I’ve touched on the topic of mobile marketing and location-based services in the past here on this blog, and there’s a reason for that…it’s pretty important these days. If you’re still not a believer, a new report from eMarketer on location-based services gives us some more concrete proof.
According to eMarketer, by 2015, mobile social network usage will more than double (from 38.9% of mobile users in 2010 to 79.1% in 2015) and location-based usage will rise with it. What is driving the change? Well, just look in the direction of Mark Zuckerberg and Facebook.
The introduction of Facebook Places takes the ‘adoption’ element of a new network out of the equation which is a major barrier to entry. Places is allowing users who have no idea what foursquare or gowalla are a way to get into the location-based services game.
Retailers have already started utilizing location-based services to drive in-store purchases, but direct-response is only one element today. With increased adoption, location-based services can be utilized for branding and awareness as well as for some pretty advanced social market research including a deeper understanding of consumer shopping habits.
Visit eMarketer and check out their location-based services report for all the juicy details.
