세계 위치 기반 서비스(LBS) 시장 규모는 2024년 467억 달러에 달했습니다. 향후 IMARC Group은 2033년에는 1,870억 달러에 달해 2025년부터 2033년까지 15.84%의 연평균 성장률(CAGR)을 기록할 것으로 예측하고 있습니다. 스마트폰과 태블릿의 사용 확대, 실시간 데이터 및 분석의 채택 확대, 다양한 주거지역 및 비주거지역에서 경고 전송을 위한 지오펜싱의 보급 확대 등이 시장을 견인하는 주요 요인으로 작용할 것으로 보입니다.
위치 기반 서비스는 지리적 데이터와 정보를 이용하여 사용자의 위치에 기반한 서비스를 제공하는 소프트웨어 애플리케이션을 말합니다. 정보, 오락, 효율성, 안전을 위한 서비스 등 다양한 형태로 제공되고 있으며, LBS는 내비게이션을 지원하여 도보든 차량이든 사용자에게 정확한 실시간 길 안내를 제공합니다. 위치 확인된 날씨 업데이트, 주변 식당, 호텔, 랜드마크 추천, 소셜 네트워킹 플랫폼을 통한 친구나 가족의 위치 확인 등에 활용됩니다. 또한, 긴급 상황 시 자산 추적 및 관리, 미아 및 위험에 처한 사람 발견 등에도 활용되고 있습니다.
현재 LBS는 정확하고 효과적이며 특정 요구에 따라 개인화할 수 있기 때문에 LBS에 대한 수요가 증가함에 따라 시장 성장을 주도하고 있습니다. 이와 더불어, 푸시 알림, 알림, 인터랙티브 컨텐츠를 통해 실시간으로 고객과 소통하기 위해 LBS를 사용하는 기업이 증가하고 있는 것도 시장 성장에 기여하고 있습니다. 또한, 소셜 미디어 게시물, 사진, 리뷰에 위치 정보를 추가하여 다른 사람들에게 보다 몰입감 있고 유익한 소셜 경험을 제공하는 LBS의 채택이 증가하고 있으며, 이는 시장 전망을 긍정적으로 만들고 있습니다. 이와는 별도로, 다양한 주거지역과 비주거지역에서 배송이 가까워지면 경고를 보내거나 작업장 내 직원의 움직임을 모니터링하는 지오펜싱의 인기가 높아지면서 시장 성장을 뒷받침하고 있습니다.
스마트폰의 대중화
스마트폰은 전 세계적으로 기술에 대한 접근성을 높이고 있습니다. 스마트폰은 많은 인구가 LBS에 접근할 수 있는 플랫폼을 제공하고 시장을 확대시키고 있습니다. 스마트폰에는 고정밀 세계 포지셔닝 시스템(GPS)이 탑재되어 있습니다. 이러한 정확도 향상은 위치 기반 서비스에 도움이 되며, 사용자 경험을 향상시키고 전체 서비스 품질을 향상시킵니다. 이와는 별도로 스마트폰은 방대한 양의 위치 정보를 생성합니다. 이 데이터는 LBS를 제공하는 기업에게 귀중한 데이터로, 서비스를 개선하고, 마케팅을 보다 효과적으로 타겟팅하고, 사용자의 행동을 자세히 파악할 수 있습니다. 또한, 스마트폰은 추천 알고리즘을 분석하여 LBS를 통해 개인화된 경험을 추가할 수 있습니다.
위치 기반 마케팅 도입 증가
현재 위치정보 마케팅은 정확하고 타겟팅된 광고가 가능하기 때문에 점점 더 많이 채택되고 있습니다. 기업은 특정 지역의 타겟 고객에게 접근하거나 고객의 위치에 따라 마케팅 메시지를 조정할 수 있습니다. 이러한 정확도는 마케팅 캠페인의 효과를 높이고, 고급 LBS에 대한 수요를 촉진하고 있습니다. 또한, 위치 기반 마케팅은 마케팅 메시지가 고객의 위치에 맞게 조정되기 때문에 전환율이 높아지고, 결과적으로 고객의 니즈와 관심도도 높아집니다. 이러한 효과로 인해 LBS는 기업에게 더 많은 가치를 제공하며, 이러한 서비스를 제공하는 공급자에게는 더 높은 수익으로 이어집니다. 또한, LBS는 소비자가 자주 방문하는 장소와 이동 패턴 등 소비자 행동에 대한 귀중한 인사이트를 제공할 수 있습니다. 이러한 인사이트는 마케팅 전략에 반영되어 캠페인의 성공으로 이어지기 때문에 LBS는 많은 기업들에게 필수적인 도구가 되고 있습니다.
