ComScore: Just 7% of subscribers access mobile check-in services
Despite media buzz and investor excitement around location-based mobile social services like foursquare, Gowalla and Facebook Places, only 16.7 million U.S. wireless subscribers checked in at local destinations via mobile device in March 2011, corresponding to 7.1 percent of the total nationwide mobile population, according to new data issued by digital research firm comScore.
Smartphone users exhibit a far greater interest in mobile check-in tools, comScore notes--12.7 million U.S. smartphone users checked in at nearby merchants, bars and venues in March, translating to 17.6 percent of the national smartphone population and 76.3 percent of all check-in app users. Age is another factor: Users between 25 and 34 account for 32.5 percent of check-in app users, and subscribers between 18 and 24 make up 26.0 percent. Gender plays no significant role, however, with females edging males 50.8 percent to 49.2 percent.
Breaking down the U.S. check-in user population by smartphone operating system, Google's (NASDAQ:GOOG) Android leads all rivals at 36.6 percent--Android currently represents 34.7 percent of total U.S. smartphone market share. Although Apple's (NASDAQ:AAPL) iOS accounts for 25.5 percent of all smartphones, the iPhone platform yields 33.7 percent of all smartphone check-ins--conversely, while Research In Motion's (NASDAQ:RIMM) BlackBerry is second in total U.S. smartphone market share at 27.1 percent, BlackBerry devices account for only 22.0 percent of smartphone check-ins.
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