Thirteen- to 34-year-olds account for over two-thirds of users.
As location-based services such as Foursquare and Gowalla continue to gather momentum and marketer interest, comScore estimates 17.6 percent of U.S. smartphone users accessed at least one "check-in"-oriented mobile platform during the month of March, representing 7.1 percent of the nation's entire mobile population.
The online measurement firm also reported LBS users are more likely to interact with other forms of mobile media and content than non LBS-using smartphone owners. For example, they demonstrated a higher propensity for consuming news content through their handsets, as well as accessing restaurant information and online retail sites, based on data collected in the three-month period ending March 31.
LBS users were also more likely to own a tablet, and a higher percentage recalled seeing ads on their mobile devices. In terms of demographics, 13-34 year olds accounted for the majority of users for location services, representing 66.8 percent.
|Demographic Profile for U.S. Check-In Service Users Ages 13+, 3 Month Avg. Ending Mar. 2011|
|Portion of Total Mobile Users (%)||Portion of Smartphone Users (%)||Portion of Check-In Service Users (%)|
|Source: comScore MobiLens|
|Smartphone Check-In Service Users by Access of Select Mobile Categories, 3 Month Avg. Ending Mar. 2011, Users Ages 13+|
|Portion of Total Smartphone Users (%)||Portion of Check-In Service Users (%)|
|Accessed restaurant information||27.6||45.9|
|Accessed tech news||27.1||40.3|
|Recall seeing web/app ads||27.5||38.7|
|Accessed online retail||17.9||32.6|
|Media tablet user||19.6||28.2|
|Accessed shopping guides||14.43||25|
|Accessed travel service||11.8||22|
|Source: comScore MobiLens|
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT