Privacy has been identified as a key consideration for consumers and may tempt many to trade in their mobile phones.
The latest research by the Nielsen Company found location-aware technology, which allows users to show contacts where they are in the world, is not a hit with everybody.
Although some companies are awarding loyalty points and discounts to those who reveal they are using their services, it comes at the expense of privacy.
Women are said to be particularly concerned by the issue of secrecy, with 59 per cent admitting they think about the potential downfalls of sharing information via mobiles.
The study concluded older users are also more likely to be worried, with people over 45 found to be most troubled by privacy factors.
In other mobile news, Spencer Parker, group product manager at Websense, recently suggested accessing Facebook via phones is now far more acceptable in the business world.
Posted by Samantha Green