Following up on this post from Rick.
Now granted, I haven’t read the report b/c I don’t have $500 to read it, but I assume Ad Age is reporting it correctly when they say,
“In a study out today, Forrester finds that only 4% of U.S. online adults have ever used location-based mobile apps such as Foursquare, Gowalla and Loopt. Only 1% update these services more than once per week. What’s more, 84% of respondents said they are not familiar with such apps, leaving the vast majority of Americans online still in the dark about location-based apps, which have had the marketing world obsessing over them in recent months.”
This is the equivalent of saying to ignore the 18-34 market because they’re not 35-49 (or whatever the target is). Budweiser did that and now they’re screwed, they spent so much time following their customer from 20 years ago into middle age, they’ve lost the new 21+ crowd. Go where the trendsetters are, involve/engage them and they’ll appreciate it. Plus, they’ll be more likely to stick around for being rewarded for their early adopter status or be more open to your presence on the next platform they go to when the eventual masses crowd out Foursquare.
