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1、 Lost in Geolocation Why Consumers Havent Bought It and How Marketers Can Fix It by Will Reese and Jamie Beckland Mobile Marketing Report: Spring 2011 2011 White Horse Productions, Inc. Content may not be reused without permission. | 877.471.4200 2 Table of Contents Table of Contents . 2 Introductio
2、n . 3 Executive Summary . 4 Findings . 5 Perceived Benefits . 5 Market Adoption . 8 Barriers . 9 Users. 12 Merchant Access . 15 Conclusions & Recommendations . 16 Appendix : Methods . 19 References . 21 2011 White Horse Productions, Inc. Content may not be reused without permission. | 877.471.4200 3
3、 Introduction Location-based services like Foursquare have been a source of fascination among technophiles for some time now. But to date they have failed to achieve widespread adoption among smartphone users. Have mainstream users begun to use geolocation services, or are the people using them stil
4、l primarily early adopters? If the more general audience of smartphone users is in fact holding back, then why is that? To find out, White Horse conducted a survey of 437 US smartphone users from February 16-23, 2011. We explored the following: whether location-based services (like Foursquare and Fa
5、cebook Places) are reaching the tipping point what barriers might be preventing acceptance who is using these services now how marketers might address barriers, and engage consumers, to better utilize the medium as it matures 2011 White Horse Productions, Inc. Content may not be reused without permi
6、ssion. | 877.471.4200 4 Executive Summary Our research generated four key findings: Location-based services have not yet reached the tipping point. The chief barriers today are a lack of clear benefit and privacy fears. Users are mostly young, active contributors to social networks. Marketers will n
7、eed to create and test new geolocation experiences that are not generic but relevant to a particular brand and audience. 2011 White Horse Productions, Inc. Content may not be reused without permission. | 877.471.4200 5 Findings The population sampled consists of US smartphone users aged 14 or over.
8、Throughout the document we will refer to three groups of respondents. User: has used one or more of the geolocation apps Non-user: does not presently use any of the geolocation apps Aware non-user: a subcategory of non-user who knows about the apps but does not use them Perceived Benefits Today, loc
9、ation-based apps are fundamentally a type of social networking tool. The majority of people familiar with these apps say that the most important benefit people will experience is “social connection” (56%, n=253). They also say that the key benefit for them, personally, is “connection to other people
10、 I know or could meet” (41%, n=253). This perception holds true regardless of the particular location-based app with which people are familiar. Surprisingly, discounts and deals are not strong conscious motivators. Nor are gaming and entertainment. Only 6% of people familiar with these apps feel tha
11、t the benefit to most people is “discounts,” and only 8% believe that the benefit to them personally would be “savings in discounts and merchant rewards.” And while apps like Foursquare and Gowalla have incorporated game mechanics as key components of the experience, consumers do not seem to regard
12、“entertainment” and “achieving milestones in a game” as among the most important benefits. 2011 White Horse Productions, Inc. Content may not be reused without permission. | 877.471.4200 6 “What is the most important benefit of these apps to people who use them?“ (n=253) “What is the most important benefit of these apps to you, personally?” (n=253) 41%21%17%8%6%4%3%Connection to other people I know or could meetFinding a place liked by people I trustInsight about
