People collect location for a lot of reasons - localizing content, planning local advertising purchases, selling in-app advertising to agencies who want to buy

People collect location for a lot of reasons - localizing content, planning local advertising purchases, selling in-app advertising to agencies who want to buy access to a particular audience, etc. Sometimes developers just want to understand where their users are coming from out of curiosity. Usually country and state fulfills the above purposes just fine. I've seen GPS coordinates sent off the device and then converted to country / state before the coordinates were discarded - that's how Pinch Media used to do it. Flurry typically just works with IP address, but when GPS is used, it does the rounding off on the device first so the only thing we're sent is already inaccurate.