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Location-Based Social Networks: A Hint Of Mobile Engagement Emerges

Marketers Hope For Success In Nascent Market

July 26, 2010

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Why Read This Report

Location-based social networks (LBSNs), such as foursquare and Brightkite, offer interactive marketers the promise of right-time, right-place marketing by connecting people and nearby points of sale with geotargeted media. The market is quite nascent, with only a few million consumers using geolocation apps monthly. Marketers need to know what audiences can be reached with these services, which companies — if any — are ready for prime time, and whether LBSNs align with business objectives. Forrester recommends that bold, male-targeted marketers start testing but that most marketers should wait until they can get a bigger bang for their buck, when adoption rates increase and established players emerge from the fray.

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Tools And Templates

Models and Calculators

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  • Only 4% Of US Online Adults Have Ever Used Location-Based Applications
  • 57334_1.xlsx
  • Location-Based Application Users Are More Likely To Give Product Advice
  • 57334_2.xlsx
  • The Demographics Of Location-Based Application Users
  • 57334_3.xlsx
  • Location-Based Application Users Are Heavy Mobile Researchers
  • 57334_4.xlsx

Table of Contents

  • Geolocation Users: Small But Influential
  • Fragmented Landscape
  • LBSNs Are Important For Some Marketers
  • WHAT IT MEANS

  • Potential Doesn't Match Hype . . . Yet
  • Supplemental Material
  • Related Research Documents

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