Consumers Favor Location Based Mobile Services

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Forty-two percent of parents with children under age 13 are willing to pay for services that allow them to track their child’s location and 26 percent of cell phone owners between the ages of 18 to 24 want mobile social networking applications based on their friend’s locations according to a new report from JupiterResearch "Location-Based Services: Where Are You?"

In comparison, the use of mobile applications to help navigate remains low, only three percent of cell phone users say they routinely use maps or turn-by turn directions in their travels.

"Regardless of the fact that a small number of children under the age of 13 actually have mobile phones, the number of parents who are willing to pay for tracking services is significant," explained Julie Ask, Vice President and Research Director at JupiterResearch.

"It provides a prime opportunity for mobile service providers to perfect the service, prompting parents to add their children to existing plans."

The report found over time people are becoming more aware of and interested in more advanced mobile services. The report recommends carriers should support this trend with continuing education so they can seize the opportunity to sell the services to a growing number of consumers.

"There is a clear opportunity for carriers to take advantage of their unique access to user location information as the basis for new services and revenue streams," said David Schatsky, President of JupiterResearch.

"Consumer behavior suggests that they will go where they can find the best and most complete service. Carriers should evolve beyond what they have traditionally had to offer and create the scenario where they are viewed as a one-stop shop."

Consumers Favor Location Based Mobile Services
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  • Jason Smith

    There are other LBS sites it seems such as http://www.mobilelocators.com

    This site seems to target business, but I suppose as equally be used by parents to track their children.

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