Location, location, location, they tell us, is all important. Online it’s becoming increasingly pervasive with growth in smartphone take-up driving the development of location-based social networks. In the UK alone there are 11 million smartphone owners according to research outfit Comscore.
Why is it important to know your location when on the Internet? Well, if brands can tell where we are, as we are going to and from locations of interest, they can tailor their content and promotions accordingly.