In the last year and a half Foursquare has added five million registered users, bringing the geo-social application’s total user base to 20 million as of April 2012. According to online sources only about 5% of adults use location-based check-in apps. Per Foursquare’s blog, users have checked in 2 billion times in the last two years, suggesting that members check in about 100 times each annually.
Foursquare is a location-based social network popular with smartphone users. Users ‘check in’ at venues using a mobile website or application that leverages GPS coordinates to pinpoint their location. Each check-in awards Foursquare users with points and periodic “badge” achievements.
“As Foursquare has evolved, the focus has turned from simply ‘checking in’ to sharing our experiences and expertise, unlocking rewards and deals, and exploring the world around us,” reads a post on Foursquare’s blog announcing the recent changes.
Foursquare’s latest updates are intended to show users the application’s value as a powerful web resource featuring restaurant menus, recommendations, and emerging trends. The new site will contain a large customized map to show users where their friends are hanging out as well as popular places nearby.
Foursquare and American Express have also introduced a partnership that allows app users and cardholders to link their AMEX credit card to their Foursquare account in order to unlock specials. These specials are in turn loaded directly to the credit card account making printed coupons virtually unnecessary. With the catchphrase “Sync, Explore, and Save,” Foursquare enables the idea of check-in promotions for consumers by making the act both simple and convenient.
Foursquare has also launched a new assimilation that puts a check-in scorecard on Facebook Timelines. Users who connect their Foursquare accounts to Facebook will see a Foursquare Timeline sector that displays recent activity, total checkins and top places for the month.
“Foursquare has obviously already been on Facebook for a while,” explains Foursquare project manager Noah Weiss. “What this does is add structure.”
Foursquare hopes that with its new initiatives in place and the newfound user appeal will contribute towards increased mainstream exposure amongst consumers.