Mobile users want location services

Location-based mobile services are the most sought-after services by smartphone users around the world, a British research firm says. A survey by London-based TNS found almost two-thirds of mobile users who don't have location-based capability would like to start using the feature, showing there is huge untapped potential for check-ins, mobile maps and other location services, thenextweb.com reported Wednesday. The TNS survey of 48,000 mobile users from 58 countries worldwide found 62 percent of phone owners want location services, while 19 percent already use the feature and associated services. GPS location the main driver of interest for those that don't currently have such services, followed by finding friends, locating venues, checking public transport and 'checking in' to social networks, the survey found. "We are really starting to see location-based services 'come of age,'" James Fergusson, head of the TNS digital and technology practice, said. "People are realizing that sharing their location often offers some kind of reward in terms of a discount or deal. "It is the combination of time and context -- directing people towards a deal when they can easily redeem it -- that unlocks a powerful tool for marketers to develop precise targeting approaches."