Location based services most popular with men
Men are more likely to engage in location-based services than women, marketers have been told, owing to worries of ‘stalking’ by women, a new report has underlined.
Privacy issues ‘not as big for men’ with social networking
Friday, February 11 2011 by Steve Swallow
Men are more likely to use location-based services more than women, so any website promotion strategies including the clever technology may be best targeted at males, it has been claimed
eMarketer looked into the results of a new Microsoft survey conducted by Cross-Tab Marketing Services that took place in Canada, Germany, Japan, the UK and US. It discovered that overall, around six in ten internet users knew of location-based services and over half of this demographic had used them.
Most people tended to opt for map and weather applications, while a comparatively low 18 per cent had used a service to share their location with others as a chance to be more social.
Men were the most informed about, and active with, location-based services and this, eMarketer explained, was due to privacy concerns. Most respondents, including men and women of all ages, were antagonised by the concept of identity theft, accidental location sharing, as well as the worrying possibilities of stalking and harassment.
However, women were significantly more worried than men in this regard; 77 per cent of female respondents compared to 60 per cent of men.
Of course, managed emarketing campaigns will have to target more than just the male fanbase; rather unsurprisingly, younger people answering the poll were more likely to be aware of location-based services, as well as most likely to use them.
However, eMarketer went on to stress that many marketers and developers are putting transparency and control in the hands of users as this will help educate them about staying safe with such location-dependent technology, as website promotion tactics need to win the trust of users to get better uptake.
eMarketer recently noted that businesses are turning to online video as a means of impressing their audience, and marketers are following suit as the demand for this facility grows around the busy lives of internet users.
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