Digital Insights

Are you considering adding on location based services i.e. Foursquare or Gowalla for your business? If so, are your customers actively utilizing the services from the providers? And what are their motivations behind it?

Summary of research findings:

• Privacy is still a huge issue for the adoption of any applications that ask the consumer to disclose their location.
• Facebook and Groupon are well placed to exploit the Social-Loco opportunity through Facebook Places and GrouponNow respectively.
• Discounts and coupons are by far the largest single motivator for disclosing location. Status rewards, such as badges and being named “mayor,” are of little interest to the mass consumer.
• Whereas a lot of the focus to date has been around small local businesses benefitting from location-based technology, there is a huge opportunity for big brands that can connect with people at a local level.
• In the future, consumers are more likely to check-in at a friend’s house than they are to cafes, restaurants or bars.

(download)

Click here to download:

the-reality-and-motivations-behind-the-check-ins-yokkbHftGbFiEyvDoAxb.zip (527 KB)