One of the big selling points for consumers deciding to upgrade their feature-phones to smartphones is “location-based services,” like maps that constantly update themselves as you move. A new study commissioned by Microsoft (NSDQ: MSFT) finds that consumers who are aware of location services are very fond of them, but that they’re also seriously concerned about sharing that information with groups like advertisers—and even with their own social set. Another finding: There’s a fair amount of confusion about what exactly location-based services are, even among some people who say they are users. The study also contained findings about which location services are the most popular, and which demographic groups are the heaviest users of LBS in general.
Hilary Swank Whitney Port Minka Kelly Carol Grow Erika Christensen
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