Myxer's BoomBox 'Check-In' Report Shows Only 11% of Respondents Use Location-Based Social Networks, MyTown Dominates Foursquare and Gowalla

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New survey of more than 1,500 users identifies preferences and behavioral data of consumers who use location-based social networks

“Our check-in report demonstrates that location-based social networks are growing but not mainstream yet,” said Myk Willis, CEO of Myxer.

Although the future indeed looks bright for location-based social networks, a new survey of over 1,500 Myxer users in the U.S. concludes it might not be as mainstream as it’s perceived. As detailed in the latest Myxer BoomBox report on location-based social networks, only 11% of respondents claim to use them, with leading services differing greatly from those that get the most publicity.

According to Myxer’s BoomBox ‘check-in’ report, of the 11% of respondents that do use location-based services, consumers heavily favored MyTown, which claimed 56% of those polled, while Loopt came in second place at 12%. Surprisingly, two of the more ‘popular’ services, Gowalla and Foursquare, trailed far behind MyTown, only capturing 8% respectively.

The study also revealed some surprising trends as they relate to preferences by those who use these services. 77% of respondents said they check into their network at home, more often than checking in from other venues.

Hurdles to adoption

For those who don’t use the services, only 14% claimed privacy as the reason, while 56% claimed lack of interest, and nearly a quarter (23%) reported that their phone doesn’t have the ability.

Of the 11% who responded yes to using these networks, they appear to be increasingly active, with 73% citing an increase in their use of these services and only 27% reporting a decrease. And in terms of frequency, 31% said they check in at least once a day, and 26% said they check-in every hour, giving hope to a potential of high-engagement from a marketing perspective.

Additionally, among those polled who do use location-based social networks, 55% said that they have used location based social networks to attend a venue and of those who attended venues, music events were most popular at 36%, followed by Restaurants at 28% and Bar/Clubs at 19%.

“Our check-in report demonstrates that location-based social networks are growing but not mainstream yet,” said Myk Willis, CEO of Myxer. “Suprisingly Booyah’s MyTown seems to have the early lead in the space and most consumers check-in at home. We believe the success of such services hinges on the passive gaming element which may supercede true online-to-offline event discovery.”

Since 2005 Myxer has cataloged various data points: age, gender, geographic location, phone model, manufacturer, carrier, as well as the operating system of each handset that initiated a download from its delivery platform that now supports more than seven million monthly unique visitors downloading over 80 million content items from Myxer each month. For this month’s report, Myxer used PollDaddy, an online polling and survey tool, which gathered responses from more than 1,500 Myxer users.

To download a copy of the full report, or subscribe to the monthly newsletter, please visit: boombox.myxer.com.

About Myxer
Myxer (Myxer Inc.) is a mobile technology company allowing consumers simple access to free media content for their mobile phone regardless of mobile device, operating system or carrier. Myxer’s media catalog contains over 6 million pieces of free and premium licensed content including music, apps, images, games and video all with absolutely no hidden costs or subscription fees. Over 38 million users have performed more than 1.6 billion cumulative downloads from Myxer. Myxer’s mobile site m.myxer.com is one of the top ten largest in the U.S. offering the world’s most well-known brands unique mobile content opportunities to engage Myxer consumers. Myxer also allows its consumers to create, personalize and share content providing seamless integration from http://www.myxer.com and m.myxer.com with social networks such as Twitter and Facebook.

Myxer is a registered trademark. Myxer operates websites including http://www.myxer.com and m.myxer.com

Contact:
For Myxer
Eric Gonzalez
415.272.0836
eric(at)myxer(dot)com

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