LBS Usage and Perceptions Survey Presentation

8/7/2019 LBS Usage and Perceptions Survey Presentation

1/34

Location Based Services&Usage PerceptionsSurvey

- &Prepared by Cross Tab Marketing ServicesTelecommunications Research Group for

Microsoft Corporation


2/34


3/34

Executive Summary

- ( )in 10 are aware of location based services LBS- ( ) - %Higher familiarity increases usage of location based services LBS 89 who are

. % .very familiar use LBS vs 72 who are somewhat familiar.Awareness is highest in the UK and US Familiarity is highest in Japan which has

had widespread LBS longer than other countries studied.

eople who use LBS find them valuable% .51 report using LBS% ( %) ( %).94 said they were either very valuable 41 or somewhat valuable 53

.Perceived value increases with use.4 in 10 use LBS at least once per week

.Mapping applications and Weather Alerts are the most common applications of LBS

oung Men Lead LBS Adoption( - )Younger respondents 18 34 and those who spend more per month for their mobile

.phone service are more likely to be familiar with and use LBS .Men have higher awareness and familiarity than women but overall usage is similar.Men have less concern over the risks of sharing their location information


4/34

Executive Summary

-ocation based sharing is not yet widely used% - . ( %,Only 18 use location based services to share their location with others US 20 UK%, %, %, %)19 Germany 15 Canada 21 Japan 15

% .Less than 10 believe this is a useful service regardless of geographyConcerns about privacy run high for location sharing with other people and even

.higher for sharing with businesses,However LBS are considered valuable among regular users

eople are concerned about privacy and want control%52 of respondents expressed strong concern with sharing their location with other.people or organizations Concern is higher for sharing location with organizations

. ( %, %, %, %, %)than other people US 56 UK 51 Germany 53 Canada 55 Japan 39%58 of respondents are concerned specifically about controlling the people and

. ( %, %, %,organizations that have access to their location US 70 UK 66 Germany 54%, %)Canada 59 Japan 45

The clear majority are concerned about sharing their location with people or

( %),organizations they have not specified 87 followed by sharing their location( %), ( %)without consent 84 having personal information or identity stolen 84 and( %).overall loss of privacy 83

%51 of consumers said that the ability to control how their information is used. ( %, %, %, %,would make them more comfortable US 56 UK 50 Germany 55 Canada 38 Japan

%)55%49 would be more comfortable if they could control with whom the information is

.being shared


5/34

Executive Summary

ractical LBS services are considered most beneficial and thenes consumers are most likely to adopt first, /Emergencies locating children family and finding directions are by far the most

.beneficial LBS applications Social LBS will grow more slowly as benefits become evident only after a critical

.mass of consumers adopt the technology( - %Those who are more likely to use LBS are less concerned about potential risks 5 10

). ( %, %, . %, . %, %)lower on average US X UK X Ger X Can X Japan XPerceptions of benefits increase and concerns about privacy drop after consumers try

.LBS

ost consumers state they are unwilling to pay for LBS, % .On average more than 70 prefer to use free LBS applications This preference is

( %) ( %).highest in Canada 80 and lowest in the US 66. Willingness to pay is less than $10 per month

.Younger consumers have a higher willingness to pay

( %) early half 46 say they ve taken action based on a mobile adhey have seen, .Actions taken include redeeming the coupon offered or visited the store

- . ( %, %,Nearly 1 in 5 consumers say they ve seen a location based ad US 22 UK 14%, %, %)Germany 14 Canada 18 Japan 24

% .80 consider these types of services very or somewhat valuable


6/34


7/34

Recommendations

Location based services aren't particularly dangerous on their own but you need to thinkabout the layers of information you leave online. As you use more online services, itbecomes easier for people to connect the dots on your activities, which could lead toharm.

Pay Close Attention to the settings that use your location

Be aware of the location privacy settings on your phone, social networking sites, and the applications youuse.

Don't geo-tag photos of your house or your children. In fact, think about disabling geo-tagging until youspecifically need it.

Limit who knows your locationFor many people, social networking sites link everything together. Limit who you add to your social

network location services, and choose not to make your location data publicly available or searchable.

