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Foursquare in the Netherlands
 

Foursquare in the Netherlands

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Research by Media Intelligence Lab

Research by Media Intelligence Lab

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    Foursquare in the Netherlands Foursquare in the Netherlands Presentation Transcript

    • Foursquare in the NetherlandsLBMA event September 27 2011
    • Media Intelligence Lab Research
      Social media, usage & local businesses: what’s the situation?
      Foursquare
      Yelp
      Facebook
      Google places/ Google+
      Feest.je
      Research among 337 restaurants and 255 Foursquare users
      About the research
    • Roamler Foursquare assignment among 455 Foursquare users:
      “Check in at a public location you like, make a picture and answer some questions about it”
      About the Roamler assignment
    • Checking in
      Venues
      Businesses
      Specials
      Sharing
      Profiles
      Friends
      Tips
      Facebook/ Twitter
      Game
      Mayors
      Buttons
      What is Foursquare about?
      • Location based service
      • Founded by Crowley and Selvadurai
      • Started in march 2009 (US)
      • 10 million users worldwide (june 2011)
      • 150.000 users in the Netherlands (estimate)
      About Foursquare
    • Anyone can add a venue
      Claiming a venue can be done by businesses only
      What kind of venues people check in to?
      Venues
    • Stations
    • Supermarkets
    • Theaters, festivals and stages
    • Shops
    • Retail shops
    • Offices
    • Cafes and restaurants
    • Parks
    • ..and even churches
    • How many business venues have been added?
      How many business venues are claimed?
      How many businesses venues are they checked in to and how often?
      Business venues on Foursquare
    • 63.2 % of restaurants could be found in Foursquare
      How many business venues present?
      n=337
    • 4.4 % of restaurants actually claimed their location
      Business venues claimed
    • 71,1 % of listed restaurants have been checked into
      Listed restaurants were checked into 42 times
      This was done by 23 people on average per restaurant
      Business venues checked into
      n=337
    • Business venues activity
      Mayors
      71% of the restaurants has a mayor
      Tips
      41% of the restaurants been tipped by people
      n=337
    • Did they upload their profile picture ?
      Connected with Twitter and Facebook?
      Are they mayor?
      Number of check ins?
      Tips left?
      How active are Foursquare users?
    • Activity/ Interaction
      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
    • Activity/ Interaction
      Connection with Facebook/ Twitter
      Half of the Foursquare users connected their account to their Foursquare and/or Twitter accounts
      Check ins
      75% of Foursquare users has ever checked in
      n=225
    • Check-in behaviour
      n=225
      On average they checked in 135 times
    • How many tips are given for the venue you checked into?
      Were the tips useful for you?
      Tips
      Venues had almost 9 tips on average
      n=238
    • Why not useful?
      Useful/ Not useful
      De meeste tips zijn pure reclame voor de bedrijven die hier zitten, dat is een beetje jammer
      Nee, inhoudelijkwordternietsgemeld
      Why useful?
      Check in en je verdientheinekenalsje foursquare profielgekoppeld is aan je Heineken profiel. Top online marketing!
      Jazeker, op eengrootfestivalterrein is het handig tips van anderentekrijgen over podia, eten en drinken.
      Ja, bijvoorbeeld het wachtwoord van de wifi bij de KLM lounge
    • User base quite small, but very active
      Majority of businesses can already be found on Foursquare
      Most of the restaurants are already being checked in to, have mayors and are tipped about by customers
      Little of the studied businesses seem to be aware of the possibilities offered like claiming and offering specialties
      Conclusions
    • Next Research update: developments over time
      Other branches: shops, professional services
      Social Media Monitor MKB
      Next…
    • Questions?
      Thank you!