A study conducted by Forrester Research found that only 4 percent of U.S. Adults online have ever used location-based mobile apps, such as Foursquare, Gowalla and Loopt.
Forrester claims the study calls into question, at this time, the value of these location-based social media apps to a majority of marketers. Mostly men are using these apps. Almost 80 percent of location based services are used by males,and most of them are between the ages of 19 and 35, according to the study.
Forrester recommends that gaming, consumer electronics and sportwear marketers test these apps. Male-oriented brands should test the waters first while other marketers wait to see if the these apps open up to larger audiences.
Today, Foursquare has more than 2 million users, Loopt 4 million and MyTown 2.5 million.