For users like myself who are so ingrained in the world of social media and jump at the chance to try the latest trend, it’s hard to remember that some people don’t use location-based services. According to an infographic created by marketing firm Beyond, only 17 percent of people use services like Facebook Places, Foursquare and Yelp, but why hasn’t everyone jumped on this very promising type of social networking. Apparently, it’s a mix of things.

The infographic which outlines who does and doesn’t use location-based services and why, states a number of concerns regarding the use of these services. First, 50 percent of users don’t have smartphones (I was once among this group and have since been unable to imagine life without it). 48 percent of non-users cited privacy concerns, which is very understandable because it was at the root of my apprehension until I realized I control my own privacy when using these services, and 49 percent had no motivation.

Motivation to use location-based services like Facebook Places, which is utilized by 90 percent of people who “check-in” anywhere online, shouldn’t be waning. Companies should be offering more promotions to bring in local costumers because it’s basically free advertising! 54 percent of current users use the services for discounts and coupons and 44 percent of non-users would consider using a location-based service for discounts and coupons. Why aren’t they converted? There’s just not enough good deals, in my opinion.

What’s also interesting is users are more likely to check-in with large brands (perhaps this is because those are the ones that often offer promotions) but less likely to share those check-ins with friends. When it comes to the social aspect of sharing your location, who cares if you went to Panera for lunch? Friends want to know about the cool mom-and-pop places they’ve never heard of.

This insight is invaluable brands who are wondering how to utilize location-based services to bring in revenue. To view the infographic at it’s full size, click on the picture.