Location Intelligence 2018: Consumer Behavior, Data Quality and Targeting Tips - eMarketer

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Location Intelligence 2018: Consumer Behavior, Data Quality and Targeting Tips

eMarketer Report

By: eMarketer

Published: February 26, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Consumers have become more comfortable sharing location details, but in the past year in particular they have also become choosier about what they’re willing to share. At the same time, marketers have a better understanding of how to use location data and which data to avoid.

  • A clear majority of mobile users allow their devices to track their location—many of their favorite apps depend on it. But consumers shy away from sharing location information with apps that don’t give them some value in return. Younger consumers still opt in to consumer tracking at high rates.
  • Data quality remains a problem, and the percentage of high-quality location data on exchanges has actually fallen. That said, marketers have much better tools to vet and verify data, and there are high-quality sources of data, including GPS directly from publishers and data service providers that filter out much of the poor-quality data.
  • Place data has been a cornerstone of location targeting, but moves by Google and Facebook to enhance their local advertising products make place data even more important.
  • To really benefit from the use of location data, marketers must first define their advertising goals before deciding which type of location data to use.

"According to BIA/Kelsey, US mobile location-targeted ad spending will more than double between 2017 and 2022."

Table of Contents

Consumer Attitudes and Behavior

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Seven Ways to Tame Location Data

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11 charts are included in the full report:

Location Intelligence 2018: Consumer Behavior, Data Quality and Targeting Tips

US Mobile Location-Targeted Ad Spending, 2017-2022 (billions)

Consumer Attitudes and Behavior

Types of In-App Personalization* that Prompt US Smartphone Users to Use an App More vs. Less, Nov 2017 (% of respondents)

Personal Information that US Millennial vs. Total Smartphone Users Are Comfortable Tracking on Their Mobile Device, June 2017 (% of respondents in each group)

Leading Challenges of Using Location Data in Mobile Ads According to Digital Marketers in North America, March 2017 (% of respondents)

Mobile Location-Based Ads in North America, by Accuracy of Location, Q4 2014-Q4 2017 (% of total)

Leading Sources of Location Data Used for Their Company's Mobile Advertising According to Digital Marketers in North America, March 2017 (% of respondents)

Leading Technologies Used by Their Company to Collect Location Data According to Digital Marketers in North America, March 2017 (% of respondents)

Channels Used to Collect Location Data According to US C-Level Executives, Sep 2017 (% of respondents)

Number of Beacons Deployed by Proximity Solution Providers Worldwide, Q1 2016-Q3 2017 (millions and % change)

Place Data Pivotal for Local Advertising

US Mobile Location-Targeted Ad Spending, 2017-2022 (billions)

Google Mobile Text Ad Benchmarks in North America: 'Get Location Details' Click Share, Branded vs. Nonbranded, Jan 2016-Sep 2017 (among campaigns analyzed by Merkle)