Gowalla vs. Foursquare - Roger and Holly Check Out Checking-In.

Are you on Gowalla or foursquare? Maybe you use Yelp? Or maybe you're thinking "what the heck are you talking about?"

We're talking about location-based social networking - free apps that let you use your phone to "check-in" wherever you are, telling your friends what you're up to. 

Today, the popularity and functionality of sites or apps like these are still growing. But potentially, this trend could give companies great insight into who is interacting with their brands. And consumers could eventually get benefits like special offers or coupons when they check-in.

Putting location-based social networking to the test. 

So which app is best? We decided to use and compare two of the top options - foursquare and Gowalla. We rated them on three different criteria: 

1. Ease of use

2. Game aspects

3. Design and content

Here's what we found.

EASE OF USE: 

HOLLY: Both Gowalla and foursquare are easy to navigate, but foursquare is more reliable. Gowalla's geo-sync seems to be off at times which can prohibit you from checking in.

ROGER:  I'm still using both but prefer foursquare. Foursquare has over 500,000 users as compared to Gowalla's 100,000, so finding people I want to friend is much easier. 

I agree that foursquare has a much better database and geo-sync. I took this screen shot while standing in the lobby of Off Madison Ave and Gowalla is telling me it’s 2.0 km away. I also took another screen shot at the counter of Romancing the Bean, which is right next to the lobby, and it was way off too. That geo issue comes up about 25% of the time for me. That’s unacceptable.

I created a new place in Gowalla and misspelled it by accident. And Gowalla gives you no options to edit or delete it. To add insult to injury, when I wrote up the issue on their feedback form they made me register for a Feedback Account when I was already logged in. I had to leave my web browser, open an email and verify my account. Stupid. Don’t they have the technology down to know who the hell I am by my log-in information?

HOLLY: It would be nice to be able to edit what you create. But I like helping to create the database. It makes me feel like I’m helping Gowalla grow. With foursquare, so many places are already created so I’m just another user.

GAME ASPECTS:

HOLLY: Foursquare has points and badges associated with check-ins that may be fun for some people, but I find them kind of useless and cumbersome. I’m sure there’s a reason I get points but I don’t care enough to seek out the information. And I don't care if I’m the "mayor" of anywhere.

ROGER: When you unlock a badge in foursquare they tell you why. With Gowalla their random gifts don’t make sense and there is no explanation. Why did I get an Americano when I checked into Off Madison Ave on Gowalla? We’re not a restaurant. As a side note, I had to make that particular check-in from outside the building.

DESIGN: 

HOLLY: I think Gowalla's design is much better than foursquare. The black and white icons on foursquare are boring and monotonous. Gowalla even creates original icons for big name companies, landmarks or destinations. If they did that even more it would add to the experience.

ROGER: I can’t believe I’m saying this as a trained art director, but the beautiful interface that Gowalla has built is the only edge they have over Foursquare and that isn’t enough to make me stick with it.

It’s a location-based battle, but is there a winner?

HOLLY: Overall, I find I like the Gowalla experience better, its design is clean and its execution is simple. I'm going to stick with Gowalla.

ROGER: Seriously Holly, Gowalla?

HOLLY: Yup. Between the two I find myself always going to Gowalla first. It may have some imperfections but I believe it has the potential to be huge. 

ROGER:  Foursquare has a better PR machine and the new biz tools will kick ass - giving marketers a whole new set of tools to work with.

HOLLY: But is PR how this is going to grow or is it the ol’ word-of-mouth? Gowalla is moving into offering marketing tools as well as seen at SXSW. They had objects set up all around Austin, like the new Camaro, and when you found them and checked-in you received real-life rewards. This should only increase over time and with more users.  

ROGER: By the way, what’s with no search feature in Gowalla? That’s just stupid.

HOLLY: That’s the one thing about foursquare I do like.

ROGER: My chart below summarizes my experiences nicely, I think.

Of course, all of this back and forth between foursquare and Gowalla maybe a moot point when Twitter, Facebook or even Google decide to crush them with their database of users. In a year from now we may be playing a whole new game.

What do you use? Why?

About the Author: Holly Ringerud

As Senior Copywriter at Off Madison Ave, Holly uses her mastery of the written word to concept ideas and craft copy for a variety of clients. Print ads, brochures, TV, radio, direct mail, banner ads, websites, you name it, she's written it. Holly received a Copywriting Certificate from Brainco - The Minneapolis School of Advertising.

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