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BizReport : Mobile Marketing : May 10, 2011

Half of British teens have no clue what Foursquare is

Nearly half (48%) of British youngsters have never heard of geo-location services such as Foursquare, Facebook Places, Gowalla, or Scvngr found a new survey by UK-based youth communications agency Dubit.

by Helen Leggatt

dubit logo.pngAnd of those that have heard of them over two-thirds don't use them, the main reason being they see little value in doing so, found Dubit's survey of 1,000 youngsters in the UK aged between 11 and 18.

Facebook Places is the service most British teens recognize and use, not surprising given half the UK population has a Facebook account. Almost half (44%) had heard of Facebook Places whereas 27% had heard of Foursquare.

Gowalla (1%) and Scvngr (less than 1%) barely registered with them.

Of the 52% who were aware of the existence of geo-location services over half (58%) couldn't see the point and 45% didn't feel safe using them.

While businesses concentrate on using geo-location services to distribute special offers and advice, this isn't what British youngsters want. The most popular reason for the use of Facebook Places and other services was for fun (48%) and to let their friends know their location (45%). Special offers (14%), tips (12%), rewards points and mayorships (12%) were far less important.

"Ultimately teens just don't see the point of these offerings," said Peter Robinson, head of research at Dubit.

"Perhaps when Facebook's Deals product gains momentum this will change things and young people may be driven by discounts but at the moment the brands who are using these platforms, and the platform owners need to be telling teens why they should be using them and how they can do so safely."

Tags: brand awareness, geo-location, location based services, teens, UK, youth demographic

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