Forrester: Why Most Marketers Should Forgo Foursquare… uh?
Forrester finds that only 4% of U.S. online adults have ever used location-based mobile apps such as Foursquare, Gowalla and Loopt. Only 1% update these services more than once per week. What’s more, 84% of respondents said they are not familiar with such apps, leaving the vast majority of Americans online still in the dark about location-based apps, which have had the marketing world obsessing over them in recent months.
While I don’t necessarily agree with the entire premise of the article I did find the number of people who frequently check in to be less than I would have thought. This is clearly an area that will continue to experience explosive growth for sometime but it remains to be seen whether any of the above services will emerge the clear cut winner. I suspect that we haven’t seen the killer app that will own this space.
