"Location Based Services" Still In Its Infancy

Smartphones are able to provide their owners with a steady stream of information about their immediate surroundings. Many developers see this as a big opportunity for advertising and sales. However, the use of “Location Based Services” is still in its infancy across many developed countries. In the United States, a mere 16 percent of smartphone users take advantage of location based services to find local businesses or services. People do tend to use Location Based Services more widely in Greece, Israel and Mexico. Interestingly, the proportion of users searching for business/services locally correlates closely with those using smartphones for navigation and orientation.