Nielsen research - females slightly more worried about privacy of their location. How about where can you add value?
Original blog and more graphics are here
Not sure that a margin of 7% is that big or that the concerned, indifferent, no concerned are great buckets - I think this is about headlines rather than a story
Most females I know raise different issues about time delays, value, who, sharing, why etc.
It would be far better to focus on how you can add value to location?