Location-Based Features Are Still New For Consumers

Almost everyone has a social media account these days. However, consumers are only just starting to use interactive features like checking in, and exchanges with brands via social media are still limited. Here, we explore consumers' perceptions of checking in via social media and how they have adopted the behavior to date. They also share their thoughts and experiences with checking in in exchange for receiving rewards or coupons. Understanding these attitudes and behaviors will help clients target specific audiences that are likely to use the check-in feature and rethink how many resources — human and monetary — they should devote to a check-in program.