eMarketer principal analyst at Insider Intelligence Yoram Wurmser discusses what he's paying attention to in 2021 and why: how the coronavirus changed mobile, the importance of iOS 14, and regulation's impact on location data.

Using location data has gotten harder over the past year. This report looks at how consumer privacy concerns are affecting the supply and quality of location data. It also looks at how marketers are responding.

Over the past year, marketers and consumers have become more aware of location data’s capabilities. This report looks at its growing utility and surrounding privacy concerns.

eMarketer principal analysts Mark Dolliver and Yory Wurmser and forecasting analyst at Insider Intelligence Eric Haggstrom discuss whether Uber, Lyft and Airbnb can make a comeback. They then talk about what kids are doing with their increased screen time, location data consent and how comfortable Americans are with normal, everyday activities.

Although real-time targeting based on someone’s location is still important, in many ways, it’s becoming secondary to using location data for insights into audiences, consumer journeys and offline shopping behavior. eMarketer has curated this Roundup of articles, insights and interviews to help you understand the latest trends in location intelligence.

In this Meet the Analyst Webinar, eMarketer principal analyst Yoram Wurmser discusses how location data and consumer attitudes toward its use have evolved over the past year.

Though Amazon didn’t confirm the report, a representative told NBC that it’s exploring new locations and weighing new approaches to growth. Insider Intelligence predicted last year that Amazon would pursue this approach, which could help the brand speed up delivery times in specific markets.

eMarketer principal analyst at Insider Intelligence Yoram Wurmser discusses Apple's unfathomable Q4 results and market position. He then talks about how Apple’s new privacy labels may influence the choices consumers make, Google's new mobile search redesign, and whether 2021 could see 5G smartphones fall below the $200 mark.

“Consumers appear more knowledgeable and skeptical about sharing location data, but they haven’t changed their behavior yet,” said Yory Wurmser, eMarketer principal analyst and author of our “Location Intelligence 2019” report. “Many consumers are willing to share their location data with marketers in exchange for some type of value,” he said.

“I’m in Los Angeles, and that's very different from Oklahoma or Wisconsin or parts of Texas,” said Laura Aldridge, vice president of consumer market intelligence at marketing agency RAPP. “This pandemic's been so different in different places, and new data could tell us some interesting things that could help product development.

Location data has become a valuable resource for restaurants looking to target potential customers in specific areas. This data can provide analytics and attribution for marketing strategies, with opportunities to drive performance on a more granular level, including specific times where restaurant traffic is at a lull.

Recent data privacy regulations have forced app publishers and brands to provide clear descriptions on how and what location data they collect, but many have already embraced transparency.

There are a number of future use cases for AI and how it can augment and improve a number of segmentation and personalization practices as it relates to location data. HERE Technologies shares how that can be applied and layered on with other ad tech partners and more.

Branch usage is expected to decline further in the coming years, with the proportion of US adults who visit a location at least annually falling from 66.0% in 2021 to 61.5% in 2025, per Insider Intelligence estimates. U.S. Bank’s hybrid branch model prioritizes in-person services that are more complex and effective in building customers’ trust.

The number of proximity mobile payment users in Japan is projected to hit 27 million this year, up from 24.8 million in 2020, per Insider Intelligence forecasts.

More than half of digital marketers polled by location intelligence firm Digital Element and the Location Based Marketing Association in August 2018 said that they were concerned about data exhaust, which refers to the massive data trail that users accumulate when browsing the internet. Nearly one-fifth of respondents said that they throw away at least half of the data.

Linking the places a person visits over the course of a day or a week provides a more rounded view of their interests and priorities. HERE Technologies explores the three key questions to ask when buying location data for audience segmentation.

eMarketer research analysts Man-Chung Cheung and Hirsch Chitkara and principal analyst at Insider Intelligence Yory Wurmser discuss when we'll get 5G, how the pandemic has affected its rollout, what it will make possible, the current dispute between Huawei and the US government and what 5G means for marketers.

About 85% of consumer transactions happen inside of a retail location, but most conversational commerce companies only focus on 15% of transactions that happen online. Inmar shares why marketers don’t need to limit chatbots and other one-to-one tools to just ecommerce transactions.