Lost in the midst of Nielsen's layered "Social Media Report 2012" report earlier this week was the nugget that Foursquare had 10.4 million Android/iPhone users in July, representing about 42 percent of the 25 million people who the New York firm says have downloaded its app. To be fair, BlackBerry users were not in the study. (Though it also stands to reason that only a small share of Foursquare users are on BlackBerry.)
At any rate, the 10.4 million figure seems to be at least marginally good news for Foursquare, which, according to one investor capital source, is having to work harder for funding these days than in years past. ComScore earlier this year reported Foursquare drew just between 5 million and 6 million users monthly from March to June.
The Nielsen number is likely informative for brands still in the consideration stage about cultivating their Foursquare presence through organic features on the app or via the platform's nascent ads offering. Whether or not it's a good number for three-and-a-half-year-old Foursquare is probably a matter of opinion.
And it's worth noting that Nielsen ranks the geo-social company only behind Facebook (78 million) and Twitter (23 million) in terms of July mobile app users. Overall, Foursquare usage, per Nielsen, was up 118 percent during the month year-over-year.
Speaking with Adweek last month, Foursquare CEO Dennis Crowley addressed how retailers think about his firm's users number: "I wouldn’t say scale is an issue. But people always want to reach more folks than they are currently reaching. That’s true of any platform. It’s like, "Hey, it’d be easier to advertise in this one newspaper if everyone in the world reads this one newspaper."