Abstract
Summary
Mobile location-based services (LBS) are a potential source of growth for wireless carriers, service providers, navigation software vendors, and mobile phone manufacturers. To help industry players learn more about customer attitudes toward mobile LBS, In-Stat carried out a web survey in March 2007. The study focused on customer interest and usage behavior.
This report is based on data from 725 respondents, 563 (or 77.7%) of which had not previously used mobile LBS, and 162 (or 22.3%) of which are existing users. It analyzes the characteristics of existing users first and discusses the factors influencing people' s interest in mobile LBS. The report also explores acceptable locating accuracy, acceptable payments, and preferred navigation service models for LBS.
Table of Contents
- Executive Summary
- Introduction
- Survey Demographics
- Survey Results
- Characteristics of Existing Users
- Potential User Interest in Mobile Location-Based Services
- Overall Interest Level
- Interest in Nine Mobile LBS Applications
- Potential User Usage Behavior for Mobile LBS
- Acceptable Location Accuracy
- Acceptable Monthly Payments for Mobile LBS
- Willingness to Buy a GPS Phone
- Preferred Service Model for Navigation
- Conclusions
- Methodology
- Related In-Stat Reports
List of Tables
- Table 1. Profile of Existing Users of Mobile LBS
- Table 2. Comparison between Existing Users and Potential Users, by Age
- Table 3. Comparison between Existing Users and Potential Users, by Occupation
- Table 4. Comparison between Existing Users and Potential Users, by Income
List of Figures
- Figure 1. Age of Respondents
- Figure 2. Occupation of Respondents
- Figure 3. Personal Monthly Income of Respondents
- Figure 4. Respondents' Monthly Spending on Value-added Services
- Figure 5. Wireless Service Brand of Respondents
- Figure 6. Respondents' Service Brand, by Monthly Mobile Value-added Services Spending
- Figure 7. Respondents' Attitude to New Technology
- Figure 8. Have You Used Mobile Location-based Services?
- Figure 9. Respondents' Usage of Mobile LBS, by Attitude to New Technology
- Figure 10. Why Don' t You Use Mobile Location-based Services?
- Figure 11. Respondents' Interest in Mobile LBS
- Figure 12. Respondents' Interest in Mobile LBS, by Age
- Figure 13. Respondents' Interest in Mobile LBS, by Occupation
- Figure 14. Respondents' Interest in Mobile LBS, by Monthly Income
- Figure 15. Which Applications of Mobile LBS Are You Interested in?
- Figure 16. Acceptable Locating Accuracy
- Figure 17. Acceptable Monthly Payments (US$)
- Figure 18. Will You Buy a Mobile Phone with GPS Function?
- Figure 19. How Much are You Willing to Pay for a Mobile Phone with GPS Function? (US$)
- Figure 20. Which Service Model of Navigation Would You Prefer to Use?
- Figure 21. Respondents' Preferred Service Model, by Attitude toward New Technology
- Figure 22. Acceptable Payments for GPS Phone, by Preferred Service Model
