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.