Consumers say they are most concerned about sharing their location with people or organizations they have not specified (87%), followed by sharing their location without consent (84%), having personal information or identity stolen (84%) and overall loss of privacy (83 %), a new study by Microsoft has found.


read more hereHowever, perceptions of the risks decline while perceptions of value increase after consumers begin using location-based services. Consumers feel more comfortable if they are given control over who has their location information and how that information is used.

• · 49% would be more comfortable with location-based services if they can easily and clearly manage who sees their location information (US 55%, UK 50%, Germany 51%, Canada 36%, Japan 51%).
• · 62% say they are aware of and 38% are familiar with location-based services. 51% report having ever used a location-based service (US 50%, UK 43%, Germany 47%, Canada 59%, Japan 57%). Only 18% report using a location-based service for location sharing with other people.