A new study from the Mobile Marketing Association (MMA) and Luth Research assesses the potential of this advertising market with some promising results. According to the MMA, one in four U.S. adults (26 percent) have used a “map, navigation or some other mobile phone service that automatically determines your current location,” with 10 percent doing so at least once a week. Of the consumers who use location services overall, half of those who noticed an ad while using a location-based service took some action.
Although the market seems relatively small now, the potential for growth is inarguably huge. Most mobile phones (at least those sold within the past few years) include GPS technology or something comparable that can be used to pinpoint the user’s location. And Apple iPhone users are considerably more likely to use mobile location services; 63 percent of iPhone owners do so weekly.