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The general objective of this study was to gain detailed information on how Brazilians are using the many features of their smartphones according to their own accounts. Among these features, of particular interest were the ways in which they react to and deal with the novelty presented by location awareness, especially in LBSN applications. A qualitative research guided by the Underlying Discourse Unveiling Method (UDUM) was carried out. Fifteen knowledgeable users of digital technologies ageddoi:10.1590/1982-43272457201414 fatcat:uc6kbhl2ozfxvooiiqgbuszy5m