Chart - Location-Based Advertising Usefulness By Generation

One of the unique offerings of mobile advertising—the ability to deliver highly targeted ads based on location—fails to appeal to many users, especially older ones. While 45% of 13- to 17-year-olds surveyed said they thought location-based ads were more useful than traditional ads, the percentage hovered around one-third for respondents ages 18 to 44 and dropped significantly among those over 45. It’s not surprising that older users might be more cautious about a form of advertising often seen as intrusive or insecure, but a failure to see location-based offerings as useful does not bode well for direct-response mobile advertising. Read the rest at eMarketer.