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BizReport : Social Marketing : September 17, 2013

Research reveals where location-based services are at

New research has found that more adult social media users now include their location in posts, but that there has been a downturn in the use of check-in location services.

by Helen Leggatt

A new report from The Pew Internet & American Life Project shows that almost a third (30%) of adult social media users now have at least one account that is set up to show their location in their posts. That's up from 14% who did so in 2011.

Social media users age 50 and under living in suburban areas were found to be the most likely to tag their location in a post but, apart from that very broad group, there was little difference in the practice among gender, household income or even education level.

Meanwhile, the number of social media users checking-in to locations has seen a drop. Pew reports that 12% currently use check-ins, down from 18% who did so during 2012. Specifically, the report notes that "among these geo-social service users, 39% say they check into places on Facebook, 18% say they use Foursquare, and 14% say they use Google Plus, among other services".

"Taken together, these trends show the ascent of location awareness and the role it might play in the life of users--and the technology companies that are scrambling to provide more alert-style applications that tell people who and what is near them," says Pew's 'Location-Based Services' report.

Yet, despite this trend, over a third (35%) of smartphone users have turned off the location-tracking feature on their mobile devices, rising to almost half (46%) among teens, due to concerns about access to their location information by third parties.

Image via Shutterstock

Tags: geo-tagging, location based, location tracking, mobile marketing, mobile trends, social media

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