Only trusted friends should know your location. If you have contacts you don't fully know or trust, it's time

to do a purge.

When using location services, check in thoughtfullyThink about your safety if you check in when youre alone.

Don't check in on location based social networking sites from home, or a friends house, or anywhereyou might put others at risk.

Make sure you dont include GPS coordinates in your tweets, blogs or social networking accounts.

or Consumers How to use location servicesafely


8/34

Recommendations

We believe consumers should always have choice and control over access and use of a device's location.

Application must not override or circumvent a users choice to disable locationservices on the mobile device

Application must provide settings that allow the user to enable and disableapplications access to and use of location

If the application publishes or makes available location data obtained from anyother service or person, (including ad networks), application must enable amethod to obtain opt-in consent

Application must request location and retain and use location data only asnecessary to deliver the location-aware features application provides to users

Application must make a privacy policy available to users that informs them abouthow location data is used and disclosed, and the controls users have over useand sharing of location data

Application must adopt measures to protect against unauthorized access to, useand disclosure of location data

or Developers


9/34

78% Of Those Familiar With LBS Have Used It

Q1. Have you heard about technologies that allow you to share information aboutyour location with organizations (service providers, apps providers, retailers, social

networking companies etc.) or other people? Q2. How familiar are you with locationbased services? Q3. Have you ever used services that determine your location toprovide you more information about where you are (shopping, restaurants, ATMs,etc.) or where ou are oin (directions, store locations, traffic, etc.)?

, .Overall 1 in 5 have used a LBS service.There is some confusion around what LBS services are

Canada and Japan lead in usage although familiarity is highest in Japan by a.wide margin

LBS Adoption

*Among those who heard of or familiar with: %Note 51 report having used LBS regardless of

.awareness and familiarity

%78 of those familiar

here is some confusion about LBS % , 38 haven t heard of LBS yet

Among those who haven t heard, %of LBS 19 say they are.familiar

%Among the unfamiliar 77.claim they have used LBS

Japan

CanadaUK

US

Germany


10/34

US Consumers Have The Broadest Adoption OfLBS Brands

( %) ( %) , ( %) .Canada 59 and Japan 57 report highest usage rates UK 43 the lowest

.US consumers show the greatest breadth of usage Canada has the highest usage

.of Google while Japan is highest on using GPS

Total MARKET S UK ermany Canada apanBase 272 60 57 46 63 46GPS %57 %65 %42 %54 %52 %76

Google Latitude or Google Places %50 %52 %47 %37 %73 %35Facebook Places %33 %50 %49 %39 %17 %4

Mobile Search %16 %42 %16 %9 %6 %2Foursquare %6 %15 %7 - %3 %2Loopt %3 %10 %2 - %2 -

Yowza %3 %7 %4 %2 %2 -Brightkite %3 %5 - %4 %3 -

Gowalla %2 %7 - - %2 %2Zhing %1 %3 %2 - %2 -

Other %6 %10 %2 %7 %8 %2

Total MARKET S UK ermany Canada apanBase 1500 300 300 300 300 300Yes %51 %50 %43 %47 %59 %57No %49 %50 %57 %53 %41 %43

.3 Have you ever used services that determine your location to provide you more information abouthere you are?

.4 For which of the following have you used these services?


11/34

Total MARKET S UK ermany Canada apanBase 771 150 129 142 178 172Everyday %5 %10 %6 %2 %3 %2

Several times a week %16 %25 %17 %17 %7 %16About once a week %19 %19 %18 %21 %15 %24About once or twice per month %29 %23 %32 %31 %30 %27

Less than once month %31 %22 %27 %28 %44 %30Never %1 %1 - %1 %1 %1

Frequency Of Usage Twice as High In US

%35 in the US use LBS at least several times per week which is nearly 2x higher.than most other countries surveyed( %)LBS services are considered most valuable in the US 99 and least valuable in

( %).Canada 88

.5 How often do you use these location based services?


12/34

Young Consumers Lead The Adoption Of LBS

.Q1 Have you heard about technologies that allow you to share information about your( , , ,location with organizations service providers apps providers retailers social

.) .networking companies etc or other people? Q2 How familiar are you with location.based services? Q3 Have you ever used services that determine your location to

( , , , .) provide you more information about where you are shopping restaurants ATMs etc or( , , , .) where you are going directions store locations traffic etc ?

