A recent Localytics survey of 1000 mobile app users explored app-related attitudes and usage behaviors. According to the study, “36% want the app to know their location, and factor that into content displayed in the app or marketing messages sent.”

Respondents said they wanted apps to be able to “seamlessly connect with my online and real-world experiences.” Tied for second on the list was the desire that the app “present content that is personalized to my preferences/needs/location.” In both instances location data are critical for success.

Surveys consistently reveal that user location is a sensitive piece of data. However consumers are willing to disclose or share location when they understand how it’s being used (e.g., by a mapping app for directions) or when there’s a value exchange (e.g., opt in to receive an offer).

Location data offers publishers and developers an opportunity to not only target relevant users but also as a means of improving the overall customer experience.