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Location-based Web2.0rhea not an epidemic

Most US adults unaware of Foursquare and friends

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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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