Emerging TechnologyMobile18% U.S. Smartphone Users Access Location-Based Services

18% U.S. Smartphone Users Access Location-Based Services

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 (%)
Total Audience 100 100 100
Male 48 53.9 49.2
Female 52 46.1 50.8
Age: 13-17 7.1 6 8.3
Age: 18-24 12.5 17.5 26
Age: 25-34 17.6 27.3 32.5
Age: 35-44 16.8 21.8 18.7
Age: 45-54 17.8 15 9.7
Age: 55-64 14.1 7.8 3
Age: 65+ 14 4.7 1.7
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 (%)
Total audience 100 100
Used application 85 97.5
Used browser 82.3 96.3
Accessed news 47.2 61.9
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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