In this survey, we learn that 5% of people use location based service as Foursquare and Facebook places and this number increases to 10% in U.S. Those people are also concerned about privacy.
Many people do not understand the Foursquare interest for instance. If you are a company, Foursquare is a way to show that your company exists, you have to register it. Then, you have the possibility to attract new customers by offering gifts and special badges. Thanks to this kind of website, you could also make your customers loyal.
Moreover, Foursquare offers much information as statistics, which permit to know better our client, and obviously the clients of our competitors.
At the end, it is also a way to create a buzz by creating games and offering a gift to the winner.
These kinds of websites are useful especially professionally as the privacy is less important when we talk about location. As an individual it is nice to show where you are at the moment but it could be dangerous.
So, I would say, use location-based, but with moderation!
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