The results from our location-based social network poll are in. We asked the question, “Why do we check-in?” And overwhelmingly, the answer is to accumulate social currency, read insider tips, and compete to be #1.

We are more open to trying new places.
55% of our Location-Based Services (LBS) respondents agree or strongly agree that they are open to trying new places as a result of using location-based social networks. A sampling of the open-ended responses reveals a leaning toward restaurants:

• “Tried new restaurants thanks to friends checking in”
• “Restaurants in my area I never noticed before”
• “New restaurants especially”
• “When visiting NYC, I relied on Foursquare and Yelp to find places to go”
• “Visit trending venues”
• “New sushi spots”
• “Always trying new places for more points”
• “New restaurants, new dishes, new experiences based on others that I trust”

We want more specials and tips from brands.
82% of our LBS respondents say they want to see more brands offering deals/specials to loyal customers. A majority (55%) would also like to see brands leave their own tips.

We prefer Foursquare.
59% of all respondents indicated they use Foursquare as opposed to 12% who use Gowalla. And of those who indicated they use Gowalla, 90% of them also use Foursquare. 30% of the full group of respondents do not use location-based social networks.

We are split on privacy concerns.
Surprisingly, 58% of our LBS respondents indicated their concerns about privacy have not changed as a result of using location-based social networks yet 40% say they are MORE concerned.

• Only 16% of respondents also broadcast every check-in on Twitter/Facebook
• 61% are more selective in accepting friend requests than they are on Facebook
• 19% of respondents are uncomfortable sharing their whereabouts on social networks

We check-in often and from our iPhone.
42% of our LBS respondents indicated they check-in several times per day and 43% do so from an iPhone (as opposed to only 22% on Android and 20% on their Blackberry device)

A number of people also noted they find themselves taking their phone out more often (sometimes awkwardly) in order to check-in as a result of using location-based social networks.

More rewards, deals, & specials would motivate usage of LBS.
Over 1/3 of our LBS respondents wrote in that more deals & specials from businesses would increase their usage of location-based social networks.

• “More rewards, sales and promotions for loyal customers. I am more likely to visit a store/restaurant more frequently if I am being rewarded for my continuous, loyal visits.”
• “If more places that I regularly go offered special deals based on checking-in and being the mayor.”
• “if the location I was in rewarded me more, expecially for loyalty of frequent visits to places that aren’t life necessesities”
• “Certainly, if more outlets offered deals for those who check-in or for mayors, I would make a conscious effort to check in each time I go somewhere – or to even go somewhere I might not have gone otherwise.”

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So what does this all mean for Brands?
6 months ago, we discussed the opportunity for brands on Foursquare. Since then, location-based social networks have only continued to rapidly grow in both usage and popularity. While this poll wasn’t a scientific study, we can start to extrapolate a number of core themes. Here are 4 key take-aways for brands to consider:

• [#1] Cultivate tips. Clearly, location-based social network tips are highly valued, presumably because they come from people who are deeply “in the know” and therefore more trustworthy. Brands should consider ways to kick-start and sustain a constant flow of fresh and rich tips – from both customers and direct from the brand itself.
• [#2] Be smart about social currency. Social currency is coveted because it is earned and speaks to our competitive side. Although our poll showed the #1 reason for checking-in is to earn social currency, this does not mean brands should suddenly create all sorts of badges. As Dennis Crowley (CEO and co-founder of Foursquare) recently said, “Foursquare is holding on to badges tightly because if there are too many then they lose their value.”
• [#3] Don’t create a silo.  It’s interesting that Pepsi recently launched its own separate check-in app. While our respondents indicated it was okay for brands to create their own app, they also very much disagreed with NOT integrating it with existing location-based social networks.
• [#4] Think loyalty progam. The fact that over 4 out 5 of our LBS respondents feel brands should offer more specials/deals AND many indicated they would use their location-based social network even more if they are rewarded for their loyalty is a huge opportunity for brands. Take a lesson from Tasti D-Lite and connect LBS activity to your existing loyalty program. And be sure to keep specials, well, “special”, else risk saturating the networks and creating the equivalent of “banner blindness”.

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About the Hill Holliday Location-Based Social Network Poll
The data above is based on responses from 102 users of location-based social networks who answered our poll out of an initial 165. 63% of respondents are between 18 and 34 years old. 52% of the total respondents are female and 48% male. Respondents came from across the United States with a heavier concentration in the Northeast. This was not intended to be a scientific survey but instead a means by which to gauge general insights as to the behaviors behind location-based social networks.