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Trend: Nearly 1 in 5 Smartphone Owners Access Check-In Services Via Their Mobile Device

Sun May 15, 2011 - 1:54 PM EDT - By Annie Latham

Last week, comScore released the results from a study of mobile social networking check-in service users based on data from its comScore MobiLens service. The study found that 16.7 million U.S. mobile subscribers used location-based "check-in" services on their phones in March 2011, representing 7.1 percent of the entire mobile population. 12.7 million check-in users did so on a smartphone, representing 17.6 percent of the smartphone population.
The study also found that check-in service users showed a high propensity for mobile media usage, including accessing retail sites and shopping guides, and displayed other characteristics of early adopters, including a stronger likelihood of owning a tablet device and accessing tech news, when compared to the average smartphone user.

Put in context, Mark Donovan, comScore senior vice president of mobile remarked, "The ability to interact with consumers on this micro-local level through special offers, deals and other incentives provides brands with the real-time opportunity to engage consumers through their mobile device."

Notable: The chart above shows Palm ahead of Symbian.

Also worth noting is check-in service users, are defined as those accessing services such as Facebook Places, Foursquare and Gowalla. comScore's finding showed heavy skews toward 18-24 year olds (26.0 percent) and 25-34 year olds (32.5 percent) in relation to both the total mobile audience and the overall smartphone audience.


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