NJ TRANSIT customers can use a smartphone application (“app”) to purchase tickets and access transit information. Most smartphones are equipped with technology that can determine the user’s location; however, this feature is currently used in a limited capacity in NJ TRANSIT’s app. By knowing a customer’s location, NJ TRANSIT could potentially provide customized information directly to passengers based on their location, which is referred to as geotargeting. The objective of this research project is to assess NJ TRANSIT passengers’ receptiveness to geotargeting in NJ TRANSIT’s mobile app.