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BizReport : Social Marketing : September 01, 2011

VisitBritain campaign reveals 5x more Brits use Facebook Places than Foursquare

A campaign in the UK to promote check-ins at top UK attractions has revealed interesting information on the choice of check-in method used.

by Helen Leggatt

loveUK.jpgResearch conducted earlier this year by Dubit found that Facebook Places is the check-in service most British consumers recognize - among teens almost half (44%) had heard of Places but only 27% had heard of Foursquare.

New findings on the use of check-ins in the UK have come courtesy of VisitBritain's Love UK's Top50 Places Facebook campaign which was developed by Betapond. Analysis of all the check-ins at UK attractions, such as the O2, Wembley Stadium and Hyde Park, found that while nearly 1 million (955,437) check-ins originated from Facebook Places just 176,724 came from Foursquare.

At the time of writing the top UK attraction is The O2 stadium with 72,817 Facebook check-ins and 7,764 check-ins on Foursquare.

While Facebook Places is the most popular (hardly surprising with almost half the UK population using the social network) its use does appear to focus on mainstream attractions. Foursquare, on the other hand, was used more by those visiting attractions which Betapond's Declan Kennedy says are more offbeat, such as the Tate Modern or Selfridges.

"There is a huge disparity but it looks like it skews in favor of Facebook for venues that are very mainstream and down the middle, but if it is a more funky venue Foursquare catches up," he told new media age.

Tags: check-in, Facebook, social marketing, UK

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