The majority of consumers (74 per cent) are happy to share location data with third parties. However, most (72 per cent) believe that companies are not taking adequate steps to ensure the responsible use of location data and that further regulation is needed to ensure its responsible usage, with the under 35-age group adopting a more relaxed attitude than the over 35s.

These are two of the key findings of a consumer survey conducted on behalf of Brainstorm and the Mobile Marketing Association (MMA) by Lightspeed GMI amongst 1,000 mobile phone users.

The study reveals that while in general consumers are willing to share their location data, they are seeking reassurances that they won’t be bombarded by ads; or that there is a tangible social benefit in sharing their data, such as fighting crime or improving health care; or that there is a personal enticement such as a money-off voucher.

For those who are willing to allow location data to be collected, certain other reassurances are also important. 32 per cent want their details to remain anonymous, while 27 per cent want transparency into the proposed usage of the data and 25 per cent insist on actively opting in. There are also mixed feelings regarding who is most trusted with consumers’ location information. Whilst 43 per cent discern no difference, app providers were least likely to be trusted with the information, whilst government bodies and mobile/broadband operators were more trusted.

When probed about what concerns people had about sharing their location data; both security (34 per cent) and privacy (34 per cent) were equal main causes for concern, followed by a worry that information could be shared with third parties without their explicit permission (21 per cent). Spam and unwanted adverts (9 per cent), were perceived as a relatively minor issue.

“Whilst the survey shows that the vast majority of us clearly appreciate the personal and social benefits of sharing our location data, it’s not surprising in this post-Snowden era, that there is a demand for further reassurances and transparency surrounding the privacy of location based data,” said Brainstorm CEO, Donald Stuart. “There’s little doubt that in our data-centric world, the use of location-based data, in conjunction with other intelligence, can improve our lives in innumerable ways beyond traditional marketing promotions, including areas such as logistics, transportation, disaster warning and healthcare. Businesses and governments should be encouraged by the fact that the public largely embraces the use of this data and they must continue to find ways to prove its value to their customers and citizens, and reassure them of their appropriate stewardship of their data.”