Blog

Today in Social

Last night I had dinner with a gang of former Jupiter Research analysts. We all worked with Foursquare’s Dennis Crowley when he was but a lowly Research Associate. We had mixed opinions on Foursquare’s prospects, and, reading Ryan Kim’s piece on Banjo this morning spurred me to frame the situation facing check-in and discovery app mass-adoption. According to our GigaOM Pro 1Q12 online consumer survey, only 6 percent of online adults use a location-based check-in service regularly. Dedicated entertainment check-in and discovery apps have even lower single-digit adoption. Compare those with daily deals, which are about the same age as Foursquare and are used regularly by 30 percent of online U.S. adults, and actually cashed in by 19 percent. It feels like check-in has not cracked Om’s magic combination of enchantment and utility. Will well-targeted offers or entertainment recommendations change that equation?