What are the best location-based apps


Location-based services are becoming increasingly important for German users.

of Christian Bach on August 11, 2015 in News, Trends & Analyzes

LBS in retail: Location-based services (LBS) reveal the position of mobile users. These users usually only use such services if they receive added value. 43 percent of mobile online users would reveal their whereabouts via their mobile device when they are looking for information on nearby shops, restaurants or cinemas, according to a result of the white paper “Location-based Services”. Trends in focus - a user study ”from the Yellow Pages. For the online survey, Statista surveyed 821 mobile online users from Germany over the age of 14 in May of this year. Mobile online users are people who use the Internet and have a smartphone or tablet. "The survey is not representative of the general population, but at least for the mobile sub-target group," says Stephan Theiss, managing director of the Yellow Pages Marketing Society. According to the study, almost a third of respondents would only reveal their location if they received coupons from nearby shops, restaurants or cinemas. 36 percent would never reveal their whereabouts.

Use of location-based services

The offers of location-based services (LBS) are spread over numerous industries: 8 percent of all apps for location-based services belong to the “Couponing & Purchasing” area. 2 percent are assigned to Augmented Reality and 11 percent to “Navigation & Maps”.

Location-based services will continue to gain in importance in the future: Today, 13 percent of mobile online users frequently use LBS for “couponing & shopping”, while 31 percent use them occasionally. In five years' time, 25 percent of mobile online users want to use location-based services frequently and even 55 percent occasionally. LBS solutions from the area “Search in the area” will also be used more extensively in five years' time. The respondents predict a similar picture for their use of business directory solutions. "We were surprised by the broad acceptance of location-based services across all age groups," says Theiss, adding: "Companies are also very willing to invest."

Germans also want to be mobile on the go in five years' time: because location-based services are becoming more and more part of everyday life. According to the study, LBS are indispensable for around 7 percent of mobile online users in order to receive information about their current location when they are in a store - for around 38 percent this is at least important. In five years, such services should be indispensable for around 15 percent and important for 40 percent. “The greatest need for location-based services is when people are on the move and are not familiar with a location,” explains Theiss.

Less privacy concerns

How do attitudes to data protection issues change? Smartphone owners are getting more and more used to apps that use their location: 52 percent of German smartphone owners have data protection concerns about disclosing their location. Three years ago it was 64 percent. Today, 67 percent of smartphone owners always pay attention to which applications access their location - in 2012 this figure was 74 percent.

view in the future

Yellow Pages also asked about trends in location-based services. The respondents rated the following trends as very good or good:

  • 43 percent: “When I walk through a store, I am told about offers, vouchers and discounts from the store.
  • 33 percent: "A virtual shopping list gives me a signal as soon as I walk past a shop."
  • 32 percent "Depending on my movement profile (where I usually stay), messages about special offers are displayed to me."
  • 25 percent: "An app recognizes a commercial and shows me the next shopping opportunities for the advertised product on a map."
  • 23 percent: “When I enter a shop, I am recognized. The app that goes with it lists offers from the business that match my user profile in social networks. "

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