While more than half of U.S. consumers are receptive to ad-subsidized local mobile search, only 25 percent would consider paying for the service, according to a new report issued by market intelligence firm IDC and sponsored by wireless location solutions provider TruePosition. According to IDC, local search is "the LBS low-hanging fruit," assuming operators can agree on an advertising-based model. Navigation tools are also appealing to consumers, who cited services in dense metropolitan areas as the most important navigation function, followed by nationwide services and re-routing.

Survey respondents added that security is the critical factor in mobile social networking, saying they are unlikely to subscribe unless service accessibility is limited to authorized users and safeguards to keep out strangers are in place. In addition, 35 percent of parents said they are likely or very likely to sign up for child locator services within the next month. Customers said it is vital that location-based services perform at optimal levels--a majority insist that services must work in a variety of environments (outdoors, indoors and in vehicles), within sub-50 meter accuracy, and under a 15 second response time.

For more on the LBS report:
- read this release [1]

Related articles:
Trend: Mobile web use dominated by local search [2]
Nokia acquires Navteq [3] for $8.1 billion
Sprint, Microsoft intro location-aware mobile search [4]