Indeed, in spite of its growing popularity among consumers, check-in services are being used by fewer local business owners, according to MerchantCircle surveys of nearly 5,000 owners in the U.S.

Nearly one-third of businesses said they were unfamiliar with check-in services and that they don't have the time or resources for such marketing. "Local businesses tend to opt for simple, familiar, proven marketing approaches," says Darren Waddell, vice president of marketing at MerchantCircle. "This may be why location-based marketing hasn't really caught on with this audience yet."

What is more, just 4% of consumers online used check-in services, according to the Pew Internet & American Life Project.

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