According to the UnivDatos, as per their “Location-Based Services Market” report, the global Market was valued at USD 36,976.27 million in 2024, growing at a CAGR of about 18.96% during the forecast period from 2025 - 2033 to reach USD million by 2033.

Location-based service is a software service for mobile devices and smartphones. These applications and devices use the customer's live location and make decisions according to the generated geo-data based on the user's location. Additionally, many companies, such as food delivery companies like Swiggy, Zomato, and Uber Eats, use LBS to track the user location and match the delivery agent and customer location. Navigation services such as Google Maps and Azure Maps also use LBSs. Google Map communicate with satellite signals using GPS and generates data. Further, using a variety of GPS data, it then creates an imaginary map. Google Maps also tracks traffic conditions and provides updates, reducing the time for users. Additionally, people can use location-specific information based on their current destination or locality. Many big companies are increasing the use of proximity services. Companies use technologies such as Bluetooth location, Wi-Fi location, or geodata to identify consumer location or surroundings, and based on that, they send personalized messages, offers, coupons, notifications, or advertisements to their smartphones after tracking their location or surroundings, which can help them make informed decisions.

Latest Trends in the Location-Based Services Market

Increased Use of Proximity Services

Among the major trends in the Location-Based Service market, the increased use of proximity services is the most prominent one. Proximity services are part of a location-based experience that occurs when a user, a device, or an object approaches a specific place or object. They are based on Bluetooth Low Energy Beacons, NFC, Wi-Fi, UWB, and small area geofences to identify proximity with great precision. Some common applications are retail offers, check-in without a line, indoor navigation, asset tracking, social discovery, and safety alerts. Proximity services increase engagement and efficiency and are only possible through timing and place, whereas privacy, consent, and on-device processing are fundamental design imperatives today. Companies use location-based services to send personalized notifications, offers, and discounts to customer’s devices when they are near a specific spot. Proximity services depend on Wi-Fi, GPS, and Bluetooth networks to find when the customer is near a specific store, mall, or restaurant. For example, retail stores such as Big Bazar use proximity service to send offers or discounts to the user’s device when they are inside or near the store. Additionally, the airport provides updates to passengers regarding gate changes or boarding when they are near a particular terminal using proximity services. Hence, proximity services allow companies to send notifications and messages at the right time and place, improving sales and customer engagement.

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The U.S. Leads the Location-Based Services Market

The strong growth of the U.S. location-based services market is backed by a number of unique, nationally focused factors. First, high smartphone penetration (projected mobile connections will reach 91% by 2028) creates a huge user base for location-based mapping, navigation, and proximity services. At the same time, the national deployment of 5G for more than 300 million Americans improves precision and speed to the point where real-time and high-bandwidth LBS applications are possible. Indoor positioning and outdoor positioning technologies are being adopted by a range of vertical sectors, with demands for real-time visibility of operations driving them (especially across logistics, healthcare, and retail). In addition, federal efforts such as the FTA's standardized GTFS datasets are increasing the available capabilities for multimodal transit planning and analytics beyond basic navigation. Progress in spatial analytic tools, such as CARTO GenAI and Oracle Spatial AI, is reducing information technology entry barriers by allowing natural-language access to geospatial data. Finally, market practices are evolving to conform to the changing privacy expectations of the public, evidenced by the passage of the California Location Privacy Act (AB 1355) and future state data sovereignty legislation, which places emphasis on privacy-by-design architectures and fluid and flexible consent workflows.

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The Rise of Proximity Services and the U.S. Dominance Shapes the Future of Global Location-Based Services

The burgeoning adoption of the latest technologies and customer interaction has positively shaped the location-based services. The increased use of proximity services is one of the key trends in location-based services. Companies use various networks, such as Bluetooth, Wi-Fi, or GPS, to determine users' locations and send them targeted messages, discounts, and offers. For instance, the U.S. dominates the market since it has advanced infrastructure and was one of the first to use new technologies. Large use of smart devices, strong 5G network, and projects initiated by the government, such as “Smart City Challenges,” further strengthen its position. Moreover, investment in innovation and technology, such as AI, ML, and data security, ensures that it continues to dominate the market. Thus, with an increase in proximity services and U.S. dominance, it is evident that LBS are an important part of shaping the future of worldwide connectivity and smart services.

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