It’s no secret that mobile apps are tracking the location of their users. In fact, users are giving them permission to do so.

Whenever you download and use a new app, you’ll get a notification that requests permission to access your location. Here’s an example of what this notification looks like on iOS devices.

You can’t even use some apps unless you share your location with them. For example, if you’re using a rideshare app like Uber or Lyft, you won’t be able to get connected with a driver unless the app knows exactly where you are.

But now location-based services are trending in a new direction. Companies that don’t need your location are still requesting it.

They are using it to improve their marketing efforts. In fact, 70% of apps share user data with third-party services.

It’s easier to target users from a marketing perspective if you know their location. For example, businesses are using geofencing to make more money.

If someone with an app downloaded to their device walks into a certain geofenced area, they’ll get a push notification from the app with some kind of promotion based on that location.

We’re going to see an increase in this type of marketing strategy in 2023.
https://mobileinfoworld.com/?p=5150