Hong Kong mobile phone users want you know where they are, said TNS that recently released its annual report Mobile Life Study.
According to the company, 86% of Hong Kong mobile phone users who haven't used location-based services want to start using them, compared to the global average of 60%.
The TNS study, said the company, explores mobile usage amongst 48,000 people in 58 countries. The study results show that the majority of people around the world now recognize the value of sharing their locations to benefit from a range of services, to supplement the mobility they already enjoy, the firm said, adding that benefits perceived include time savings and money savings resulted from instant price comparisons.
Location-based services move into the mainstream
According to survey results, 61% of Hong Kong's mobile users are already using location-based services, 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, TNS noted.
Hong Kong location-based service users are increasingly using services to enrich their social lives, with 12% using it to find their friends nearby; 29% of users locating restaurants and entertainment venues; 27% checking public transport schedules; and 6% booking a taxi.
In addition, almost a third of all mobile phone users state that they are interested in mobile ads that offer them a deal near their current locations.
"There are enormous regional variations which highlight the importance of having a targeted strategy when it comes to location based marketing," said Marc De Lange, director -- Digital Practice at TNS. "Location-based services offer marketers an unprecedented level of engagement and targeting, but it has to be done in line with how people in individual markets want to engage with brands to avoid being intrusive. Where brands get it right, we have seen significant rewards in terms of brand engagement, loyalty and sales."
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