Location-based services may be poised for growth, but only a small percentage of mobile users are taking advantage of them. That’s the big takeaway from a new study released Thursday by the Pew Internet and American Life Project.
The study found that only four percent of all Internet users utilize such location-based services as Foursquare and Gowalla, which allow them to share their current location with friends who might be nearby. This is the second such survey from Pew about geosocial services. The first, in May, similarly showed five percent of Internet users employed such services.
Hispanics’ Use Is 10 Percent
Among adults who use the web through a mobile device, about seven percent use a location-based service. The highest-using age group is 18-29, at eight percent. The 30-49 set is at four percent, 50-64 is at two percent, and 65 and over make up one percent.
The highest-using demographic group is Hispanics, whose 10 percent is greater than whites at three percent and African-Americans at five percent.
Men are greater users than women, six percent to three percent. By household income, the highest-using group, at six percent, makes $30,000 to $74,999. Under $30,000 and over $75,000 are roughly equal, with three and four percent, respectively.
Foursquare, Gowalla and similar services utilize the geolocation ability of Internet-connected mobile devices. These services “check in” to a location and allow other participants to know the location of a sender. For instance, if you are at a given intersection in Chicago, your mobile device can let your designated friends know you are there, just in case they want to meet up.
The services also provide other functions, such as allowing a user to leave comments or reviews about a business that other visitors to the establishment could see. Some provide additional levels or ranks, depending on how many times…