실시간 데이터 및 분석에 대한 수요 증가
실시간 위치정보 데이터와 분석은 소매, 물류, 헬스케어 등 다양한 분야의 의사결정 능력을 향상시킵니다. 업무 효율성과 전략 수립을 강화하는 데 있어 정확한 실시간 데이터의 가치가 기업들에게 인식되면서 LBS에 대한 수요가 증가하고 있습니다. 실시간 데이터를 통해 기업은 고객의 위치에 따라 개인화된 서비스를 제공할 수 있습니다. 실시간 제안 제공, 배송 경로의 동적 최적화 지원, 주변 서비스 제안 등 고객 경험을 향상시켜 LBS에 대한 수요를 증가시키고 있습니다. 또한, 긴급 대응 담당자는 실시간 위치 정보를 활용하여 도움이 필요한 사람들에게 연락을 취할 수 있습니다. 이 때문에 공공안전 및 의료 분야에서 LBS의 채택이 증가하고 있습니다. 또한, 실시간 추적은 더 나은 자원 관리, 빠른 대응 시간, 더 효율적인 운영을 가능하게 합니다.
The global location-based services (LBS) market size reached USD 46.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 187.0 Billion by 2033, exhibiting a growth rate (CAGR) of 15.84% during 2025-2033. The growing utilization of smartphones and tablets, rising adoption of real-time data and analysis, and increasing popularity of geofencing in various residential and non-residential areas for sending alerts are some of the major factors propelling the market.
Location-based services (LBS) refer to software applications that use geographic data and information to provide services based on user location. They are available in several forms, including services for information, entertainment, efficiency, and safety. They aid in navigation, providing users with accurate and real-time directions, whether on foot or in vehicles. They are used for location-specific weather updates, recommendations for nearby restaurants, hotels, or landmarks, and locating friends or family members through social networking platforms. They are also employed in emergencies for asset tracking and management or finding people who are lost or in danger.
At present, the increasing demand for LBS, as they are accurate, effective, and can be personalized according to specific needs, is impelling the growth of the market. Besides this, the rising utilization of LBS by businesses to engage with customers in real time through push notifications, alerts, or interactive content is contributing to the growth of the market. In addition, the growing employment of LBS to add location information to social media posts, photos, and reviews, creating a more immersive and informative social experience for others, is offering a favorable market outlook. Apart from this, the increasing popularity of geofencing in various residential and non-residential areas for sending alerts when delivery is nearby or monitoring the movements of employees within a work site is supporting the growth of the market.
Rising utilization of smartphones
Smartphones are increasing access to technology on a global scale. They provide a platform through which a large portion of the population can access LBS, thereby expanding the market. Smartphones are equipped with highly accurate global positioning system (GPS) systems. This increased accuracy is beneficial for location-based services, enhancing the user experience, and the overall quality of the service. Apart from this, smartphones generate a huge amount of location data. This data is valuable for businesses that offer LBS, as it allows them to refine their services, target their marketing more effectively, and understand user behavior in detail. Furthermore, smartphones add a more personalized experience with LBS by analyzing recommendation algorithms.
Increasing adoption of location-based marketing
At present, there is an increase in the adoption of location-based marketing as it is accurate and allows for highly targeted advertising. Businesses can reach out to targeted customers in a specific geographical area or tailor their marketing messages based on the location of the customer. This precision increases the effectiveness of marketing campaigns and drives demand for sophisticated LBS. Location-based marketing also results in higher conversion rates, as marketing messages are tailored to the locations of customers and, consequently, their likely needs and interests. This effectiveness makes LBS more valuable to businesses and leads to higher revenues for providers of these services. Moreover, LBS can provide valuable insights into consumer behavior, such as the locations they frequently visit and their movement patterns. These insights inform marketing strategies and lead to more successful campaigns, making LBS an essential tool for many businesses.
Growing demand for real-time data and analysis
Real-time location data and analysis improve decision-making capabilities in various sectors, including retail, logistics, healthcare, and more. This is driving demand for LBS as businesses recognize the value of accurate, real-time data in enhancing operational efficiency and strategic planning. With real-time data, businesses can offer personalized services to their customers based on their location. This includes providing real-time offers, supporting dynamic route optimization for deliveries, or suggesting nearby services, which enhance the customer experience and thereby increasing the demand for LBS. Moreover, emergency responders can use real-time location data to reach people in need. This is driving the adoption of LBS in the public safety and health sectors. Furthermore, real-time tracking allows for better resource management, quicker response times, and more efficient operations.
