Consumer Demand for Location-Based Services

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Report Abstract, Table of Contents, List of Tables, List of Figures

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Consumer Demand for Location-Based Services

Service: Wireless Data Markets
Report Number: IN0401660MCD
Publication Date: November 2004
Number of Pages: 94
Report Price: $2,495 U.S. Dollars
Analyst: Clint Wheelock

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Abstract
Location-Based Services (LBS), long considered a strong growth opportunity for the US wireless consumer market, may finally be poised to realize their potential. LBS is one of many service categories that has been repeatedly called “the next big thing” and has been the subject of aggressive revenue projections on the part of industry insiders. However, the LBS market has yet to materialize in a big way, hampered by slower-than-expected carrier deployments.
This report, based on In-Stat/MDR’s Consumer Mobility Study, contains the following analysis related to the LBS market in the US:

- Assessment of consumer wireless subscriber demand for LBS, both on a general level and for each of 13 specific LBS application concepts, including: driving directions, maps, local traffic updates, mobile city guide, local weather information, pedestrian directions, child tracking, digital compass, friend finder, mobile blogging, location-based games, mobile matchmaking, and location-enabled 411 directory assistance.
- Detailed profiles of the users most interested in purchasing LBS, including analysis of demographics, professional profiles, and wireless purchasing patterns. Includes comparisons between subscribers interested in LBS, all mobile data users, and the overall wireless subscriber base.
- Examination of consumer attitudes about key LBS issues, including E-911 safety perceptions, as well as personal privacy concerns.

Table of Contents

Executive Summary
Methodology
- Consumer Mobility Study Methodology
- Consumer Mobility Study Questions
Introduction
- Background
- Study Objectives
Consumer Interest in LBS: Preferences and Profiles
- Overall Interest in LBS Applications
- Current Wireless Handset Features
- Willingness to Pay for Handset Features
- Use of Wireless Data Services
- Use of Home Technology Products
- Overall LBS Interest: Demographic Profile
- Overall LBS Interest: Professional Profile
- Overall LBS Interest: Purchasing Profile
- LBS Interest by Choice of Carrier
Consumer LBS Applications
- Summary: Interest in LBS Applications
- LBS Application Interest: Driving Directions
- Driving Directions: Demographic Profile
- Driving Directions: Professional Profile
- Driving Directions: Purchasing Profile
- Driving Directions: Choice of Carrier
- LBS Application Interest: Maps on Mobile Phone Display
- Maps: Demographic Profile
- Maps: Professional Profile
- Maps: Purchasing Profile
- Maps: Choice of Carrier
- LBS Application Interest: Local Traffic Updates
- Local Traffic Updates: Demographic Profile
- Local Traffic Updates: Professional Profile
- Local Traffic Updates: Purchasing Profile
- Local Traffic Updates: Choice of Carrier
- LBS Application Interest: Mobile City Guide
- Mobile City Guide: Demographic Profile
- Mobile City Guide: Professional Profile
- Mobile City Guide: Purchasing Profile
- Mobile City Guide: Choice of Carrier
- LBS Application Interest: Local Weather Information
- Local Weather Information: Demographic Profile
- Local Weather Information: Professional Profile
- Local Weather Information: Purchasing Profile
- Local Weather Information: Choice of Carrier
- LBS Application Interest: Pedestrian Directions
- Pedestrian Directions: Demographic Profile
- Pedestrian Directions: Professional Profile
- Pedestrian Directions: Purchasing Profile
- Pedestrian Directions: Choice of Carrier
- LBS Application Interest: Child Tracking
- Child Tracking: Demographic Profile
- Child Tracking: Professional Profile
- Child Tracking: Purchasing Profile
- Child Tracking: Choice of Carrier
- LBS Application Interest: Digital Compass on Mobile Phone
- Digital Compass: Demographic Profile
- Digital Compass: Professional Profile
- Digital Compass: Purchasing Profile
- Digital Compass: Choice of Carrier
- LBS Application Interest: Friend Finder
- Friend Finder: Demographic Profile
- Friend Finder: Professional Profile
- Friend Finder: Purchasing Profile
- Friend Finder: Choice of Carrier
- LBS Application Interest: Mobile Blogging
- Mobile Blogging: Demographic Profile
- Mobile Blogging: Professional Profile
- Mobile Blogging: Purchasing Profile
- Mobile Blogging: Choice of Carrier
- LBS Application Interest: Location-Based Games
- Location-Based Games: Demographic Profile
- Location-Based Games: Professional Profile
- Location-Based Games: Purchasing Profile
- Location-Based Games: Choice of Carrier
- LBS Application Interest: Date Finder - Mobile Matchmaking
- Date Finder: Demographic Profile
- Date Finder: Professional Profile
- Date Finder: Purchasing Profile
- Date Finder: Choice of Carrier
- Interest in Location-Enabled Directory Assistance
- Likelihood to Use Location-Enabled Directory Assistance
- Willingness to Pay for Location-Enabled Directory Assistance
- Location-Enabled 411: Demographic Profile
- Location-Enabled 411: Professional Profile
- Location-Enabled 411: Purchasing Profile
- Location-Enabled 411: Choice of Carrier
Consumer Attitudes About Location-Based Services
- Preferred Payment Model
- Attitudes About E-911
- Sensitivity to Privacy Issues
- Specific Privacy Concerns
- Comfort Level with Location Deactivation Option
Summary and Conclusions