, .Men have higher awareness familiarity and usage of LBS than women


13/34

.Q3 Have you ever used services that determine your location to provide you more

( , , , .) information about where you are shopping restaurants ATMs etc or where you are

( , , , .) ; .going directions store locations traffic etc ? Q4 For which of the following have; . ; .you used these services? Q5 How often do you use these location based services? Q6

How valuable do you think these types of services are?

LBS Services Are Considered Valuable by ThoseWhove Used Them

, % .Among those who report having used LBS 94 consider them very or somewhat valuable

( %) ( %).The most commonly used applications are GPS 70 and weather alerts 46

ervices used TotalBase 771GPS navigation %70

Weather alerts %46

Traffic updates %38/Restaurant info reviews %38

Locating the nearest( ,convenience services gas

, .)coffee shops etc

%36

/ (Shopping coupons special)offers

%33Find nearest ATM %26

Get movie show times %22Local news %20Social networking %18

Gaming %10-Geo tagging photos %6

Enhanced 911 %5Locating your children %3

Other %6

BS is considered valuable%4


14/34

Japan & US Have Broadest Usage Of LBS

Total MARKETS UK ermany Canada apanBase 771 150 129 142 178 172GPS navigation %70 %71 %81 %69 %62 %67

Weather alerts %46 %50 %40 %45 %25 %69Traffic updates %38 %34 %45 %47 %22 %45

/Restaurant info reviews %38 %41 %41 %37 %15 %57Locating the nearest convenience( , , .)services gas coffee shops etc

%36 %37 %30 %28 %43 %39

/ ( )Shopping coupons special offers %33 %33 %32 %24 %19 %58Find nearest ATM %26 %30 %22 %27 %17 %34

Get movie show times %22 %32 %18 %8 %20 %32Local news %20 %25 %27 %15 %11 %21Social networking %18 %25 %23 %18 %11 %15

Gaming %10 %13 %9 %3 %6 %17-Geo tagging photos %6 %7 %6 %6 %6 %2

Enhanced 911 %5 %4 %2 %3 %2 %11Locating your children %3 %5 %3 %1 %1 %5

Other %6 %9 %5 %4 %9 %1

.4 For which of the following have you used theseservices?.Japan has the highest adoption of LBS for shopping and restaurant information

Total MARKET S UK ermany Canada apanBase 771 150 129 142 178 172Top 2 Box %94 %99 %97 %92 %88 %97Very valuable %41 %59 %47 %41 %33 %30

Somewhat valuable %53 %40 %50 %51 %54 %67Not very valuable %5 %1 %3 %8 %11 %2Not valuable at all %1 - - - %2 %1

Bottom 2 Box %6 %1 %3 %8 %12 %3

.6 How valuable do you think these types of services are?


15/34

.Q7 Have you ever used services that use location to tell others where you are or to

; .find out where other individuals are? Q8 Which of these location based services do; . ; .you use? Q9 How often do you use these location based services? Q10 How valuable do

you think these types of services are?

LBS To Locate People Has Low Penetration

Most people report not using LBS to disclose their location or to find out more about.the location of others

.Users of these services use them often and consider them very valuable

ver 6 in 10 use LBS at least 1x perweekervices used TotalBase 771GPS %57

Google Latitude or GooglePlaces

%50

Facebook Places %33

Mobile Search %16

Foursquare %6

Loopt %3

Yowza %3

Brightkite %3Gowalla %2

Zhing %1

Other %6

BS is considered valuable

%4

%1


16/34

Total MARKET S UK ermany Canada apanBase 272 60 57 46 63 46GPS %57 %65 %42 %54 %52 %76

Google Latitude or Google Places %50 %52 %47 %37 %73 %35Facebook Places %33 %50 %49 %39 %17 %4

Mobile Search %16 %42 %16 %9 %6 %2Foursquare %6 %15 %7 - %3 %2Loopt %3 %10 %2 - %2 -

