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

eMarketer Report

By: eMarketer

Published: October 25, 2016

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

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.

"Seventy-eight percent of marketers polled by the Mobile Marketing Association in July 2016 said they increased their investment in location-based mobile advertising because foot traffic data was now available to them."

Table of Contents

Consumer Behavior

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Data Quality

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Mobile Marketing Tactics

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5 charts are included in the full report:

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

US Marketers Who Have Increased Spending on Location-Based Mobile Advertising Based on the Availability of Foot Traffic Data, July 2016 (% of respondents)

Consumer Behavior

US Smartphone Users Who Have Downloaded Pokémon Go, by Age, July 2016 (% of respondents)

Mobile Marketing Tactics

Current vs. Planned* Use of Select Mobile Marketing Tactics Among Marketing Leaders Worldwide, 2015 & 2016 (% of respondents)

Measuring Place Visitation Rates

Ways in Which US Client-Side Marketers vs. Agency Professionals Use Location Data, July 2016 (% of respondents)

US Mobile Local Ad Spending, 2015-2020 (billions)