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Location-based Web2.0rhea not an epidemic

Most US adults unaware of Foursquare and friends

Internet Security Threat Report 2014

People who feel compelled to constantly apprise you of their location on via the web are a tiny minority of the population. They're also mostly men.

Just four per cent of US adults have ever used location-based Foursquare, Gowalla, or Loopt, with only one per cent updating the service once a week, according to a Forrester survey discussed here.

The vast majority of US adults, 84 per cent, are unaware of the existence of such applications, meaning most have never even heard of location-based services.

Nearly 80 per cent of those using apps such as Foursquare are men, aged between 19 and 35.

Forrester has recommended "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."

Time for a location-aware Old Spice mashup. ®

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