Localised marketing, GDPR, digital skills: 5 killer stats to start your week

1. Consumers have mixed views on location-based marketing
Only 27% of UK smartphone users are comfortable with brands using their location data, with 48% stating they are even uncomfortable with their mobile storing data about their location.
However, despite this 43% find location-based communications helpful if it comes from a store they’ve already used, compared to 24% if there is no existing relationship.
Meanwhile, six-in-10 people (59%) believe big brands should be doing more to sup