Who uses location-based marketing?

Location-based marketing is growing in popularity in Australia among both customers and business.

Customers who use location-based services

Location-based marketing relies heavily on the internet access and GPS services of smartphones. Every smartphone owner is a potential customer for location-based marketing.


In 2018, Yelp reported having:

  • 163 million reviews on its network
  • 74 million monthly desktop unique visitors
  • 72 million monthly unique mobile visitors
  • 32 million monthly unique app visitors.


In the 12 months to March 2016, Roy Morgan reported that 1.046 million Australians aged 14 and over visited the Zomato website in an average 4 week period.


In 2018, Facebook reported on average 1.47 billion people used the platform each day. Read more about who uses Facebook.

Businesses who use location-based services

The number of businesses using location-based marketing is relatively small, but growing.

A 2018 Sensis survey found that around 47% of Australia's small and 49% of medium-sized businesses had a social media presence, with Facebook the most popular choice.

Businesses using location-based marketing range from restaurants, cafes and hotels to clothing stores, other retailers, and tourism operators. Even businesses that don't have a 'bricks and mortar' physical presence can use location-based marketing. For example, the United States History Channel uses location-based marketing to promote its brand by providing visitor information at various historical sites.

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