Fully 59 percent of smart phone users who use mobile apps say they are concerned about location information privacy, says Nielsen. About 52 percent of male users also say they are concerned about the privacy issues of location data. More and more mobile applications allow consumers to share information about where they are by voluntarily “checking in” to a location or by having their GPS-enabled smartphone automatically transmit that information via the app. Some marketers reward consumers for sharing their location with loyalty points, discount coupons for nearby businesses, or other promotional “badges” and benefits.
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