Consumers use location-based services on mobile devices partly because of the convenience such services offer. In a March 2012 poll of U.S. mobile app users by ISACA, the company found that 58% of smart phone owners used location-based apps, compared with 15% who had not. The tradeoff to this convenience are the concerns that arise regarding security and privacy issues when using portable devices. More than half of the responders thought that there was a good balance between the benefits offered by location-based services and the risks in using them. However, 20% felt the risks outweighed any benefits, and it is to these users that brands must demonstrate that privacy concerns are being addressed, especially if they plan to ramp up mcommerce and geolocation efforts in the near future.

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