Apr 21, 2011 at 4:36pm ET by Greg Sterling
There are a number of studies (e.g., Pew, Forrester) in the market that question how interested or engaged users are with “location based services.” Those studies tend to narrowly focus on Foursquare, Gowalla and mobile check-ins. They tend to miss the larger point about the importance of location on mobile devices.
A new study from AT&T Interactive and Nielsen, conducted this March, validates that location is a key part of the mobile-user experience. The study also reflects the often-superior performance of local-mobile ads.