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Willingness of consumers to share their GPS location is on the rise

Gowalla, Foursquare and more

According to the Mobile Audience Insights Report for the second quarter of 2011, consumer willingness to check in on Foursquare, Gowalla, Facebook Places and the like, with a reported 53 percent of Americans polled responding that they are willing to share their location information. The caveat, however, is that they are willing to share their location information in exchange for relevant content.

The willingness to share location has risen two percent in the quarter and looks to continue rising despite a barrage of alarming news stories about smartphone privacy and apps tracking users’ whereabouts without knowing.

Adults under 35 are more willing to share location information, but a surprisingly high rate of those over 35 are willing as well. Although America’s willingness to share their location information is 53 percent, in the UK, 69 percent of those surveyed were willing to share their location information if they receive relevant content.

Consumers are checking in and hoping not only for social recognition for being a frequenter of any given spot, but are looking to earn points for leader boards, get coupons to a venue or bonuses like backstage access at concerts or “buy # get one free” specials. The willingness to check in is not, however, a blind check-in, the study specifically revealed a willingness to check in or reveal location if a user benefits in some way.

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Willingness to share location based information based on age:
58% aged 18-24
60% aged 25-34
49% aged 35-44
53% aged 45-54
44% aged 55+

Written By

Marti Trewe reports on business and technology news, chasing his passion for helping entrepreneurs and small businesses to stay well informed in the fast paced 140-character world. Marti rarely sleeps and thrives on reader news tips, especially about startups and big moves in leadership.


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