Yowza %3 %7 %4 %2 %2 -Brightkite %3 %5 - %4 %3 -

Gowalla %2 %7 - - %2 %2Zhing %1 %3 %2 - %2 -

Other %6 %10 %2 %7 %8 %2

Total MARKET S UK ermany Canada apanBase 1500 300 300 300 300 300Yes %18 %20 %19 %15 %21 %15

No %82 %80 %81 %85 %79 %85

Penetration Is Similar Across Countries Studied

( %) ( %) . ( %)Japan 76 and US 65 are the leaders in GPS usage Google 73 has the

.highest usage in Canada

you ever used services that use location to tell others where you are or to find out where other individuals

. -8 Which of these location based services do you use?


17/34

Total MARKET S UK ermany Canada apanBase 272 60 57 46 63 46Everyday %9 %17 %11 %2 %6 %7

Several times a week %23 %43 %25 %24 %13 %9About once a week %22 %18 %23 %22 %22 %24About once or twice per month %18 %8 %19 %26 %25 %9

Less than once month %27 %12 %21 %24 %33 %50Never %1 %2 %2 %2 - %2

Total MARKET S UK ermany Canada apanBase 272 60 57 46 63 46

Top 2 Box %92 %98 %82 %93 %95 %89Very valuable %44 %70 %44 %37 %40 %26

Somewhat valuable %47 %28 %39 %57 %56 %63Not very valuable %6 - %14 %7 %5 %7Not valuable at all %2 %2 %4 - - %4

Bottom 2 Box %8 %2 %18 %7 %5 %11

Frequency of Usage Higher In US

%60 in the US use LBS to locate people at least several times per week which is

.nearly 3x higher than Japan and Canada ( %)LBS services to locate people are considered most valuable in the US 99 and( %).least valuable in UK 82

. - ( . . , )ow often do you use these location based services? e g tell others where you are

. ( . . , )ow valuable do you think these types of services are? e g tell others where you are


18/34

Consumers Have Strong Concerns About ID Theft& Unauthorized Location Sharing

.Q15 How much do the following concern you when sharing your locationwith other organizations or people? .S3 Please select your gender?

ID Theft and unauthorized location sharing in any form is highly concerning to 1 in 2.respondents

Men express less concern over the risks of sharing their location information

ery or somewhat concerned Male FemaleLocation share with people or

organizations I didn't agree to%83 %90

Location shared without myconsent

%80 %89

Personal information or identitystolen

%80 %88

Loss of privacy %79 %87

Theft %75 %85

Loss of anonymity %72 %83

Security threat %71 %84

Stalking %60 %77

Location based profiling %63 %72

/Bullying harassing %55 %67


19/34

Location Sharing with Others: Concern is High andPerceived Usefulness is Low

.Q16 How useful would it be for you to be able to share your location with.other people? Q17 How concerned are you about allowing other people to view.your location? Q18 How concerned are you about controlling who has access

.to your location? Q19 Is the risk of making your location available worth.the benefits of making your location available? Q20 How useful would it be

for you to be able to share your location with other organizations?

US

JapanUK

Canada

Germany

Concerns about location sharing and who controls that information is highest in the US. , %and lowest in Japan On average 92 feel that sharing their location with another.others would not be useful

Usefulness of location sharing with others is extremely low across all countries.studied

Total MARKETS UK e rm an y C an ad a apanBase 1500 300 300 300 300 300

Top 2 Box %59 %73 %67 %53 %53 %47

Total MARKETS UK German Canada apanBase 1500 300 300 300 300 300The risk far

outweighs the benefit- 1

%27 %33 %28 %35 %24 %152 %14 %12 %17 %13 %14 %13

3 %13 %12 %12 %15 %11 %164 %24 %20 %26 %16 %25 %315 %12 %12 %10 %11 %10 %166 %5 %5 %3 %5 %7 %4

The benefit far-outweighs the risk

7

%5 %6 %4 %4 %9 %5

.18 Concern about controlling who has access to your locati

. /19 The risks outweigh the benefits sharing w people


20/34

.Q16 How useful would it be for you to be able to share your location with.other people? Q17 How concerned are you about allowing other people to view.your location? Q18 How concerned are you about controlling who has access

.to your location? Q19 Is the risk of making your location available worth.the benefits of making your location available? Q20 How useful would it be

for you to be able to share your location with other organizations?

