Location based services enjoy widespread acceptance with over 70% of mobile users saying that they use location based services, but adoption has been stagnant in the past few years. In order to increase adoption and use, location based services need to ensure that they provide the user with significant value (i.e. Waze).
Below is a link to an article that provides a thorough overview of the location based services industry. It includes interesting insights around the reduced popularity of mobile check-ins, the link between local advertising and in store purchases, and strategies used to segment audiences and target consumers base on location.
Check it out.
http://www.businessinsider.com/top-local-mobile-marketing-strategies-3-2014-3
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