Foursquare in the netherlands

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This is a presentation we did for the Location Based Marketing Association.
It contains some stunning new information about Foursquare in the Netherlands. Info is based on our own research and that of Roamler (you need to check them out as well)
More facts and figures will be available in our Monitor, we will launch soon.
Follow us for more info

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Foursquare in the netherlands

  1. 1. Foursquare  in  the  Netherlands    LBMA  event  September  27  2011  
  2. 2. About  the  research   Media  Intelligence  Lab  Research     –  Social  media,  usage  &  local  businesses:  what’s  the   situa<on  in  the  Netherlands?   •  Foursquare   •  Yelp   •  Facebook     •  Google  places/  Google+   •  Feest.je   –  Research  among  337  restaurants  and  255  Foursquare   users  in  the  Netherlands  
  3. 3. About  the  Roamler  assignment     Roamler  Foursquare  assignment  among  455     Foursquare  users  in  the  Netherlands:     “Check  in  at  a  public  loca<on  you  like,  make  a  picture   and  answer  some  ques<ons  about  it”  
  4. 4. What  is  Foursquare  about?     •  Checking  in   –  Venues   –  Businesses   –  Specials     •  Sharing   –  Profiles   –  Friends   –  Tips   –  Facebook/  TwiWer   •  Game     –  Mayors   –  BuWons    
  5. 5. About  Foursquare     •  Loca<on  based  service   •  Founded  by  Crowley  and  Selvadurai   •  Started  in  march  2009  (US)   •  10  million  users  worldwide  (june  2011)     •  150.000  users  in  the  Netherlands  (es<mate)          
  6. 6. Venues   •  Anyone  can  add  a  venue   •  Claiming  a  venue  can  be  done  by  businesses  only   •  What  kind  of  venues  people  check  in  to?  
  7. 7. StaDons  
  8. 8. Supermarkets  
  9. 9. Theaters,  fesDvals  and  stages  
  10. 10. Shops  
  11. 11. Retail  shops    
  12. 12. Offices  
  13. 13. Cafes  and  restaurants  
  14. 14. Parks  
  15. 15. ..and  even  churches  
  16. 16. Business  venues  on  Foursquare   •  How  many  business  venues  have  been  added?   •  How  many  business  venues  are  claimed?   •  How  many  businesses  venues  are  they  checked  in  to   and  how  ocen?        
  17. 17. How  many  business  venues  present?     63.2  %  of  restaurants  could  be  found  in  Foursquare           n=337  
  18. 18. Business  venues  claimed   4.4  %  of  restaurants  actually  claimed  their  loca<on    
  19. 19. Business  venues  checked  into     •  71,1  %    of  listed  restaurants  have  been  checked  into   •  Listed  restaurants  were  checked  into  42  <mes   •  This  was  done  by  23  people  on  average  per   restaurant       n=337  
  20. 20. Business  venues  ac<vity   Mayors   71%    of  the  restaurants  has  a   mayor   Tips   41%    of  the  restaurants  been   <pped  by  people     n=337  
  21. 21. How  acDve  are  Foursquare    users?   •  Did  they  upload  their  profile  picture  ?   •  Connected  with  TwiWer  and  Facebook?   •  Are  they  mayor?   •  Number  of  check  ins?   •  Tips  lec?  
  22. 22. AcDvity/  InteracDon   Profile  picture   57%  of  Foursquare  users   uploaded  a  profile  picture  Mayorship   31%  of  Foursquare  users  is  crowned  a   mayor   On  average  Foursquare  users  are  the   mayor  of  1,6  venue   n=225  
  23. 23. AcDvity/  InteracDon  ConnecDon  with  Facebook/  TwiTer   Half  of  the  Foursquare  users  connected  their  account  to   their  Foursquare  and/or  TwiWer  accounts   Check  ins   75%  of  Foursquare  users  has  ever  checked  in   n=225  
  24. 24. Check-­‐in  behaviour             n=225   On  average  they  checked  in  135  <mes  
  25. 25. Tips   How  many  <ps  are  given  for  the  venue  you  checked   into?      Venues  had  almost  9  <ps  on  average     Were  the  <ps  useful  for  you?     n=238  
  26. 26. Useful/  Not  useful   Why  not  useful?   No  real  content   Mostly  commercial  messages,  not   interes<ng   Why  useful?   Check  in  and  earn  a  Heineken   On  a  big  fes<val,   it’s  nice  to  receive   beer  if  your  FSQ  profile  is   I  got  the  WIFI   connected  to  your  Heineken   password  in  the  KLM   <ps  from  others  on     stages,  food  and   account.  Some  great  online   lounge   marke<ng!   drinks  
  27. 27. Conclusions     •  User  base  quite  small,  but  very  ac<ve   •  Majority  of  businesses  can  already  be  found  on   Foursquare     •  Most  of  the  restaurants  are  already  being  checked  in   to,  have  mayors  and  are  <pped  about  by  customers   •  LiWle  of  the  studied  businesses  seem  to  be  aware  of   the  possibili<es  offered  like  claiming  and  offering   special<es          
  28. 28. Next…   •  Next  Research  update:  developments  over  <me     •  Other  branches:  shops,  professional  services   •  More  facts  and  figures  available  in  our  Social  Media   Monitor  MKB  (expected)      
  29. 29. Would  you  like  to  know  more?     About  Media  Intelligence  Lab   This  report  is  brought  to  you  by  Media  Intelligence  Lab.  Media  Intelligence  Lab  is   Hollands  new  plaoorm  for  intelligence  on  tradi<onal  and  new  Media.  We  provide   cupng-­‐edge  research  and  analysis  that  we  want  to  make  available  for  a  broad  (and   interna<onal)  audience.           Services     Apart  from  research  and  consultancy  we  offer  services  in:      market  research     •     webanaly<cs     •  •   market  intelligence   Virtual    Desk   We  can  fullfill  the  role  of  being  your  local  research  department.    This  way  you  can   benefit  both  our  local  exper<se  in  media  and  the  flexibility  of  dedicated  analists.         Please  contact  us:  info@mediaintelligencelab.nl     28  
  30. 30. Other/  Contact   Thank  you  for  downloading  this  document.  This  way  you  help  us   spreading  knowledge.  You  can  use  this  informa<on  for  you  own  benefits   in  reports  and  presenta<ons  (provided  that  you  name  the  source).     We  can  imagine  you  are  interested  in  more  info  on  this  or  other  markets.   In  that  case  you  can  contact  us  through:  info@mediaintelligencelab.nl       We  provide  our  services  in:     • English   • Dutch     • German           Media  Intelligence  Lab     Barentszplein  2E   1013  NJ  Amsterdam   0031  (0)  20  894  6154   www.mediaintelligencelab.nl   info@mediaintelligencelab.nl       29  

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