Location Based Services coming of age
Saving time and money are among the key motivators for Hong Kong’s busy people and the mobility afforded by smart-phones, combined with Location-Based Services (LBS), is having a significant impact on people’s decision-making. Location-Based Services, which identify a smart-phone’s location, have become popular services for smart-phone users, with Hong Kong’s usage outstripping all other global markets, according to insights consultancy TNS.
LBS also tops the global league as the mobile feature set to grow the most. 86% of mobile phone users that don’t yet use the service in Hong Kong want to start using them, compared to the global average of 60%.
TNS’s annual Mobile Life study – which explores mobile usage amongst 48,000 people in 58 countries – shows the majority of people around the world now recognise the value of sharing their location to benefit from a range of services, to supplement the mobility they already enjoy. In doing so, smart phone users can save time as they spend less time searching for location-related information. They can save money by doing instant price comparisons. Or they can make a trade-off – an online cinema reservation made from a smart-phone costs more, but saves time.
Location-based services move into the mainstream :
61% of Hong Kong’s mobile users are already using LBS, compared to the global average of just 19%. Navigation with maps and GPS is currently the most popular motivator behind LBS uptake in Hong Kong (29%) but there is growing interest in more diverse activities, with close to 20% of mobile phone users in Hong Kong ‘checking-in’ through platforms such as Foursquare or Facebook Places – a vast increase from just 3% in 2011.
Hong Kong LBS users are increasingly using services to enrich their social lives, with 12% using it to find their friends nearby. 29% of Hong Kong LBS users use the technology to find restaurants and entertainment venues, 27% to check public transport schedules and 6% to book a taxi.