Location Intelligence, H2 2016: Guidance for US Marketers on Consumer Behavior, Data Quality and Mobile Marketing Tactics

Executive Summary

This is the second of two semiannual eMarketer reports that examine the latest data and trends related to consumers’ use of location services, the data these services produce and how marketers use location data to achieve business objectives. This report provides a summary of key developments from H2 2016.

• Pokémon Go monopolized the summer for millions of US consumers. The location-based augmented reality game is compelling (and addictive). However, it is just one of a handful of fast-growing apps that are changing consumers’ attitudes toward turning location services on within apps, and keeping them on.
• Businesses didn’t let the Pokémon Go craze pass them by. Nor did they ignore the obsession US millennials have with Snapchat. Marketers leveraged the location features of both apps to engage consumers and meet key business goals.
• With consumers sharing their real-time location with a growing number of apps, the volume of location data available to businesses is exploding. Not all location data is created equal, however. In fact, most of it is not accurate or precise enough to be used for marketing purposes.
• The Media Rating Council has drafted its first set of location data guidelines for deriving accurate and precise location data. A draft of the guidelines will be circulated for public comment in December 2016.
• Marketers are not only using location data to improve ad targeting, they’re using it to measure the effectiveness of their marketing efforts, specifically by quantifying store visitation rates.