It’s time for retailers to keep tabs on their company’s “check-ins” on geosocial networking sites.
A survey conducted by Pew’s Internet & American Life Project found that one in 10 adults are using their mobile phones to share their location — also known as a “check-in” — via social networking. In nearly a year, from May 2011 to February 2012, people using “check-in” services rose from 4 percent to 10 percent. The growth also occurred with cellphone owners, from 5 percent to 11 percent, and among smartphone owners, from 12 percent to 18 percent, according to the same survey cited in a post on Marketing Land’s blog.
The survey also found that an increasing number of adults are using their smartphones — an increase from 55 percent to 74 percent — to get location-based directions or recommendations. Obtaining location-based information among adults overall grew from 23 percent to 41 percent during the same period. Adults of all age groups and genders used location-based check-ins at nearly the same frequency.
Mobile is affecting more than just check-ins. It’s changing the way that retailers do business. As more retailers move to a mobile point-of-sale (POS) system, their customers have to trust that the devices are secure and their data will be safe. Apps are also driving the need for more security. Retailers must be able to address security issues. Smartphones are going to be your lifeline to everything. And retailers are going to have to embrace it and add value to it.
Source: Marketing Land, May 2012
