comScore results from a study of mobile social networking check-in service users based on data from its comScore MobiLens service found that 16.7 million U.S. mobile subscribers used location-based “check-in” services on their phones in Mar 2011, representing 7.1% of the entire mobile population.
Of the 16.7 million people using check-in services on their mobile devices, 76.3% did so via a smartphone device.
Android accounted 36.6% checking-in, while 33.7% of users checked in from an iPhone. RIM accounted 22%, while Microsoft, Palm and Symbian each accounted for less than 5%.
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% and 25-34 year olds 32.5% in relation to both the total mobile audience and the overall smartphone audience.
- 51% are female, 49% are male
- 59% are between 18 and 34 years old
- 5% are aged 55 or older
- 47% are employed full-time
- 23% are full-time students
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.