I just received news from VCS about a new study that finds location-based marketing is increasingly popular among both Mars & Venus - just not in the same age groups.

Indeed, a new Harris Interactive study finds younger men are into LBM - as are women over 35.

Those women are into it for specific retail categories (perhaps like clothing), while younger men are less so; presumably giving more deference to experience-based offers around clubs, bars, restaurants and gadgets.

And 27% of over 2,000 consumers surveyed say such marketing alerts have impacted their decision to buy products in physical retail locations.

Personally, I look at such data with a some healthy skepticism. I think LBM is going to see massive growth over the next 18 to 24 months. It's just that I think receiving offers from 90 different retailers as you make your way down the street is ultimately going to get a little old with consumers. I could see how activating offers as you walk in a store will work better - a kind of updated checkin. But better offers and more useful services will need to be attached to such things - perhaps in apps - for consumers to really cotton to them.

Either way, who would have expected such differences in Mars' & Venus' May-September interest in location?