IAB UK: What consumers are doing, & what they think of location services on mobile

Posted by IAB Australia On May 14, 2012 Research & Resources

With 100m people using Google maps, and 2.5m using foursquare location based services are gaining momentum.

The objectives include:

  • Understand consumer usage of location based services (LBS) on their mobile phones and examine perceptions and barriers towards LBS
  • Examine perceptions and barriers towards LBS
  • Look at what would encourage consumers to use LBS more
  • Understand the potential for LBS as an advertising platform, and what consumers think of it


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.