Only about 5% of U.S. online adults said they use location apps
at least once a month, according to a new Forrester survey of more
than 37,000 respondents. That's only up 4% from last year, even
though the overall audience of online adults familiar with these
services increased to 30% this year, vs. 16% in 2010.
"There is churn going on, clearly," said Melissa Parrish,
Forrester's senior analyst on social and mobile marketing. "The
total adoption rate is [virtually] the same, but female users are
The report also suggests higher income, male early-adopters may
be tiring of the category. The latest data finds the location-app
audience, last year 78% male with household income more than
$105,000, is moving one step closer to U.S. online demographics in
general. From 2011, location app users' household income came down
to $92,700 and the group is now 37% female.