Table of Contents
　　Executive Summary
　　Introduction
　　Survey Demographics
　　Survey Results
　　　　oCharacteristics of Existing Users
　　　　oPotential User Interest in Mobile Location-Based Services
　　　　　　Overall Interest Level
　　　　　　Interest in Nine Mobile LBS Applications
　　　　oPotential User Usage Behavior for Mobile LBS
　　　　　　Acceptable Location Accuracy
　　　　　　Acceptable Monthly Payments for Mobile LBS
　　　　　　Willingness to Buy a GPS Phone
　　　　　　Preferred Service Model for Navigation
　　Conclusions
　　Methodology
　　Related In-Stat Reports

List of Tables
　　Table 1. Profile of Existing Users of Mobile LBS
　　Table 2. Comparison between Existing Users and Potential Users, by Age
　　Table 3. Comparison between Existing Users and Potential Users, by Occupation
　　Table 4. Comparison between Existing Users and Potential Users, by Income

List of Figures
　　Figure 1. Age of Respondents
　　Figure 2. Occupation of Respondents
　　Figure 3. Personal Monthly Income of Respondents
　　Figure 4. Respondents’ Monthly Spending on Value-added Services
　　Figure 5. Wireless Service Brand of Respondents
　　Figure 6. Respondents’ Service Brand, by Monthly Mobile Value-added Services Spending
　　Figure 7. Respondents’ Attitude to New Technology
　　Figure 8. Have You Used Mobile Location-based Services?
　　Figure 9. Respondents’ Usage of Mobile LBS, by Attitude to New Technology
　　Figure 10. Why Don’t You Use Mobile Location-based Services?
　　Figure 11. Respondents’ Interest in Mobile LBS
　　Figure 12. Respondents’ Interest in Mobile LBS, by Age
　　Figure 13. Respondents’ Interest in Mobile LBS, by Occupation
　　Figure 14. Respondents’ Interest in Mobile LBS, by Monthly Income
　　Figure 15. Which Applications of Mobile LBS Are You Interested in?
　　Figure 16. Acceptable Locating Accuracy
　　Figure 17. Acceptable Monthly Payments (US$)
　　Figure 18. Will You Buy a Mobile Phone with GPS Function?
　　Figure 19. How Much are You Willing to Pay for a Mobile Phone with GPS Function? (US$)
　　Figure 20. Which Service Model of Navigation Would You Prefer to Use?
　　Figure 21. Respondents’ Preferred Service Model, by Attitude toward New Technology
　　Figure 22. Acceptable Payments for GPS Phone, by Preferred Service Model