Location, location, location – The popularity of location services amongst smartphone owners

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A recent study by Pew Internet revealed a dramatic rise in the percentage of smartphone owners using location-based information. In May 2011, 55% used their smartphones to get real-time location-based information. This figure has increased almost 20% in one year – now 74% of smartphone owners get location-based information on their phones (May 2012).

More and more mobile consumers are using their smartphones to get directions, addresses of local businesses, recommendations, and other location-based information- all in real-time.

Increasing in popularity amongst mobile consumers is geosocial services, which include check-ins and location sharing. The percentage of smartphone owners using geosocial services jumped 6% from 12% last year (February 2011) to 18% this year (February 2012).

Who uses location and geo-social services? 

Smartphone owners who are women tend to use these services more than men (76% versus 74%).

Younger adults (18-29) use these services more often than smartphone owners who are in the 30-49 age group or 50 plus age group.

Those with higher incomes or higher education levels also use these services more often than those with lower incomes or lower education levels.

See chart below:

This recent study was conducted from January 20 to February 19, 2012 in the form of phone interviews by Princeton Survey Research Associates International. A sample of 2,253 adults, age 18 and older, that represented the demographics of the U.S. was interviewed.

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