Users “Checking Out” of Check-ins?
Have you checked-in to a location today? Just a few months ago, geolocation platforms were the rage, from Foursquare to Places to Yelp. ReadWriteWeb’s “The Year the Check-in Died” delivers an in-depth analysis of location-based services. The conclusion: while they tend to engage digital denizens, they don’t do much to attract the rest of the general population. Why not? Here are a few points from the piece:
- The world is a big place. As the article notes, unless your favorite haunts are in a densely populated area, like NYC, serendipity—or magically running into friends—just doesn’t happen that often.
- Regular consumers typically have no need for the personal branding (or ego boost) that sometimes comes with check-ins. What’s more, some women (like me!) are “creeped out” by the idea of broadcasting their physical location.
- Special deals or coupons need to be attractive enough to change behavior and generate engagement. According to the article: “If I’m a Dunkin’ Donuts zealot, for instance, I’m probably not going to change my behavior and go to a Starbucks just to save $1. Location-based deals reward decisions already made. If I’m already at Starbucks, why do they want to offer me a deal? It may reward behavior, but doesn’t incentivize it.”
What’s your take on location-based services and their mainstream appeal?