For me I use Maps quite a lot and I think people in the US are quite comfortable using GPS to direct them. However, people here seem to be extremely paranoid about revealing their location to anyone through services like Contacts on Ovi.

However I think this will change as people are more exposed to it and see practical applications to using the services. Convenience and practicality will trump the paranoia of allowing people to know where you are. Having good PR and marketing LBS to a wide audience will be key.

First, people need to know these applications exist. And then the media coverage needs to be reinforced by real people using them. So when LBS are developed faster, it will excellerate public awareness and acceptance.