Where Am I? Engaging In Location-Based Activities

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Not surprisingly, some of the activities that smartphone users habitually engage in are directly related to — or dependent upon — locations. After all, when one is connecting via a mobile device, usually you are located away from your main home location, whether that be work or home itself, and location is inherently tied to this. A study just released by JiWire, their Q1 2011 Mobile Audience Insights Report, has a number of intriguing insights into the use of location-based applications and services. And comparing some of this data with results from Q4 in 2010 illustrates some noteworthy trends.

One thing that the data shows is the difference in use of location-based services based on gender. Men appear to place a higher value on using such apps for checking in and looking up reviews, while women place points of interest and connecting with others in those number 2 and 4 spots. Both genders still place “finding store locations” as their top-ranked location-based service.

Top 5 Location Based Services

Men

1.  Finding Store Locations
2. Checking In
3. Points of Interest
4. Reviews
5. Connecting With Others

Women

1. Finding Store Locations
2. Points of Interest
3. Checking In
4. Connecting With Others
5. Reviews

Looking at the changes from Q4 of 2010 to Q1 of 2011, the largest proportional change is in the “connecting with others” category, which almost triples in size from 12% to 33% of respondents indicating they are interested in this application. The largest change percentage-wise is in the “checking in” category, which grew 22% from 27% to just under half (49%) of respondents.

There also appears to be an increase in shopping-related categories. The percentage of respondents interested in “reviews” grew from 21% in Q4 2010 to 35% in Q1 2011, and “product inventory” rose from 10% to 21%. Partially this is a reflection of the growth of the availability of product inventory information on websites and the increasing inclusion of reviews on ecommerce sites over the timeframe of the study — as such options become more prevalent on more sites, more people will become interested in, and used to, looking for such information.

One final point of interest with this set of data is that there was a decline of 10% (from 22% to 12%) in the number of respondent who indicated they were not interested in any location-based services.

Next time we’ll look at the results related to mobile shopping behaviors that this study reveals.

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2 Comments

  1. Hi, This checking in thing is moronic. Finding stores is fine but wouldnt/shouldnt Google Maps be doing that for you? Ivan

  2. I think the last couple of years have really shown us that people don't really want to check in. Sure Foursquare have 10 million odd users and Facebook places is taking off to some extent but they are a long way from being mainstream. There needs to be much better reasons for getting people to physically check in and that is constant deals to be honest. Can't see any other reason.