Millennials Like Personalization of Foursquare

by | 2 minute read

Today’s shop­pers have no short­age of ways to find out what their fel­low cit­i­zens think of var­i­ous busi­ness estab­lish­ments and ser­vices. The lead­ing ser­vice providers in this space, Angie’s List and Yelp, have been prof­itable and pop­u­lar. But a recent Mar­ket­Watch report indi­cates that Mil­len­ni­als, the con­sumer group most like­ly to seek out opin­ions, may be grav­i­tat­ing toward a dif­fer­ent site: FourSquare.

Ana­lysts believe one of the chal­lenges fac­ing Angie's List, a tra­di­tion­al review site, is that con­sumers don’t want to have to pay to access data. Younger con­sumers are show­ing a pref­er­ences for check­ing out what their Face­book friends think. Many folks believe that word-of-mouth rec­om­men­da­tions from their friends are more valid than what a site filled with anony­mous reviews offers.  The Mil­len­ni­als also indi­cate that rec­om­men­da­tions from their friends on social sites trumps any infor­ma­tion they might find in a dig­i­tal ad.

Mar­ket­Watch ana­lysts point out that the one social site which might do well with Mil­len­ni­als is Foursquare. Valerie Davis, vice pres­i­dent of search media at PM Dig­i­tal says “Foursquare takes a more cus­tomized approach — con­sid­er­ing users’ likes, inter­ests and loca­tion before offer­ing sug­ges­tions.” This per­son­al­iza­tion is akin to what users can find on Face­book. As mar­keters seek to reach younger, social con­sumers they should remem­ber to enhance their posi­tions on sites like Face­book and Foursquare to increase sales.

About 3% of U.S. adults say they use the Foursquare site. Its new app, called Swarm may attract even more users as the com­pa­ny tries to improve per­son­al­iza­tion. Audi­enceS­CAN data indi­cates that  63% of Foursquare users are under age 45. These audi­ence mem­bers are far more like­ly than aver­age to have pur­chased a used a Dai­ly Deal for a busi­ness they’ve nev­er used before. And about 40% of Foursquare users live in urban areas which is much high­er than aver­age.

In the next year about 23% of these con­sumer intend to buy a bicy­cle and over 30% will sign up for a stream­ing video ser­vice. In addi­tion to run­ning pro­mo­tions with Foursquare, mar­keters may want to try to reach these con­sumers via mobile text mes­sages and ads on social net­works. Foursquare users over-index for hav­ing respond­ed to these types of ads in the past 30 days.

Audi­enceS­CAN data is avail­able as part of a sub­scrip­tion to AdMall for Agen­cies. Media com­pa­nies can access Audi­enceS­CAN data through the Audi­ence Intel­li­gence Reports in AdMall.

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-owner of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.