A recent study by Harris Interactive shows that despite a reasonably high demand for location-based services, GPS usage is staying relatively low, at 16% of Americans. About 26% of all existing users are getting their GPS on PDAs and laptops (we presume BlackBerrys fall somewhere between the two). Traffic direction was the largest pull to GPS services, and yet only one in six people showed any interest in getting the function on their next cellphone. So why are rates so low? Up in Canada we can safely blame the data rates for not using mapping software, but for anywhere else with unlimited data plans, most LBS providers can offer pretty nice deals for around $10/month. Usability doesn’t seem to be too much of an issue, especially with stuff like voice-based GPS functions becoming available. It could be a simple issue of public awareness; web-based mapping solutions like Google Maps have really taken care of most people’s location-based needs, and as a result maybe consumers aren’t considering alternatives.