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.

Yelp

In 2017, Yelp reported having:

  • 127 million reviews on its network
  • 84 million monthly desktop unique visitors
  • 73 million monthly unique mobile visitors
  • 26 million monthly unique app visitors.

Zomato

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.

Facebook

In 2017, Facebook reported on average 1.28 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 2016 Sensis survey found that around 48% of Australia's small and 54% 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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