New study reveals more than 180 location-based services in Germany
Berlin, 19 November 2013. A recent study commissioned by the Bavarian Regulatory Authority for Commercial Broadcasting (BLM) and carried out by strategy consultant Goldmedia has found that location-based services in Germany are providing a wide variety of offers, have an increasing user base and are also likely to experience high rates of growth.
At the end of 2012, there were 181 location-based services (LBS) providers in Germany. That number is expected to increase, with experts predicting that almost every app will incorporate an LBS function in the future. One in four Germans are already using a service of this kind.
LBS development: Social apps dominate the LBS market in Germany
The first LBS services were launched in Germany in 2005 – a time when there were fewer than 10 services in total. The product range has increased dramatically since then. Applications are now available in almost every field, including navigation, traffic, car sharing, taxi booking, augmented reality, sports, hospitality, tourism, gaming and couponing. With a share of 12 percent, social apps like Friendticker, meetOne and F1eld dominate the German LBS market.
LBS use: German smartphone users have concerns about revealing their location
According to the Working Group for Online Media Research (AGOF) e.V., 37 percent of German mobile Internet users utilize location-based services at least once a day. The most common services, used by 56 percent of LBS users, are location-based navigation services (TNS, Mobile Life Study 2012). Offers advertised by local shops and service providers are also very attractive. In addition, LBS apps (or apps with an LBS function) are the most popular apps among smartphone owners. According to Goldmedia’s Mobile Monitor 2012, one third of the 24 most-used apps contain locating functions such as Facebook or Facebook Places, eBay or Google Maps.
Nevertheless, German users are wary of using LBS services, and the fear of data abuse is inhibiting the growth of location-based services in Germany more than in other markets.
Chart: Share of LBS providers in Germany (as of 1/2013)
Source: “Location Based Services in Germany 2013”, BLM – Goldmedia
Data for this press release have been taken from the study: “Location-based Services 2013 in Germany. Short report”. The analysis was conducted from November 2012 to February 2013 by Goldmedia on behalf of the Bavarian Regulatory Authority for Commercial Broadcasting (BLM). The study was based on extensive desk research and expert interviews with service providers and industry representatives.
About Goldmedia GmbH
Goldmedia GmbH has provided national and international clients with high-quality consulting and research services in the fields of media, entertainment and telecommunications since 1998. Goldmedia offers: in-depth analyses of markets and competitors; forecasts and strategic consulting services; the implementation of new business models; and consulting for restructuring whole companies, including M&A processes in the field of corporate finance. Goldmedia Group: Goldmedia GmbH Strategy Consulting, Goldmedia Marketing GmbH, Goldmedia Custom Research GmbH, Goldmedia Political & Staff Advising GmbH, Goldmedia Consulting GmbH and Goldmedia Analytics GmbH. The company’s head office is in Berlin, Germany. More information at: www.Goldmedia.com