LBS Trends in Great Britain, France, & Germany

In January 2001, AirFlash conducted this market research study 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 e-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+.

• 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 £10.99 a month for location-based services compared to 69% of French consumers and 58% of British consumers