Location-based social networking is all the rage among marketers, investors and tech gurus. Just not among people, who are not flocking to use the geo-locating services.
A new study by the Pew Charitable Trust shows that only 4% of internet users have ever used location-based services like FourSquare, and only 1% of them use them on any given day.
The New York Times says that investment is pouring into this realm because it mines a wealth of personal data, but users don't yet see the personal benefit of logging on:
"Data about a person's physical location would be immensely valuable to marketers and retailers, say analysts. But sharing information about where you are can seem creepy or, worse, dangerous, as the Web site Please Rob Me showed earlier this year when it demonstrated how easy it would be for potential thieves to use social networks to find homes whose occupants were away."
Read the full story: Tag-Along Marketing
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