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May 14, 2011

7% Mobile Users used Location Services in US

Nearly 1 in 5 Smartphone Owners Access Check-In Services Via their Mobile Device according to comScore  Research Study.

comScore reported that 12.6 million users in the U.S. used a check-in service during the 3 months ending March 2011. This is, they say, 7.1% of the U.S. mobile phone population. This is in line with the Pew Internet study published last November that reported 7% of adults who go online with their mobile phone use a location-based service.

The study found that 16.7 million U.S. mobile subscribers used location-based “check-in” services on their phones in March 2011, representing 7.1 percent of the entire mobile population. 12.7 million check-in users did so on a smartphone, representing 17.6 percent of the smartphone population. The study also found that check-in service users showed a high propensity for mobile media usage, including accessing retail sites and shopping guides, and displayed other characteristics of early adopters, including a stronger likelihood of owning a tablet device and accessing tech news, when compared to the average smartphone user. 
 

 

 


Who are the Users:The study finds that check-in users tend to be young with 18 to 24 year olds (26%) and 25 to 34 year olds (32.5%) making up more than half of all users. They tend to be students (23.3%) and have full-time jobs (46.4%).

OS Platform Used For Checking In :Android users account for the largest share of check-in users with 36.6% versus iPhone users at 33.7%. BlackBerry came in third at 22% with Palm, Sybmian and Windows all account for less than 5% (see chart). Of total mobile users who check-in (16.7 million), about three out of four do so with a smartphone.

The group shows the classic early adopter warning signs. They access tech news via mobile device (40.3%) and 28.2% own a media tablet, both significantly higher than the average mobile user. 

According to Mark Donovan, comScore senior vice president of mobile. “The ability to interact with consumers on this micro-local level through special offers, deals and other incentives provides brands with the real-time opportunity to engage consumers through their mobile device.”

According to  ComScore 12.6 million smartphone owners used check-in services like Foursquare, Gowalla or Facebook Places. ComScore says that the check-in fervor is driven primarily by open by early adopters, who have "a high propensity for mobile media usage, including accessing retail sites and shopping guides, and displayed other characteristics of early adopters, including a stronger likelihood of owning a tablet device and accessing tech news, when compared to the average smartphone user."