In 2016, we saw mobile apps become more advanced in their use of location services. The breakout success of Pokémon Go, a virtual reality game that requires users to turn on location services to play, shows how important location can be to app user engagement. With the game, players walk around real-life neighborhoods to hunt down virtual Pokémon characters on their smartphone screens – the game is even helping local shops and restaurants attract new customers off the street with certain in-app features. The requirement for this level of precision makes it clear that accurate location services are critical to the success of today’s apps.
Despite the fact that 83% of app users say location is crucial to their app experiences, more than half of location-dependent app users - such as weather and navigation - haven’t turned their location services on. This may be largely due to a few persistent myths that cause users to avoid turning location services on, even though it reduces the effectiveness of apps that rely on accurate location data.
Below are four of the most common myths and misconceptions about location services.