Data protection questions raised over location analytics

27 July 2011

Posted by Samuel Couratin

Recent questions have been asked about the security of information and privacy relating to the use of location-based services (LBS) and advertising (LBA).

This is according to ABI Research, which has published new figures on the use of such technology, with Senior Analyst at the company, Patrick Connolly, stating the debate on such analytics is likely to be temporary, with increasing use of such solutions in the future.

The company has noted that privacy legislation could be brought to bear to ensure data protection in the LBS and LBA market after concerns were raised over the use of mobile devices' locations by Apple and other companies.

However, it also revealed there has been a sharp increase in usage by firms, with the location analytics sector expected to expand by 2016 to be worth $9 billion, providing "new services and more effective advertising" to consumers.

In related news, a recent survey by TRUSTe found that 94 per cent of individuals polled feel that internet privacy is a key issue, with the company claiming more needs to be done to increase consumer trust and understanding relating to online behavioural advertising.

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