Home  › Social › Social Media
foursquare-checkin

New Data: Hispanics Leading Geo-Social Usage

  |  November 4, 2010   |  Comments

Pew Research Center finds that location-based adoption is slow, but respectively skews Hispanic, young, and male.

Pew Research Center says online Hispanics use location-based services more than any other demographic, as 10 percent of those surveyed had recently recorded a check-in. That number is noticeably higher than black (5 percent) and white (3 percent) online Americans checking in.

"Ten percent is significantly different; it's significantly higher compared to five percent," said Kathryn Zickuhr, Web coordinator at the Washington, DC-based think tank and lead author for the research. "You can say [Hispanics] are more likely to use location-based services than other Internet users…but this area is still in the pretty early and small stages for everyone."

Zickuhr added, "Among cell phone owners, [Latinos and blacks] are much more likely to take advantage of a wider array of a phone's data functions when compared to white cell phone users."

Pew Research Center interviewed 3,001 U.S. adults by phone and found that 4 percent of those who log on to the Internet have used location-based services like Foursquare and Gowalla. That figure is actually down from the 5 percent number Pew found six months ago.

For the current study, the margin of error is between 2.5 and 2.9 percent. The interviews were conducted from Aug. 9 through Sept. 13 - right in the middle of the Facebook Places launch.

Other findings: Smartphone users appear to be more geo-social, as 7 percent of the respondents who go online with their cell phones use location-based services. Not surprisingly, the numbers skew young with 8 percent of online Americans aged 18 to 29 having checked in before. Men (6 percent) check in twice as much as women (3 percent), according to Pew's research.

Overall, the numbers confirm what most industry watchers suspect in that location-based services are growing, but the adoption rate is modest so far. Zickuhr suggested that the next batch of surveys would likely happen in six months, after Facebook Places has a chance to gain a foothold.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...