List of Tables

Table 1. Overall LBS Interest: Demographic Profile
Table 2. Overall LBS Interest: Professional Profile
Table 3. Overall LBS Interest: Wireless Purchasing Profile
Table 4. Consumers Interested in Driving Directions: Demographic Profile
Table 5. Consumers Interested in Driving Directions: Professional Profile
Table 6. Consumers Interested in Driving Directions: Purchasing Profile
Table 7. Consumers Interested in Maps Application: Demographic Profile
Table 8. Consumers Interested in Maps Application: Professional Profile
Table 9. Consumers Interested in Maps Application: Purchasing Profile
Table 10. Consumers Interested in Local Traffic Updates: Demographic Profile
Table 11. Consumers Interested in Local Traffic Updates: Professional Profile
Table 12. Consumers Interested in Local Traffic Updates: Purchasing Profile
Table 13. Consumers Interested in Mobile City Guide: Demographic Profile
Table 14. Consumers Interested in Mobile City Guide: Professional Profile
Table 15. Consumers Interested in Mobile City Guide: Purchasing Profile
Table 16. Consumers Interested in Local Weather Information: Demographic Profile
Table 17. Consumers Interested in Local Weather Information: Professional Profile
Table 18. Consumers Interested in Local Weather Information: Purchasing Profile
Table 19. Consumers Interested in Pedestrian Directions: Demographic Profile
Table 20. Consumers Interested in Pedestrian Directions: Professional Profile
Table 21. Consumers Interested in Pedestrian Directions: Purchasing Profile
Table 22. Consumers Interested in Child Tracking: Demographic Profile
Table 23. Consumers Interested in Child Tracking: Professional Profile
Table 24. Consumers Interested in Child Tracking: Purchasing Profile
Table 25. Consumers Interested in Digital Compass: Demographic Profile
Table 26. Consumers Interested in Digital Compass: Professional Profile
Table 27. Consumers Interested in Digital Compass: Purchasing Profile
Table 28. Consumers Interested in Friend Finder: Demographic Profile
Table 29. Consumers Interested in Friend Finder: Professional Profile
Table 30. Consumers Interested in Friend Finder: Purchasing Profile
Table 31. Consumers Interested in Mobile Blogging: Demographic Profile
Table 32. Consumers Interested in Mobile Blogging: Professional Profile
Table 33. Consumers Interested in Mobile Blogging: Purchasing Profile
Table 34. Consumers Interested in Location-Based Games: Demographic Profile
Table 35. Consumers Interested in Location-Based Games: Professional Profile
Table 36. Consumers Interested in Location-Based Games: Purchasing Profile
Table 37. Consumers Interested in Date Finder: Demographic Profile
Table 38. Consumers Interested in Date Finder: Professional Profile
Table 39. Consumers Interested in Date Finder: Purchasing Profile
Table 40. Consumers Interested in Location-Enabled 411: Demographic Profile
Table 41. Consumers Interested in Location-Enabled 411: Professional Profile
Table 42. Consumers Interested in Location-Enabled 411: Purchasing Profile

List of Figures

Figure 1. Overall Consumer Interest in Location-Based Services
Figure 2. Summary: Top Five LBS Applications
Figure 3. Perceived Attractiveness to Consumers of One or More LBS Applications
Figure 4. Current Wireless Handset Features
Figure 5. Willingness to Pay for Handset Features
Figure 6. Use of Wireless Data Services
Figure 7. Use of Home Technology Products
Figure 8. Overall Interest in LBS Applications by Choice of Wireless Carrier
Figure 9. Summary: Interest in LBS Applications
Figure 10. LBS Application Interest: Driving Directions
Figure 11. Consumer Interest in Driving Directions by Choice of Carrier
Figure 12. LBS Application Interest: Maps on Mobile Phone Display
Figure 13. Consumer Interest in Maps Application by Choice of Carriers
Figure 14. LBS Application Interest: Local Traffic Updates
Figure 15. Consumer Interest in Local Traffic Updates by Choice of Carrier
Figure 16. LBS Application Interest: Mobile City Guide
Figure 17. Consumer Interest in Mobile City Guide by Choice of Carrier
Figure 18. LBS Application Interest: Local Weather Information
Figure 19. Consumer Interest in Local Weather Information by Choice of Carrier
Figure 20. LBS Application Interest: Pedestrian Directions
Figure 21. Consumer Interest in Pedestrian Directions by Choice of Carrier
Figure 22. LBS Application Interest: Child Tracking
Figure 23. Consumer Interest in Child Tracking by Choice of Carrier
Figure 24. LBS Application Interest: Digital Compass on Mobile Phone
Figure 25. Consumer Interest in Digital Compass by Choice of Carrier
Figure 26. LBS Application Interest: Friend Finder
Figure 27. Consumer Interest in Friend Finder by Choice of Carrier
Figure 28. LBS Application Interest: Mobile Blogging
Figure 29. Consumer Interest in Mobile Blogging by Choice of Carrier
Figure 30. LBS Application Interest: Location-Based Games
Figure 31. Consumer Interest in Location-Based Games by Choice of Carrier
Figure 32. LBS Application Interest: Date Finder - Mobile Matchmaking
Figure 33. Consumer Interest in Date Finder by Choice of Carrier
Figure 34. Interest in Location-Enabled Directory Assistance
Figure 35. Likelihood to Use Location-Enabled Directory Assistance
Figure 36. Willingness to Pay for Location-Enabled Directory Assistance
Figure 37. Consumer Interest in Location-Enabled 411 by Choice of Carrier
Figure 38. Preferred Payment Model for LBS
Figure 39. Consumer Attitudes About E-911
Figure 40. Consumer Sensitivity to LBS Privacy Issues
Figure 41. Specific LBS Privacy Concerns
Figure 42. Comfort Level with Location Deactivation Option

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