Life360 has announced that it already has 25 million members and that is rapidly rising.

A geolocation app for smartphones called Life360 has been designed to allow families to be able to monitor the locations of their members, has announced that it predicts that it will have broken the 25 million registered user mark by the end of 2012.

This will mean that the company will become serious competition for the wider known Foursquare.

In fact, Foursqure, though it may be much higher profile, just passed the 25 million user mark in September 2012. That company is also based on a geolocation application. Both of those businesses first opened in 2008, but while Foursquare was able to raise more than $71 million, Life360 was only able to raise $6.85 million.

The Life360 chief exec is now predicting that its geolocation app will surpass the competition.

Chris Hulls, the chief executive of Life360 has announced that he believes that his geolocation app will have passed the audience size of Foursquare within the next couple of months. He has justified his prediction by saying that his company is experiencing a far higher growth rate than the competition. That said, he didn’t share any specific figures regarding the growth rates of either company.

Hulls also declined to reveal how many of his geolocation app’s registered members are actually regular users who are actively using the service. The most specific statement that he would provide was that it was a “pretty high ratio”.

In a phone conversation, Hulls explained that “We’ve really hit an inflection point in the company in terms of the family network going digital. We want to be the company that really owns your family life on the phone.”

The company used a new press release to announce this new membership milestone and, at the same time, launched a new brightly colored website branding style. Furthermore, it also announced that two new features would be added to its geolocation app. These are designed to help tech savvy parents to achieve greater piece of mind. They include “geofencing” through its Places feature, and map view crime data.

Peoplecount investigates the effects of location-based information in marketing

Peoplecount, a leading market research firm, recently released a report on behalf of ADCentricity, a location-based solutions company, concerning the marketing prospects of location-based digital media. The report was based on an ADCentricity client in the insurance industry, which had been running a national marketing campaign targeting various demographics. The report highlights various factors of the marketing campaign and its reach to consumers, covering aspects such as brand awareness, message recall, purchase intent, influence, and basic audience demographics.

Marketing campaign sees high exposure and engagement

According to the report, more than 80% of consumers that had experienced the marketing campaign heard it over the radio, with 50% having seen some aspect of the campaign on a digital screen of some sort. Approximately 1% of the consumers surveyed by Peoplecount were not aware of the advertisement at all. Most of these consumers were able to aptly recall the advertisement.

Insurer targets specific demographics for products

The report shows that the insurance company behind the marketing campaign made use of demographic information to sell its products to a targeted audience. Peoplecount notes that 68% of these consumers already held an insurance policy that related to the same type of coverage the insurer was trying to sell. Approximately 10% of consumers had plans to purchase additional insurance coverage within the next year. Peoplecount found in its report that the marketing campaign saw the most success in venues that had high dwell times, such as gyms and doctor’s offices.

Geographic information helped campaign find success

The report highlights the benefits of using location-based information to target consumers. The insurance company behind the marketing campaign was able to use this information to target consumers that would be in locations with high dwell times. As a result, the insurer saw a great deal of exposure through its campaign. While the report does not document the impact the campaign had in terms of sales, it does show that location-based marketing is a powerful way to reach a target audience.