The reality behind the “check in” hype

Beyond does great research. The data in this infographic is dated, but highlights themes that continue to be true today. None of the dominant social-location applications have a niche focus, yet food/drink check ins dominate the activity. Only 1/3 of users get social utility from checking in while more than half use them for deals and rewards. 48% cited privacy as a reason for not checking in. That makes sense since less and less discretion is used when making connections on Facebook, and nobody wants Mom to know when you are at a nearby bar.

We’re building doingtonight for these reasons, among others.