DECODING Location Based Marketing: A Check In On CheckIns

Usage rates for social location platforms are relatively low – a truth that holds even when
looking only at young social media users. But there are signs this could possibly change, and
pockets of relatively high usage where population density is high in the U.S. More importantly, a
core feature of many social location platforms – “checking in” – points towards a remarkable
opportunity for companies to both deepen customer relationships and prove ROI by reversing a
long-term trend of increasing anonymity in real-world shopping experiences. In the summer of
2011, DECODE commissioned a study of young mobile devices users in Canada that includes
insights into what does, and could, motivate them to “check in.” Our key findings include that
discounts and loyalty points rule; sharing with friends doesn’t matter; and offering enhanced
service could be a key growth opportunity.


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