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Published: February 26, 2018
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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.
"According to BIA/Kelsey, US mobile location-targeted ad spending will more than double between 2017 and 2022."
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US Mobile Location-Targeted Ad Spending, 2017-2022 (billions)
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
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)
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