Hardware dominates the market
Hardware is a fundamental cornerstone in the realm of location-based services (LBS), underpinning the seamless and accurate delivery of geographically relevant information to users. LBS relies on the global positioning system (GPS) receivers, omnipresent in smartphones, tablets, and wearables, deftly harnessing satellite signals to pinpoint the precise geographic coordinates of devices. Complementing this, cellular and wireless fidelity (Wi-Fi) radios enable communication with nearby towers and access points, supporting techniques like triangulation and Wi-Fi fingerprinting to further refine location determination. Bluetooth technology also plays a pivotal role, facilitating proximity-based interactions by detecting nearby beacons and other Bluetooth-enabled devices. Additionally, near-field communication (NFC) provides contactless engagement with location-specific services through the detection of NFC tags or devices.
Assisted GPS (A-GPS) holds the largest share of the market
Assisted GPS (A-GPS) is a location-based technology that improves the speed and accuracy of global positioning system (GPS) receivers in mobile devices. A-GPS-capable devices download assistance data from a network server. This data includes information about the location of nearby satellites, the expected Doppler shifts of their signals, and the precise time the signals were transmitted. By having this information readily available, the GPS receiver can dramatically reduce the search space and acquire satellite signals much faster. A-GPS-enabled devices use cellular networks or internet connections to download the assistance data and communicate with A-GPS servers. This additional connectivity allows the device to retrieve the necessary data quickly and efficiently.
Outdoor holds the biggest share of the market
Outdoor location-based services (LBS) refer to a category of location-aware applications and services that utilize the geographic position of a user in outdoor environments to deliver relevant information, content, or experiences. These services take advantage of technologies, such as global positioning system (GPS), cellular networks, and other outdoor positioning methods to determine the location of the user accurately. Outdoor LBS offers a wide range of applications and benefits, enhancing navigation, social interactions, marketing, tourism, and more. These services are immensely valuable for travelers, commuters, and tourists exploring unfamiliar areas. Outdoor LBS are utilized in fitness apps to track routes, distances, and activities during outdoor exercises like running, hiking, or cycling.
Navigation services hold the maximum share in the market
Navigation services encompass a diverse array of location-based applications and technologies designed to guide users from one point to another efficiently and accurately. These services leverage cutting-edge technologies, such as global positioning system (GPS), geographic information systems (GIS), and real-time data to provide turn-by-turn directions, route optimization, and other valuable information for travelers, commuters, and outdoor enthusiasts. For urban dwellers and travelers, navigation services are becoming an indispensable tool, facilitating seamless commutes and explorations. GPS-enabled map applications, integrated into smartphones and car navigation systems, empower users with real-time visual representations of their surroundings and deliver step-by-step directions to their chosen destination. These applications account for traffic conditions, road closures, and accidents, dynamically adjusting routes to ensure the fastest and most efficient journey.
Transportation and logistics hold the biggest share in the market
Transportation and logistics heavily rely on location-based services (LBS) to streamline operations, optimize routes, and enhance overall efficiency. LBS provides real-time location data and valuable insights, enabling transportation and logistics companies to make informed decisions and deliver better services. It also enables better route planning, reducing idle time and fuel consumption, leading to cost savings and environmental benefits. LBS enables the creation of geofences and virtual boundaries around specific locations. Logistics companies can use geofencing to trigger automated actions when a vehicle enters or exits a designated area. LBS also aids in optimizing last-mile routes, ensuring packages are delivered efficiently to the correct addresses.
Asia Pacific exhibits a clear dominance, accounting for the largest location-based services (LBS) market share
The report has also provided a comprehensive analysis of all the major regional markets, which includes North America (the United States and Canada); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and Others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and Others); Latin America (Brazil, Mexico, and Others); and the Middle East and Africa. According to the report, Asia Pacific represented the largest market.
Asia Pacific held the biggest market share due to the rising number of e-commerce platforms offering ride-hailing, food delivery, and grocery delivery. Besides this, increasing advancements in mobile and location-based technologies are supporting the growth of the market. Apart from this, the increasing popularity of mobile advertising and marketing among businesses to offer personalized promotions and advertisements, leading to increased engagement and revenue, is contributing to the growth of the market in the region.
North America is estimated to expand further in this domain due to the increasing utilization of social networking and location-sharing applications. Besides this, the improvement in GPS accuracy and availability of faster networks is bolstering the market growth.
Key market players are investing in research operations to stay at the forefront of LBS technology. They are also working on improving location accuracy, optimizing algorithms, and enhancing user experience. Top companies are expanding their geographic coverage by increasing the availability of their services in more regions and countries. They are leveraging location data and user preferences to offer customized recommendations, targeted advertising, and location-based notifications. Leading companies are strengthening their data protection measures to gain the trust of users and comply with relevant regulations. They are also collaborating with other businesses, such as e-commerce platforms, ride-hailing services, and social media networks, to create synergistic services and expand their user base.