A new report from comScore reveals that 7.1% of all mobile users and 17.6% (nearly 1 in 5) of smartphone users accessed check-in services in March 2011. Of the 16.7 million people using check in services via mobile, 12.7 million (76%) of them did so with a smartphone.
Smartphone users that check in to location-based apps are more likely (than the overall smartphone population) to:
- be female
- under 35 years old
- be full-time students
- access mobile media across a variety of content categories – including news, online retail sites, mobile advertising, travel services, and others
eMarketer found female smartphone users’ adoption of the check-in to be “somewhat surprising” since research has shown women to be more concerned than men about disclosing personal info, including their location.
For the comScore report, check-in service users were defined as those accessing services such as Facebook Places, Foursquare and Gowalla.