Concerns about location sharing and who controls that information is highest in the US. , %and lowest in Japan On average 92 feel that sharing their location with another.organization would not be useful

Usefulness of location sharing with others is extremely low across all countries.studied

Total MARKETS UK e rm an y C an ad a apanBase 1500 300 300 300 300 300

Top 2 Box %59 %66 %64 %54 %64 %43

Total MARKETS UK German Canada apanBase 1500 300 300 300 300 300The risk far

outweighs the benefit- 1

%29 %33 %30 %37 %30 %142 %15 %12 %17 %17 %15 %15

3 %13 %14 %13 %12 %11 %174 %22 %19 %24 %18 %19 %305 %12 %10 %9 %11 %12 %186 %4 %5 %4 %3 %6 %2

The benefit far-outweighs the risk

7

%4 %6 %2 %3 %6 %3

.22 Concern about which Orgs have access to your location

. /23 The risks outweigh the benefits sharing w organizati

US

Japan

UKCanada

Germany

Location Sharing with Organizations: Concern isHigh and Perceived Usefulness is Low


21/34

LBS Adoption Focuses On Utilitarian Value

. ,Q24 For each of the following statements please indicate how likely you. .would be to use location based services in each of these scenarios Q25

,For each of the following statements please indicate the benefit you would.obtain from each situation

Service Beneficial ikelihoodo useBase 1500 1500Finding people in an emergency %45 39%Finding directions based on yourlocation

%38 29%

,Keeping track of elderly relatives,children and family member to make

sure they are safe

%32 16%

( , ,Finding services banks ATMs gas.)stations etc based on your location

%32 n/a

Finding traffic reports based on yourlocation

%30 n/a

Finding weather based on yourlocation

%27 n/a/Finding restaurants entertainment

based on your location%25 n/a

/Finding offers coupons based on yourlocation

%19 10%

Coordinating family activities %12 12%Discovering that a friend from out of

town is visiting%9 11%

Coordinating ride sharing orcarpooling

%9 10%Finding a coworker who is running

late for a meeting%9 9%

Finding nearby friends for socialactivities

%8 9%

Using people's locations tocoordinate a meeting %8 11%

( . . ,Having fun with locations e g games)pranks

%7 8%

Finding new people with similarinterests

%7 8%

Keeping track of where you've been %7 9%Recruiting people to participate inactivities

%6 7%

Findingpeople in

emergency

Findingdirections

Finding/offers coupons

/Safety Utility

-E Com

Social

Utilitarian LBS services are considered mostbeneficial and the ones consumers are most likely

.to use Social LBS will grow more slowly as benefitsbecome evident only after a critical mass of

.consumers adopt the technology for that useThose who are more likely to use LBS have lower

( - %levels of concern about the dangers 5 10 lower).on average

P ti f LBS B fit I & C


22/34

Perceptions of LBS Benefits Increase & ConcernsDrop after Using LBS

.Q15 How much do the following concern you when sharing your locationwith other organizations or people? .Q25 For each of the following,statements please indicate the benefit you would obtain from each

.situation

Perception of the benefits of LBS increase and concerns about LBS drop among those .who ve used them

, ,Finding directions food and entertainment have the biggest increase in perceived. ,benefits The largest drop in concerns are for theft security threat and/ .bullying harassing

oncern declines after using LBS

Used LBS

Not used LBS

enefit perceptions increase aftersing LBS

Used LBS

Not used LBS

C A L Lik l t Sh L ti With


23/34


Top 2 Box %31 %35 %33 %26 %28 %31Very likely %6 %10 %7 %6 %6 %2

Somewhat likely %25 %26 %26 %20 %22 %29Not very likely %39 %33 %34 %39 %32 %57Not likely at all %30 %32 %33 %35 %40 %12

Bottom 2 Box %69 %65 %67 %74 %72 %69

. ,Q29 Based on what you know about location based services how likely are you

( , , ,to actively share your location with other people friends family coworkers.) . ,etc ? Q30 Based on what you know about location based services how likely( ,are you to actively share your location with other organizations retailers

.)other businesses etc ?


