Why Mobile Users Aren’t Checking In [INFOGRAPHIC]


Why Mobile Users Aren’t Checking In [INFOGRAPHIC].

hose who use social location-based apps such as Foursquare or Facebook Places represent just 17% of the mobile population, according to a study commissioned by digital agency Beyond and exclusively shared with Mashable.

Of those opting out of participating in the checkin craze, or any other social location behavior for that matter, 48% cited privacy concerns as their primary reason for not doing so. And 50% were merely unable to do so because they did not have a smartphone.

The study uncovered some positive findings for the top brand names in social networking (Facebook) and group buying (Groupon). Ninety percent of respondents actively using checkin applications indicated they use Facebook Places; 40% of those who have never checked in would consider sharing their location with Groupon.

More than half of mobile users who do use checkin apps (54%) said they are motivated to share their location when discounts are involved. Just 21%, however, said badges and status rewards motivated them to check in.

As for consumers not using checkin apps, 99% said they do not consider badges or status an incentive for sharing their location.

The message, at least in the digital agency’s not-so-objective opinion, is that brands do have an opportunity to develop geosocial strategies that reach consumers through Facebook and Groupon.

“The results of this study highlights the huge changes that will take place as social location apps move from niche to mass consumer,” says Beyond CEO David Hargreaves. “Brands that can develop ‘Glocal’ social media strategies, tap into the motivations of the mass consumer and leverage the reach of the Facebook and Groupon platforms will be the real leaders in this sector.”

Beyond, in partnership with the Social-Loco conference, surveyed a statically representative panel of 1,003 U.S. consumers during the week of April 18. Respondents were asked 21 questions designed to assess their familiarity with and usage of Facebook Places, Groupon, Living Social, Twitter’s location features, Yelp checkins, Foursquare, Gowalla, Foodspotting, Path, Instagram, Soundtracking and Aroundme.

The consumer pool’s responses were then compared against online buzz of social location-based apps, as measured by a random sample of 383 online conversations. Checkins and non-English updates were excluded from analysis.

Here are a few more stats pulled from the study:

  • Nineteen percent of mass consumers are motivated to check in to learn about the location.
  • Early adopters are more likely to check in at locations that sell food or drinks. The top places are restaurants (53%), coffee shops (40%), hotels (38%) and bars (36%).
  • Mass consumers check in most frequently at the homes of friends and family (35%) and restaurants (33%).

The study’s results are not all that surprising. We’ve known for some time that the percentage of the population willing to embrace checkins is quite small — just 4% according to the Pew Research Center — and that mobile users have a strong predilection for coupons over checkins.

The findings, though potentially accurate measurements, don’t reflect the maturation of the space or the impressive growth of the smaller social location-based startups pushing the envelope.

For more on the study’s finding, check out the infographic below (click to enlarge).

About these ads

Hugues Rey. 20 années de passion et d'expérience dans le monde des agences médias et digitales. Hugues started his career in 1992 at Mindshare, where he morphed from a TV buyer into Head of Research. He moved to Initiative (Media agency) in 1998 where, after 2 years of leads in the R&D Department, he set up the digital planning and buying unit: FastBridge. His next move, in 2007, was internal in the IPG Group: Head of Digital Europe – Middle East – Africa. He finally joined Havas Media in 2010 as CEO. Hugues was from 1999 to 2011 Chairman of the Internet Comite of the CIM (Centre d’Information sur les Medias). He is now Charirman of the TV Comite. He is also founding father, Past-President & member of the board of the IAB Belgian Chapter. As from november 2012, Hugues is also president of the United Media Agencies (UMA). Hugues gives frequent lecture at  Belgian universities & schools. In 2012, he started a full week of lecture about Digital Communication in Saigon City (Vietnam). Moreover, International conferences speeches is one of his hobbies.

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"I am a bridge" is my personal blog project where I share some news around my professional environement.

Keywords are mash-up, ethic, mobile, technology, cross-over, social network, advertising, marketing, POE, …

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