InSites: Location-based services are still a niche application

From Social media around the world 2011 @ slideshare.net/stevenvanbelleghem:

Location-Based Services refers to a broad range of services that are based on information about the physical location of a user and/or device.
Location-based services provide the user with information such as "Where is the nearest ATM?" or they can be push-based and deliver coupons or other marketing information to customers who are in a specific geographical area.
[...] The reach of location-based services (lbs) is limited. Only 12% is currently using lbs, mainly Facebook Places, Foursquare and Gowalla.

Important note: Facebook Places was reported discontinued on August 24, 2011. Facebook users can now add location from anywhere, regardless of what device you are using, or whether it is a status update, photo or Wall post.

More highlights regarding Location-Based Services from the report:

• People are encouraged by social media to share information, but they seem somewhat less enthusiastic to share their location. The issue is mainly due to privacy and a lack of awareness.
• Both users and non users expect brands and companies to offer local discounts wherever they go, or advise on things to do /information regarding the place they are.