Location-based services (LBS) are big business. In fact, an April 2014 study by Berg Insight projects that by 2018, the LBS market will reach $3.8 billion.
Included in LBS are applications we’re familiar with: social networking, messaging, and games; mapping and navigation; and local search; as well as lower profile uses, such as site selection in the retail industry, urban planning, and traffic monitoring.
Consumer Engagement with LBS
When it comes to consumers, adoption of LBS applications is definitely on the rise. In 2010, the Pew Research Center published a study showing that less than 5% of online adults used LBS services.
But about three years later, in September 2013, a new study showed a very different number: 74% of adult smartphone users reported taking advantage of LBS applications.
In a survey conducted by Millward Brown Digital and sponsored by mBlox, nearly half of respondents said they would share location data with a trusted brand in order to receive relevant offers or discount coupons.
The infographic below breaks down some of this consumer engagement.
The time has definitely come to take notice of the possibilities available for consumer engagement with LBS.
Maponics Social Places™
Maponics offers a comprehensive geofence product for mobile marketers and advertisers: Social Places.
Maponics Social Places dataset includes geofences for locations where people live, work, play and travel, including Destination & Venue Boundaries, Shopping Boundaries and College Campus Boundaries.
High-profile brands use Maponics Social Places, including Foursquare, Urban Airship, Red Bull, and PlaceIQ.
To learn more about how to leverage Maponics’ data for LBS applications, contact us.
Category: College Campus Boundaries, Destination & Venue Boundaries, Geo Advertising, Geofencing, Industry News, Mobile Technology, Search/Local Search, Shopping Boundaries, Social Networking, Social Places, Uncategorized
Creators of location-based app Yik Yak – which allows users to post anonymous messages to any other user within a 5-mile radius, like a “virtual bulletin board” - recently took steps to curtail an unacceptable use of their social messaging platform.
Although creators Brooks Buffington and Tyler Droll marketed the app to college students, middle and high schoolers adopted it as well. Unfortunately, at some schools, these students were using Yik Yak to bully and harass other students and teachers.
“We made Yik Yak for college students, not thinking that high school or middle school students would use the app,” explains Buffington. “As soon as we became aware of the problems in high schools and middle schools we have acted as proactively as we possibly can.”
Maponics School Data Enables Geofences Around Schools
The Yik Yak team needed a way to disable the app at middle and high schools. They decided to build geofences around schools in the US and to do so proactively, even if no bullying has been reported from that location.
Geofences act as virtual perimeters around a geographic area. When people with GPS-enabled mobile devices cross these boundaries, they may receive notifications and messaging from mobile marketers and geoadvertisers, or be able to “check in” to a location on a social media platform.
In the case of Yik Yak, when students cross onto their high school campus with a surrounding geofence, they are now unable to use the app until they leave school – that is, cross back over the geofence.
To build these geofences, Yik Yak licensed Maponics school points, part of our School Boundaries product.
National Association of People Against Bullying Weighs In
When a San Clemente High School went on lockdown after a threatening Yik Yak post caused a bomb scare on campus, Anna Mendez, Executive Director of the National Association of People Against Bullying (NAPAB), contacted the app’s creators.
“I asked them to immediately disable the app at the high school but … I wanted protection for more than just our local schools,” comments Mendez. “The developer of the app, Brooks Buffington, and I spoke on a regular basis and he finally gave me the good news that, through geofencing, they would be able to shut off the app at middle schools and high schools across the country. I was thrilled.”
Anna Mendez, Executive Director of the National Association of People Against Bullying. Photo source: NAPAB
Maponics School Boundaries – Comprehensive, Accurate, Current
Yik Yak founders chose Maponics School Boundaries to build their geofences because of our extensive coverage: Maponics has mapped all the public and private schools across the U.S.
We also keep our School Boundaries product as current as possible, with continuous, rolling updates; and we source our school boundaries in-house so we can ensure the highest quality. (See the 8 reasons Maponics is the school data leader.)
Read More About Yik Yak’s School Geofences
To read more about how Yik Yak is using geofences to counter middle and high school bullying, see…