 48,000 people across 58 countries, showed 19% of the world's six billion mobile users are active in the LBS space with 62% saying they will use them in the future.

Nearly 36% of Asia mobile users actively use the location services feature to find restaurants and entertainment venues around them. While majority of mobile users around the world now express a want to share their locations so as to receive better services.

Although navigation with maps and GPS services are the driving forces behind people using LBS, studies indicate that ‘checking-in' features are also growing in popularity through platforms such as Facebook and Foursquare. These platforms showed a near 50% increase from last year.

Also, one in five users have indicated that they use these services when locating friends in areas nearby while nearly a quarter use the technology to find restaurants and entertainment venues.

More than 12% of people surveyed said are avid LBS users while 21% of mobile users said that they find mobile advertising "interesting".

James Fergusson (pictured), global head, digital & technology practice at TNS, said LBS offers marketers an "unprecedented level" of engagement and targeting, however it has to be done in line with how marketing strategies.

"Where brands get it right, we have seen significant rewards in terms of brand engagement, loyalty and sales," he said.

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