FastCompany Magazine

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You can’t download an app these days without it asking for your location—and not just on check-in services like Foursquare and Gowalla. Google Maps, Instagram, Twitter,  Square, MenuPages, Shazam—they all want to know exactly where you are  whenever you’re using the app. Heck, services like Google Latitude won’t  even let you decline to share your location—it’ll just put you through  an endless cycle of notifications, almost demanding you to accept its  terms.
Perhaps that’s why location sharing has become such a huge concern for  users, who worry they’re giving out too much data via their GPS-enabled  smartphones. According to a report out today by Nielsen, a whopping 59% of females and 52% of males have privacy concerns when it comes to location-based services.

Will marketers ever be able to earn our trust?

You can’t download an app these days without it asking for your location—and not just on check-in services like Foursquare and Gowalla. Google Maps, Instagram, Twitter, Square, MenuPages, Shazam—they all want to know exactly where you are whenever you’re using the app. Heck, services like Google Latitude won’t even let you decline to share your location—it’ll just put you through an endless cycle of notifications, almost demanding you to accept its terms.

Perhaps that’s why location sharing has become such a huge concern for users, who worry they’re giving out too much data via their GPS-enabled smartphones. According to a report out today by Nielsen, a whopping 59% of females and 52% of males have privacy concerns when it comes to location-based services.

Will marketers ever be able to earn our trust?