Top 2 Box %22 %24 %21 %17 %15 %34Very likely %4 %7 %4 %2 %3 %2

Somewhat likely %19 %17 %17 %15 %12 %32Not very likely %35 %28 %34 %29 %30 %53Not likely at all %43 %48 %45 %54 %54 %13

Bottom 2 Box %78 %76 %79 %83 %85 %66

Slightly less than one third report they would likely provide their location to other. ( %) ( %).people This is highest in the US 35 and lowest in Germany 26

.Consumers are less likely to share their location information with organizations( %)Interest in sharing location information with organizations is highest in Japan 34 and

( %).lowest in Canada 15

Consumers Are Less Likely to Share Location WithBusinesses

Th M j it S Th A U illi T P F


24/34

The Majority Say They Are Unwilling To Pay ForLBS Services

Q11. How much would you be willing to pay for a location based services application?

$10 US or less is the most popular price point among those willing to pay for LBSservices.

Willingness to pay atleast

%

$10 US 27%

Yen 1000 Japan 27%

EUR $10 Germany 25%

10 UK 23%

$10 Canada 16%

Less than $10US at current

exchange rates

refer using free apps illingness to pay under $10

Al t 1 i 5 H S R t il Ad B d


25/34

Almost 1 in 5 Have Seen Retail Ads Based onLocation

.Q12 Some retailers will use location information to serve customized ads to potential customers.based on their location Have you ever seen an advertisement for a retail store on your mobile

; . phone or web browser that appeared to be based on your location? Q13 Have you ever taken action, ;such as redeeming the coupon offered or entered the store that advertised based on these ads?. -Q14 Do you find these location based ads valuable?

( %) ,Almost half 46 have taken an action such as redeeming the coupon offered or visited.the store based on these ads Canadian respondents are least likely to have done so

( %); ( %).36 US the most likely 55% ,80 consider these advertisements to be very or somewhat valuable with US respondents

.being more likely than those from any other country to have expressed this view

lmost 1 in 5 have seen retail ads onobile device based on your location %0 consider the service very oromewhat valuable

%46 who saw ad

US & J H Hi h t P t ti f R t il


26/34



Top 2 Box %80 %88 %83 %71 %70 %83Very valuable %24 %40 %27 %15 %15 %18

Somewhat valuable %56 %48 %56 %56 %55 %65Not very valuable %16 %8 %15 %24 %23 %15Not valuable at all %4 %5 %2 %5 %8 %1

Bottom 2 Box %20 %12 %17 %29 %30 %17

US & Japan Have Highest Penetration for RetailAds Based on Location

,ave you ever taken action such as redeeming the coupon offered or entered the store that advertised based on

.14 How valuable do you think these types of services are?


.12 Have you ever seen an advertisement for a retail store on your mobile phone or web browserhat appeared to be based on your location?


27/34

Appendix


28/34

Q29. Based on what you know about location based services, how likely are you to actively share your location with other people (friends, family, coworkers, etc.)? S2.Please select your age range; S3. Please select your gender; Q1.Have you heard about technologies that allow you to share information about your location withorganizations (service providers, apps providers, retailers, social networking companies etc.) or other people?, For which of the following have you used these services?Q5, How often do you use these location based services? 6. How valuable do you think these types of services are?; How often do you use these location basedservices?; Q10.. How valuable do you think these types of services are? 16. How useful would it be for you to be able to share your location with other people?

Overall %Only 31 are likely to sharelocation

ikely to share location with other people o t li ke lyAbout 7 out of 10 respondents are

not likely to share information with

others

&ge Gender - ( %); - ( %) &25 34 39 35 44 38( %)Male 35 - ( %); - ( %) &55 64 77 65 74 76( %)Female 73

war ene ss on LBS %37 have heard about LBS %79 have not heard about LBS

B S u sed for sha rin g locat ion - ( %);Geo tagging photos 67( %)Social networking 65 ( %)GPS Navigation 60

r equ en cy o f u si ng t he se s er vi ce s ( %)Everyday 80 ( %)Less than once a month 77

se d L BS for shar ing locatio n w ith others( %)Yes 65 ( %)No 77

een any ad on Mobile phone based on location( %)Yes 53 ( %)No 74

ad ap pearing on mobile pho ne based on lo cation ( %)Very valuable 72 ( %)Not very valuable 73

ul ne ss o f s ha ri ng l oc at io n w it h o th ers %76 consider it to be extremelyuseful

