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THE LOCATION REVOLUTION IN MARKETING

May 10, 2016

If you are in the travel industry, listen up. A recent Pew Research study shows that 90% of smartphone owners (153 million people) use location services on their phone… and it should grow even more says the report.

This group, like smartphone users as a whole, are likely to rely on apps, many of which request access to the devices’ location services. Of course, not all apps are created equal when it comes to obtaining permission to track a user’s location, says the report.

Those apps that provide a compelling reason for the user to share their location (content, services and features that use location data to provide real value to a consumer) are the most likely to secure opt-ins from a majority share of their user base.

A July 2015 survey conducted by Research Now on behalf of Skyhook Wireless found that 65% of US mobile app users shared their location with weather apps. Far fewer shared such information with apps in other categories.

Leading Apps By Smartphone Users For Location Services (% of Respondents)
App categories % of Respondents
Weather 65%
Social networking 38
Travel 23
Photo & video 18
News 16
Source: Skyhook Wireless/ResearchNow, April 2016 (November 2015)

Bottom-line: If you are not running mobile ads on weather sites, you are missing out. Also, travel apps in general need to do a much better job of having relevant content that people want.

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