Reston, Va. – Though still in its relative infancy, mobile
device “check-in” services like Facebook Places, Foursquare and
Gowalla are now attracting 7.1% of all mobile users, according to new data from
market research firm comScore.

The study found that 16.7 million U.S. mobile
subscribers used location-based “check-in” services on their phones
in March.

Of those, about three-quarters did so on a smart phone.

“Location-based mobile check-in services are seeing rather impressive
adoption among smartphone users,” said Mark Donovan, comScore’s senior
vice president of mobile.

“The ability to interact with consumers on this
micro-local level through special offers, deals and other incentives provides
brands with the real-time opportunity to engage consumers through their mobile


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