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Location-Based Services Growth [CHART]


The proportion of smartphone owners who use their device to get directions, recommendations, or other information related to their present location (”location-based information services”) has jumped almost 35% in less than a year, from 55% in May 2011 to 74% in February 2012, according to a May 2012 report from the Pew Internet & American Life Project. During the same period, the proportion using a geosocial service such as Foursquare of Gowalla to check in to locations or share their location has risen 50%, from 12% to 18%. Overall, 75% of smartphone owners are now using at least one of these services.

These increases accompany a rise in overall smartphone ownership, meaning that 41% of US adults now get location-based information, and 10% of all adults use geosocial services. Among cell owners, 46% get location-based information, while 11% use a check-in service. This finding is supported by April 2012 survey results from TNS, which found that 40% of US mobile owners currently use location-based services (40%), while an additional 29% are interested in doing so. Read the rest at Marketing Charts.