EMarketer: Mobile lbs marketing, social factors can not be ignored

LBS is exciting for marketers, because lbs can increase the opportunities for local businesses to create opportunities for users to meet with the brand, while internet companies make the sign-in application a game, but ordinary users still don't find the real reason for them to sign in.

Even in market perceptions, smartphone users still have a low awareness of LBS applications. According to the digital marketing agent White Horse2011 February, fewer than 56% of US smartphone users over 14 years old know mobile lbs apps, with only 39%.

Facebook's move into the LBS market has greatly enhanced the market's perception of lbs, where early market entrants Foursquare and Gowalla have been overtaken by Facebook, where Facebook places accounts for 42% of its market share. And Foursquare and Google latitude are 25% and 27%, respectively.

According to the survey, the benefits and discounts that marketers use to attract user attendance are not necessarily attractive. Most smartphone users believe that social networking is the first reason they use lbs apps. Among users familiar with LBS applications, 41% of people think that people they know or may meet are the most important, followed by discovering where their friends love to Go (21%), and occasionally looking at their trajectory (17%), and only 8% think discounts and rewards are the most important, 4% People care about the game elements of attendance.

At the same time, privacy is still the biggest challenge in using applications. According to Nielsen's research, at least 50% of respondents worry about the privacy of using LBS services, and fewer than 13% think it doesn't matter, regardless of whether they are young or young.

It can be seen that marketers to persuade consumers to use LBS application is worthwhile, must work hard to reassure users about privacy, and only coupons are not enough, in lbs application of social elements up and down a bit of effort may be more important.

199IT original compilation, reprint, please specify: 199it Chinese Internet Data Research Information Center