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|
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Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
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