NEW YORK-- JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found an emerging opportunity for tracking applications among two distinct segments of mobile phone users.

Outlined in a new report “Location-Based Services: Where Are You?,” 42 percent of parents with children under age 13 are especially interested and willing to pay for services that allow them to track their child’s location. And 26 percent of cell phone owners between the ages of 18 to 24 want mobile social networking applications based on their friends’ locations.

In contrast, use of available mobile applications to aid in more traditional navigation remains low, with less than three percent of cell phone users reporting routine use of maps or turn-by-turn directions in their travels.

“Regardless of the fact that a small number of children under the age of 13 actually have mobile phones, the number of parents who are willing to pay for tracking services is significant,” explained Julie Ask, Vice President and Research Director at JupiterResearch. “It provides a prime opportunity for mobile service providers to perfect the service, prompting parents to add their children to existing plans.”

The report finds that over time consumers are becoming increasingly aware of and interested in more sophisticated mobile services. Carriers should support this trend with ongoing education to enable them to capitalize on the opportunity to sell such services to a growing base of consumers.

“There is a clear opportunity for carriers to take advantage of their unique access to user location information as the basis for new services and revenue streams,” said David Schatsky, President of JupiterResearch. ”Consumer behavior suggests that they will go where they can find the best and most complete service. Carriers should evolve beyond what they have traditionally had to offer and create the scenario where they are viewed as a one-stop shop.”

The complete findings of this report are immediately available to JupiterResearch clients online at www.jupiterresearch.com. For details on JupiterResearch's methodology, visit www.jupiterresearch.com/bin/item.pl/methodology or email to request a detailed methodology statement. For additional information on this report or JupiterResearch's Wireless research service, visit www.jupiterresearch.com or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or

About JupiterResearch

JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit www.jupiterresearch.com.