Consumer Demand for Location-Based Services

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