Only 12% of adult smartphone owners in the US say they use their phones to check in with geosocial services such as Foursquare and Gowalla, whereas 55% use their smartphones to find location-based directions or recommendations, according to a new report by Pew Research.
Nearly six in ten (59%) smartphone owners use their phones to access social networking sites, while 15% use their devices to access Twitter.
Overall, 42% of US adults who own a cell phone own a smartphone (i.e., 35% of all US adults own a smartphone), according to Pew; among them, 58% use a geosocial or a location-based information service of some kind.
Below, additional findings from Pew's 2011Mobile and Social Location-Based Services Report, issued by the Pew Research Center's Internet & American Life Project and Project for Excellence in Journalism.
Smartphone Owner Demographics
There are few gender variations among smartphone owners who use geosocial and/or location-based services, however younger smartphone users are more likely to use such services, as are those in households earning $75,000 or more per year.
Smartphone owners with more education are also more likely to use these services: 66% of college graduates use them, compared with 41% of those who have not gone to college. By contrast, Hispanics and those making less than $75,000 per year are actually less likely to use location-based information services.
Those findings follow general trends in other mobile activities, which include a high level of mobile engagement for minorities and those under age 50, according to Pew.
social media Users and Auto Location-Tagging
Geotagging updates to social media sites such as Twitter and Facebook are also fairly uncommon: 9% of online adults and 14% of social media users say they include their physical location in social posts. Men, minorities, and adults earning less than $30,000 annually are more likely than other social media users to use automatic location-tagging.
Social Location-Based Services Among US Adults
More than one-quarter (28%) of all US adults use mobile or social location-based services of some kind.
That level includes anyone who takes part in one or more of the following activities:
- 28% of cell owners (or 23% of all adults) use phones to get directions or recommendations based on their current location.
- 9% of online adults (7% of all adults) set up social media services such as Facebook, Twitter, or LinkedIn so their location is automatically included in their posts on those services.
- 5% of cell owners (4% of all adults) use their phones to check in to geosocial services such as Foursquare or Gowalla.
About the survey: Findings are from Pew's Mobile and Social Location-Based Services Report, authored by Kathryn Zickuhr, Research Specialist and Aaron Smith, Senior Research Specialist, Pew Internet Project, issued by the Pew Research Center's Internet & American Life Project and Project for Excellence in Journalism, September 6, 2011, accessed on September 7, 2011. Data are based on a survey of 2,277 adults, age 18 and older, conducted by Princeton Survey Research Associates International from April 26 to May 22, 2011.
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Social Media:
- How to Get Started With YouTube Influencer Marketing [Infographic]
- Power Up Your B2B Marketing Efforts With Influencer Marketing and Private Communities | Marketing Smarts Live Show
- Which Types of Social Media Posts Get the Most Interactions?
- 10 Simple Ways to Get More B2B Leads From Instagram
- How Business Owners Feel About Threads [Infographic]
- How Digital Creators Should Navigate the Metaverse | Marketing Smarts Live Show