Using global positioning systems as a marketing tool: An analysis of U.S. consumers' use and perceptions

This article explores the current and potential use of global positioning system (GPS) devices as a marketing tool from the consumers' perspective with special attention to services for travelers. Two hundred randomly-selected online consumers were surveyed about their use of, and attitudes toward, GPS. Two-thirds of the respondents used a GPS device in the last 12 months. Nonusers cite cost as the biggest reason for not using a GPS device. Results indicate that GPS devices are used as marketing tools; however, many consumers are resistant to the idea of having businesses solicit them by GPS. Cluster analysis of the data identifies four different types of GPS users.