Home  › Social › Social Media

Geo-Social Usage Up 3X, But Still Not at Scale

  |  December 6, 2011   |  Comments

Forrester report and Foursquare's numbers show location-based apps are growing, though overall impact remains modest.

Forrester Research today said 6 percent of U.S. web viewers currently use a location-based app, up from 2 percent a year ago. The report came one day after Foursquare stated it's crossed the 15-million-user threshold, which coincidentally - like the Forrester stat - represents a 3X growth year over year.

Indeed, while progress in the space is evident, geo-social platforms have plenty of work to do before they achieve scale.

At the same time, says Forrester, word about the platforms is spreading in the U.S. In 2010, only 16 percent of online adults were familiar with names like Foursquare, Loopt, Scvngr, Gowalla, etc. That same data-point is up to 30 percent for 2011, according to Forrester.

Despite such modest consumer activity, major players like Facebook and Google don't appear to be shying away from the geo-social space. On Monday, Facebook purchased Gowalla and plans to utilize the latter brand's app-based technology expertise while shutting down the service. And TechCrunch reported today that Google+ mobile app may soon include check-ins where merchants can offer deals - much like what Foursquare has been offering for well over a year.


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!



Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.




  • SEO Specialist
    SEO Specialist (Marcel Digital) - ChicagoSearch Engine Optimization (SEO) Specialist   Marcel Digital is an award winning digital marketing...
  • SEO / SEM Manager
    SEO / SEM Manager (CustomInk) - FairfaxAre you a friendly, motivated, and inquisitive individual? Are you a positive, out-going leader? Are you...
  • SEO Analyst
    SEO Analyst (XO Group) - New YorkSEO Analyst @ XO Group About this Job, You and Our Team: The XO Group SEO Team is looking for you, a passionate...