Location-based services are becoming increasingly popular, with 60% of people in the US and UK aware of them. 46% of people who receive location-based mobile ads take action such as visiting the advertised store. 40% of smartphone users have used location-based mobile coupons. Retailers are engaging with consumers through location-targeted mobile ads and coupons to drive customers to their stores, with redemption rates up to 7% for some campaigns. Companies are using location-based advertising networks to distribute mobile coupons and ads to publishers, developers and consumers to promote their businesses locally.