Who Is It?: Who's Using Geosocial And Location-Based Services?

Here at CMAC, we love geosocial and location-based services, such as Facebook Places, Gowalla, and Foursquare, because they're fun, and, more importantly, they provide creative depth, additional interesting dimensions, and serious promotional firepower to companies' social media marketing efforts. In addition to their use by major high-profile consumer brands (and even the White House!), local retailers across the country are effectively utilizing Facebook Places and Foursquare to drive significant in-store traffic, coupon redemption, and sell-through of specific products and services. (Here's a tip:  the next time you're at Chili's, check in to the restaurant on Foursquare, and score yourself some FREE chips and salsa for doing so!)

But who...exactly...is using these services? Unlike extensive demographic research for other social media channels, there's been little data on location-based service (LBS) users. Well, at least up until now...

According to a recent study by Column Five Media and Flowtown, men outnumber women, although just barely (59% to 57%, respectively), as the percentage of all smartphone owners using these technologies. The majority of LBS users are between the ages of 18 and 29; possess a minimum household income of $75,000; and are college graduates.

For a full rundown on all the findings of the study, check out the infographic below, or click here for a larger view.

As more user research in this area is conducted, we will post updates, especially since demographic continuously shift over time.