An updated report from the Pew Internet and American Life Project indicates that use of location based services is in large part driven by adoption of smartphones. According to the report 28% of US adults have used mobile or social-location based services. And owners of smartphones lead the way.
You can find the press release 28% of Americans adults use mobile or social-location services that includes links to the full report (online or pdf) and methodology.
Dig into the report a little and not surprisingly younger adults are primary users of both smartphones and services like Foursquare and Gowalla. But what may be surprising is that social-location based services are more widely used by minorities – Latinos in particular. So when considering location based advertising or services this may be valuable information about reaching your target audience with the right media on the right platform.