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Will geosocial services become mainstream or is it too early to tell? Why?

According to Pew Research "28% of cell owners use phones to get directions or recommendations based on their current location—that works out to 23% of all adults.
A much smaller number (5% of cell owners, equaling 4% of all adults) use their phones to check in to locations using geosocial services such as Foursquare or Gowalla."

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