In addition, almost a third of all mobile phone users state that they are interested in mobile ads that offer them a deal near their current locations.

"There are enormous regional variations which highlight the importance of having a targeted strategy when it comes to location based marketing," said Marc De Lange, director -- Digital Practice at TNS. "Location-based services offer marketers an unprecedented level of engagement and targeting, but it has to be done in line with how people in individual markets want to engage with brands to avoid being intrusive. Where brands get it right, we have seen significant rewards in terms of brand engagement, loyalty and sales."