Mobile location-based services have received a lot of buzz over the past few months and are being used in a variety of ways to attract consumers. Some of the most popular tactics being used are coupons/discount offers, specials for the users who check in most frequently and users who log the first check in and/or provide tips. However, despite the increasing popularity of smartphones and the millions of check-ins, a study from Pew Research recently found that only 4 percent of online adults use location-based services.
Other interesting findings from the study include:
- 7 percent of adults who go online with their mobile phone use a location-based service.
- 8 percent of online adults ages 18-29 use location-based services, significantly more than online adults in any other age group.
- On any given day, 1 percent of Internet users are using these services.
- Men are significantly more likely than women to use a location-based services (6 percent% of online men versus 3 percent of online women)
With the location wars heating up, the looming question is will these services be able to break past tech savvy users and into mainstream society?
It seems that “check-in fatigue” has already set in, as the relentless chore of updating one’s location becomes overwhelming. And, while many businesses are rushing to join the mobile craze, there is still a lack of repeated and ongoing participation from businesses that continue to limit the appeal to users.
Although mobile check-ins may be the fad of 2010, companies around the world taking advantage of IP geolocation are already doing what mobile check-in services are trying to convince consumers to do.
IP geolocation companies, like Quova, allow online businesses to instantly identify a visitor’s geographic location, so that they can then display relevant and unique content based on where in the world their users are. A user is presented with things like content in the appropriate language, targeted ads, local coupons and directions to stores in the area – and they don’t have to do anything but launch a browser.
So what’s in the cards for location services in 2011? We think, with the increasing use of IP geolocation, it will become natural for Internet users to expect targeted and relevant deals, without being required to take any action when they visit a Website. What are your thoughts on IP geolocation and location-based services as we move into 2011?