Analyst firm Forrester Research has published a report reminding brands that social location services like Foursquare are still far from mainstream. A succession of brands have been queuing up to run promotions on these services, but Forrester points out that only 4% of US internet users have ever used social location apps, and only 1% update them more than once a week. 84% haven’t even heard of them. Forrester admits that some brands – it cites gaming, consumer electronics and sportswear firms – should experiment with social location marketing to see where it leads. However, the company predicts other brands should adopt a wait-and-see approach, rather than piling money into social location campaigns.
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