Personalized Deals and Privacy Important for Location-Based Shopping 61

Consumers want location-based mobile shopping applications to offer them value which makes it worth spending their time using them, and they want applications to keep their personal and financial data secure. In order for location-based mobile shopping applications to provide more a relevant experience, they must personalize the service they offer by learning the user’s interests, behaviors and preferences. The social aspect is important to consider when designing for these services, as users want to be able to share their check-ins with friends, as well as discovering what friends are doing. However, the sharing of a user’s location should be optional, as not all users want to share with others. Users need to be given full control over their privacy settings and be able to easily adjust these to the level that they prefer.

1 Executive Summary
2 Introduction & Methodology
2.1 Methodology
2.1.1 Quantitative Survey
2.1.2 Individual Interviews
2.1.3 Focus Groups
3 Consumer Shopping Behaviors
4 Location-Based Shopping Applications: User Behaviors
4.1 Privacy Issues Related to Location-Based Mobile Shopping Applications
5 Exploring the Experience of Major Shopping Apps
5.1 Yelp
5.2 Foursquare
5.3 Facebook
5.4 Shopkick
6 Motivations to Use Location-Based Shopping Services
6.1 Trust
6.2 High Value
6.3 Enhanced Sharing Experience
7 Barriers to Use
7.1 Not Relevant / Low Value
7.2 Privacy Concerns
8 Conclusion
9 Analyst Contacts