Study: Only 5% Americans Online Use Location Apps Like Foursquare
Here's even more evidence that Foursquare hasn't yet broken from coastal phenomenon into the hearts and minds of the Walmart Nation.
Even though awareness of the entire category of check-in location-based mobile apps is growing among U.S. online adults with mobile phones, usage just isn't, according to a new report from Forrester Research.
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 increasing."
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.
While Forrester's data details habits of U.S. online adults, Foursquare says it now has 15 million registered users of all ages, with half outside the U.S.
While having outlived a number of its early competitors-Facebook announced today it'd close Gowalla after acquiring that app for talent and Whrrl, too, suffered the same fate after purchase from Groupon-5% adoption may suggest Foursquare hasn't yet struck a chord with Americans outside of urban areas.
Chains like Starbucks, McDonald's and Walmart often grace Foursquare's top checked-in locales as reported by Trendrr, but even huge shopping weekend like that following Thanksgiving only garner check-ins in the hundreds of thousands.