%89 consider it as not at alluseful

Those Likely to Share Location with Other People


29/34

Q30. Based on what you know about location based services, how likely are you to actively share your location with other organizations (retailers,other businesses etc.)?; S2. Please select your age range; S3. Please select your gender; Q1.Have you heard about technologies that allow you toshare information about your location with organizations (service providers, apps providers, retailers, social networking companies etc.) or otherpeople?, For which of the following have you used these services? Q5, How often do you use these location based services? 6. How valuable do youthink these types of services are?; How often do you use these location based services?; Q10.. How valuable do you think these types of services are?16. How useful would it be for you to be able to share your location with other people?

%22 are more likely to activelyshare information with organizations

%78 are not likely at all to share theirlocation with orgnaization

- ( %) - ( %); ( %);55 64 88 and 65 74 87 Male 75( %)Female 81

% , ,27 have heard about LBS however%45 are very familiar

% , %85 did not hear about LBS and 89 arenot familiar with LBS

( %) & -Gaming 5 5 Geo t agging across( %)Gaming 55

( %)Get movie show times 62

( %)Everyday 57 ( %)Less than once a month 85

%49 respondent have used theseservices to share information of

.other companies

%84 have not used these services to findwhere other individuals are

( %)Very valuable 70 ( %)Not very valuable 84

- ( %); ( %)18 24 67 Male 25

%49 respondent have not seenadvertisement on Mobile phone based on

location

%84 have not not seen advertisements onMobile phone

ikely to share location with other organization o t li ke lyOverall

&ge Gender

&wareness Familiarity with LBS

r used LB S sharin g l oca tion wit h o thers

B S u sed for sha rin g locat ion

r equ en cy o f u si ng t he se s er vi ce s

ny adve rti sement o n M obi le phone ba sed on loca tion

t is em en ts a pp ea ri ng o n m ob il e p ho ne b as ed o n l oc at io n

Those Likely to Share Location with Organization


30/34


31/34

D4. About how many hours per week do you spend using the Internet for personal use [outside of work use]?; D5. How many hours a week do you spend on socialnetworking sites (e.g., Facebook, Twitter etc.)?

= 1500

umber of hours spent using the internet per week

=1500

Overall, 7 in 10 respondents spend more than 10 hours per week using the internet for personaluse. Respondents in Canada, however, spend less time on the internet compared to othermarkets.

45% less than 3 hours using social networking sites. Interestingly, just over 4 in 10 respondents inJapan are not a member of social networking sites.

umber of hours spent using socialetworking sites

Demographics


32/34

= .MEAN 1 9

D6. How much do you personally spend on mobile phone services a month? (Note: If you are part of a family plan please estimate how much ofthat is attributed to you personally.)

=300=300 =30 0

= .MEAN $2 6 = .MEAN EURO 1 5= .MEAN $1 4

In UK, Germany, and Canada, majority spend less than 55 , less than EURO 75, and less than$75, respectively per month on mobile services.

26% of respondents from US spend $75 - $125 and 23% from Japan spend YEN 6001-10,000 onmobile services.

Overall, willingness to spend on location-based services is very low (see mean for each countrybelow).

=MEAN YEN.132 0

=300 =300

Mobile Phone Spend, LBS Willingness To Spend


33/34

D7. Please specify your annual household income.

=300 =300 =300

=300 =300

=Average Income.$52792 0

= .Average Income 31292 1

=Average Income.EUR38333 8

=Average Income.$49458 7

= .Average Income YEN 589 6

Household Income


34/34

2011 Microsoft Corporation. . , .This material is provided for informational purposes only Microsoft makes no warranty express or implied

Date post:	09-Apr-2018
Category:	Documents
Upload:	deepak-gupta-dg
View:	225 times
Download:	0 times

LBS Usage and Perceptions Survey Presentation

Documents