Press Releases

May 12, 2011

Nearly 1 in 5 Smartphone Owners Access Check-In Services Via their Mobile Device

70 Percent of Mobile Users “Checking-In” from an Android or Apple Phone

Check-In Service Users Demonstrate Strong Propensity for Mobile Media Usage

RESTON, VA, May 12, 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results from a study of mobile social networking check-in service users based on data from its comScore MobiLens service. The study found that 16.7 million U.S. mobile subscribers used location-based “check-in” services on their phones in March 2011, representing 7.1 percent of the entire mobile population. 12.7 million check-in users did so on a smartphone, representing 17.6 percent of the smartphone population. The study also found that check-in service users showed a high propensity for mobile media usage, including accessing retail sites and shopping guides, and displayed other characteristics of early adopters, including a stronger likelihood of owning a tablet device and accessing tech news, when compared to the average smartphone user.

“Although still in their relative infancy, location-based mobile check-in services are seeing rather impressive adoption among smartphone users,” said Mark Donovan, comScore senior vice president of mobile. “The ability to interact with consumers on this micro-local level through special offers, deals and other incentives provides brands with the real-time opportunity to engage consumers through their mobile device.”

18-34 Year Olds Account for Nearly 60 Percent of Check-In Service Users

Check-in service users, defined as those accessing services such as Facebook Places, Foursquare and Gowalla, had heavy skews toward 18-24 year olds (26.0 percent) and 25-34 year olds (32.5 percent) in relation to both the total mobile audience and the overall smartphone audience. They were more likely to be full-time students (23.3 percent) when compared with total mobile (14.6 percent) or overall smartphone users (16.5 percent). Nearly half (46.4 percent) of check-in users were employed full time, slightly less than the percentage of smartphone users who were employed full time (53.3 percent). Both check-in service and smartphone users were more likely to be employed full time than overall mobile users (38.9 percent).

Demographic Profile for Check-In Service Users
3 Month Avg. Ending Mar. 2011
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens
  % of Total Mobile Users % of Smartphone Users % of Check-In Service Users
Total Audience: 13+ yrs old [Age] 100.0% 100.0% 100.0%
Male 48.0% 53.9% 49.2%
Female 52.0% 46.1% 50.8%
Age: 13-17 7.1% 6.0% 8.3%
Age: 18-24 12.5% 17.5% 26.0%
Age: 25-34 17.6% 27.3% 32.5%
Age: 35-44 16.8% 21.8% 18.7%
Age: 45-54 17.8% 15.0% 9.7%
Age: 55-64 14.1% 7.8% 3.0%
Age: 65+ 14.0% 4.7% 1.7%
Employed full time 38.9% 53.3% 46.6%
Employed part time 10.5% 9.0% 10.2%
Not employed but not retired 15.1% 12.5% 13.5%
Full-time student 14.6% 16.5% 23.3%
Retired or Other 20.9% 8.8% 6.3%

3 in 4 Users “Checking In” from a Smartphone Device

Of the 16.7 million people using check-in services on their mobile devices, 12.7 million (76.3 percent) did so via a smartphone device. Android accounted for the largest share of check-in service users with 36.6 percent checking-in from an Android device, while 33.7 percent of users checked in from an iPhone, with Apple having the highest representation relative to its percentage of the total smartphone market (Index of 132). RIM accounted for 22 percent of check-in service users, while Microsoft, Palm and Symbian each accounted for less than 5 percent.

Check-In Service Users by Smartphone Platform
3 Month Avg. Ending Mar. 2011
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens
% of Smartphone Users % of Check-In Service Users Index
Total Smartphone Audience: 13+ yrs old 100.0% 100.0% 100
Android 34.7% 36.6% 105
RIM 27.1% 22.0% 81
Apple 25.5% 33.7% 132
Microsoft 7.5% 4.3% 57
Palm 2.8% 2.0% 72
Symbian 2.3% 1.2% 51

Index = % of Check-In Service Users /% of Smartphone Users x 100;
Index of 100 indicates average representation

Mobile Check-In Service Users Display Strong Propensity for Mobile Media Usage

When compared with an average smartphone owner, social networking check-in users were more likely to access mobile media across a majority of content categories. More than 95 percent of check-in service users used their mobile browser or applications. Nearly 62 percent accessed news. Check-in user behavior was also consistent with that of traditional early adopters, with 40.3 percent of users accessing tech news and 28.2 percent owning a media tablet, both significantly higher than average.

Check-in service users also showed a high propensity for accessing retail-related destinations on their mobile devices. Nearly one-third of users accessed online retail sites on their mobiles, while one-fourth accessed shopping guides. Check-in service users were also more likely to be exposed to mobile advertising, with nearly 40 percent recalling seeing a web or app ad during the month, compared to just 27.5 percent of smartphone users.

Smartphone Check-In Service Users by Access of Select Mobile Categories
3 Month Avg. Ending Mar. 2011
Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens
% of Smartphone Users % of Check-In Service Users Index
Total Audience: 13+ yrs old 100.0% 100.0% 100
Used application 85.0% 97.5% 115
Used browser 82.3% 96.3% 117
Accessed news 47.2% 61.9% 131
Accessed restaurant information 27.6% 45.9% 166
Accessed tech news 27.1% 40.3% 149
Recall seeing web/app ads 27.5% 38.7% 141
Accessed online retail 17.9% 32.6% 182
Media tablet user 19.6% 28.2% 144
Accessed shopping guides 14.3% 25.0% 176
Accessed travel service 11.8% 22.0% 186

Index = % of Check-In Service Users /% of Smartphone Users x 100;
Index of 100 indicates average representation

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information please visit www.comscore.com/companyinfo

Contact:
Sarah Radwanick
Lead Corporate Marketing Manager
comScore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com