Newness may be inflating the numbers a bit, Becker acknowledged, but advertisers will just create more engaging and sophisticated ads as time goes on. But location is just one of many important factors in mobile marketing. Advertisers also consider a consumer's age, type of phone, even time of day.
"Location is not necessarily the goal of the interaction. Rather, location is a piece of information that provides context to the user experience and can create a more relevant and engaging interaction with the consumer," Becker said.
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That's because of inexperience and fears about threatening consumers' comfort level. "The next few years will be very important for companies to get it right and not abuse the location information they're getting," he said.
That's because of inexperience and fears about threatening consumers' comfort level. "The next few years will be very important for companies to get it right and not abuse the location information they're getting," he said.
What I find amazing is how much information the consumer is willing to share for just little utility that they receive.
