Among the different ethnicities surveyed, there was a clear leader for mobile check-ins: Just shy of one-quarter of US Hispanic smartphone owners checked in with their location, nearly double the percentage of smartphone owners overall who checked in. Active check-ins seem to be on the decline overall, however, down from 18% total checking in last February.
Accessing location-based services on mobile is an even more common phenomenon than location tagging or mobile check-ins, as it offers clear utility, compared to the somewhat superfluous act of broadcasting one’s location. More than three-quarters of male smartphone owners and 72% of female smartphone owners accessed local information on mobile, according to Pew. The distribution was somewhat wide across age groups, though, with 80% of those between 18 and 29 years old using these services vs. 65% of those between 50 and 64 years old. Read the rest at eMarketer.