Check it Out – Who is Really Checking in?

Allison Howen — Mon, 14 May 2012 21:30:00 GMT

Mobile has been one of the hottest topics in the tech industry for some time now, but there are still many uncertainties as to exactly how consumers are utilizing their devices. This information is especially important for Web workers who want to optimize their brand’s presence for multi-channel users.

A new study from research company Pew Internet provides insights into how these devices are being utilized by consumers, including statistics on location-based and geosocial services, which can be valuable features for local businesses to leverage within their mobile apps.

The survey reveals that 74 percent of smartphone owners use their devices to get real-time, location-based information such as directions or recommendations that are related to their current location, but only 18 percent are using geosocial services to check-in or share their locations with friends. Both of these statistics show an increase in usage since 2011, when only 55 percent of smartphone users were utilizing location-based services and 12 percent were using geosocial services.

The uptick in usage of these services is a good sign, especially for businesses looking to capitalize on local and social via mobile devices. For example, location-based services can provide a consumer who is searching for “pizza” with directions, reviews and information for local pizzerias, which can be influential in increasing the foot traffic at local pizzerias.

On the other hand, geosocial services provide businesses with better word-of-mouth advertising via the customer check-ins that businesses accumulate on social networks such as Facebook, Foursquare and Gowalla.

And while the uptick in these location-based and geosocial services is important to note, Web workers should also know what demographics are leveraging these services. Women under the age of 30 are the most likely to use both location-based and geosocial services, while college graduates and those with a household income of at least $75,000 are more likely to use location-based services.

Conversely, consumers without college experience and those with a household income of less than $40,000 are more likely to use geosocial services.

It is safe to say that usage of location-based and geosocial services will continue to grow, especially as smartphone adaptation continues to gain momentum and as more consumers realize exactly what these services can do – such as find them local businesses to visit or offer them coupons as an incentive to check in on a site such as Foursquare.

Location-based Advertising Alerts Get a Push

Linc Wonham — Tue, 01 Mar 2011 23:00:00 GMT

Two announcements within a day of one another may indicate the next trend in mobile advertising. Call them alerts or push notifications or finely tuned geo-targeting, but don't be alarmed someday soon if the very second you walk past a business you receive a message on your mobile device with news of a sale taking place inside.

It has been a much-anticipated marketing concept for some time, but this week several companies made public their plans to implement the practice. AT&T has partnered with mobile marketing firm Placecast to send ShopAlerts to users in just such a fashion, and location-based service Loopt announced its launch of Reward Alerts.

ShopAlerts will be available as an opt-in service for AT&T customers in Chicago, New York, Los Angeles and San Francisco. The mobile messages will provide users with coupons and offers based on their whereabouts at the time the alert is sent, using geo-fencing location technology with which the carrier can determine when a user is within 1.5 miles of a store or brand. Companies already signed on to participate in the service include Kmart, Kohl’s, Nature’s Recipe and others.

Reward Alerts, meanwhile, is set to begin testing next week at the South by Southwest Interactive Conference in Austin, Texas. The implementation will be a little bit different, but the concept is virtually the same.

Limited-time and perishable-inventory deals from advertisers such as Southwest Airlines, Microsoft, TiVo and others will be made available to Loopt users attending the conference. Rewards notifications will be sent out to users in very specific locations, along with instructions on where to collect a first-come, first-served reward or Flash Deal. Following the conclusion of the conference, Reward Alerts will be rolling out as an opt-in service much like ShopAlerts in select cities across the U.S.

'Net Features : location based services

Check it Out – Who is Really Checking in?

Location-based Advertising Alerts Get a Push