The role of location in digital life is changing.

  • 74% of smartphone owners now use their phone to get directions or other info based on their current location.
  • 30% of social media users have an account set up to include their location in posts.
  • At the same time, there is a drop in the number of smartphone owners who use “check in” location services. 12% of adult smartphone owners say they use a geosocial service to “check in” to certain locations or share their location with friends, down from 18% in early 2012.

Yet even as most smartphone owners use their phones abilities to get location-specific information, data from earlier surveys also shows that mobile users of all ages say they have turned off location-tracking features at some point due to privacy concerns:

  • As of September 2012, almost half (46%) of teen app users say they have turned off the location tracking feature on their cell phone or in an app on a phone or tablet because they were worried about other people or companies being able to access that information.
  • As of April 2012, in response to a different question, over a third (35%) of adult cell app users said they have turned off the location-tracking feature on their cell phone because they were concerned that other individuals or companies could access that information.

Read more in our new report out today: