Foursquare in the Netherlands


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Research by Media Intelligence Lab

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Foursquare in the Netherlands

  1. 1. Foursquare in the NetherlandsLBMA event September 27 2011<br />
  2. 2. Media Intelligence Lab Research<br />Social media, usage & local businesses: what’s the situation?<br />Foursquare<br />Yelp<br />Facebook <br />Google places/ Google+<br /><br />Research among 337 restaurants and 255 Foursquare users<br />About the research<br />
  3. 3. Roamler Foursquare assignment among 455 Foursquare users:<br />“Check in at a public location you like, make a picture and answer some questions about it”<br />About the Roamler assignment <br />
  4. 4. Checking in<br />Venues<br />Businesses<br />Specials<br />Sharing<br />Profiles<br />Friends<br />Tips<br />Facebook/ Twitter<br />Game <br />Mayors<br />Buttons<br />What is Foursquare about?<br />
  5. 5. <ul><li>Location based service
  6. 6. Founded by Crowley and Selvadurai
  7. 7. Started in march 2009 (US)
  8. 8. 10 million users worldwide (june 2011)
  9. 9. 150.000 users in the Netherlands (estimate)</li></ul>About Foursquare<br />
  10. 10. Anyone can add a venue<br />Claiming a venue can be done by businesses only<br />What kind of venues people check in to?<br />Venues<br />
  11. 11. Stations<br />
  12. 12. Supermarkets<br />
  13. 13. Theaters, festivals and stages<br />
  14. 14. Shops<br />
  15. 15. Retail shops <br />
  16. 16. Offices<br />
  17. 17. Cafes and restaurants<br />
  18. 18. Parks<br />
  19. 19. ..and even churches<br />
  20. 20. How many business venues have been added?<br />How many business venues are claimed?<br />How many businesses venues are they checked in to and how often?<br />Business venues on Foursquare<br />
  21. 21. 63.2 % of restaurants could be found in Foursquare <br />How many business venues present? <br />n=337<br />
  22. 22. 4.4 % of restaurants actually claimed their location<br />Business venues claimed<br />
  23. 23. 71,1 % of listed restaurants have been checked into<br />Listed restaurants were checked into 42 times<br />This was done by 23 people on average per restaurant <br />Business venues checked into <br />n=337<br />
  24. 24. Business venues activity<br />Mayors<br />71% of the restaurants has a mayor<br />Tips<br />41% of the restaurants been tipped by people <br />n=337<br />
  25. 25. Did they upload their profile picture ?<br />Connected with Twitter and Facebook?<br />Are they mayor?<br />Number of check ins?<br />Tips left?<br />How active are Foursquare users?<br />
  26. 26. Activity/ Interaction<br />Profile picture<br />57% of Foursquare users uploaded a profile picture<br />Mayorship<br />31% of Foursquare users is crowned a mayor<br />On average Foursquare users are the mayor of 1,6 venue<br />n=225<br />
  27. 27. Activity/ Interaction<br />Connection with Facebook/ Twitter<br />Half of the Foursquare users connected their account to their Foursquare and/or Twitter accounts<br />Check ins<br />75% of Foursquare users has ever checked in<br />n=225<br />
  28. 28. Check-in behaviour<br />n=225<br />On average they checked in 135 times<br />
  29. 29. How many tips are given for the venue you checked into?<br />Were the tips useful for you?<br />Tips<br />Venues had almost 9 tips on average <br />n=238<br />
  30. 30. Why not useful?<br />Useful/ Not useful<br />De meeste tips zijn pure reclame voor de bedrijven die hier zitten, dat is een beetje jammer<br />Nee, inhoudelijkwordternietsgemeld<br />Why useful?<br />Check in en je verdientheinekenalsje foursquare profielgekoppeld is aan je Heineken profiel. Top online marketing!<br />Jazeker, op eengrootfestivalterrein is het handig tips van anderentekrijgen over podia, eten en drinken.<br />Ja, bijvoorbeeld het wachtwoord van de wifi bij de KLM lounge<br />
  31. 31. User base quite small, but very active<br />Majority of businesses can already be found on Foursquare <br />Most of the restaurants are already being checked in to, have mayors and are tipped about by customers<br />Little of the studied businesses seem to be aware of the possibilities offered like claiming and offering specialties<br />Conclusions <br />
  32. 32. Next Research update: developments over time <br />Other branches: shops, professional services<br />Social Media Monitor MKB<br />Next…<br />
  33. 33. Questions?<br />Thank you!<br />