First of all, they concluded that 16.7 million US mobile phone users accessed a check-in service in March 2011. 12.7 of those folks were on smartphones, which is not surprising. Also not surprising is the fact that the majority of the users were between 18-34 years old. Compared to mobile users in general, 23.3% of check-in folks were full-time students and nearly half of check-in users were employed full time.
What’s interesting to note, is that when it came to general mobile media usage, check-in users returned results very similar to early adopters. 40.3% said they read tech news, 28.2% owned a tablet and a whopping 95% use applications or the browser on their phone.
One third used their phone to visit a retail site and one fourth used it to find a shopping guide. Even better, 40% reported recalling a web or app ad, which is way above the 27.5% response from general smartphone users.
The bottom line here is that the people who use check-in services are tech savvy and interested in using their phone as a tool for getting things done. They pay attention to what they see on that little screen and they’re prepared to click the buy button when they see something they like.
Mark Donovan, comScore senior vice president of mobile says,
“Although still in their relative infancy, location-based mobile check-in services are seeing rather impressive adoption among smartphone users. 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.”
If your company is looking to connect with a young, tech-savvy, upwardly mobile consumer, then it’s time to think about putting that discount code on FourSquare.