December 2013 data from Experian Marketing Services shows a combined 53% of US smartphone owners using either the Google Maps app (40.4%) or its mobile website (12.6%) in the prior 30 days. Apple’s Maps app was the next closest at 26.6%.
User data points up the opportunity for consumer engagement via mobile maps. A January 2014 InMobi survey of US mobile internet users found that locating an advertiser on a map was respondents’ fourth most common action after seeing an advertisement on a mobile device. Read the rest at eMarketer.