Consumers' Attitudes Towards Location Based Services In Great Britain, France And Germany

Research commissioned by AirFlash, the premier provider of location-based development platforms for carriers and portals in conjunction with MORI and partners Demoscopie in France and INRA in Germany, has revealed the following trends amongst mobile consumers in Great Britain, France and Germany:

• French consumers are the most in favour of location-based services 59% of French consumers said they considered location-based services valuable, compared to 52% in Great Britain and 42% in Germany
• British consumers are the most likely to consider changing mobile phone operator to gain access to location-based services. Of those who said they would value location based services, 65% of British, 54% of German and 44% of French respondents said they would consider changing mobile phone operator to gain access to these services
• More German consumers rate cost as the most important factor considered when considering a new mobile operator 78% of Germans stated that cost was a factor considered when changing mobile operator compared with 67% in Great Britain and 64% in France
• Consumers in Great Britain and France want location based services to find information whereas German consumers want location based services to be able to share it 63% of Germans, that found the service valuable, rated the ability to share information with friends and make them aware of their location as the most useful application of location-based service. 52% of French and 60% of Great Britain's consumers rated the ability to find out about and locate nearby services.
• German consumers are the most in favour of location based advertising 45% of Germans said they would like to receive general information on any product or service from nearby businesses
• German consumers are willing to pay a higher price for location based services than British and French consumers 74% of German consumers would be willing to spend up to 16310.99 a month for location-based services compared to 69% of French consumers and 58% of British consumers

Note to editors

The AirFlash research was conducted in the UK, France and Germany. In Great Britain 2,041 respondents were interviewed face-to-face as part of the MORI Omnibus survey between 7 and 12 December 2000. 1,000 telephone interviews were conducted in France by Demoscopie on behalf of MORI between 4 and 16 December 2000. In Germany, 1,041 face-to-face interviews were conducted by INRA on behalf of MORI between 11 and 17 December 2000. In each country this survey was asked of a nationally representative sample of adults aged 15+.