The local social networking site Nextdoor is going public in the next few months through a special purpose acquisition deal with Khosla Ventures. Given its anticipated spotlight and possible competition from larger social media platforms, CivicScience surveyed U.S. consumers on their experience with the app.
At this point in time, awareness of the app extends to more than half of U.S. adults.
Among those who have heard of Nextdoor, more than one-quarter say they’ve used and liked it. While 8% say they would like to try using it, the number of unfavorable users is equal to more than half of the percentage of favorable users.
Safety First
The community-oriented app provides access to local news, safety information, neighborhood connections, items for sale, and much more. Given the timely nature of the app’s features, most users say they’re on Nextdoor at least weekly.
Safety tips and crime watch are prime advantages proposed by Nextdoor, which tracks with the fact that the app is more popular among families than it is among those without kids.
It also makes sense then that people who own multiple cats and dogs are the most likely to be users than those without either.
When compared to the general population of Nextdoor users, both Facebook users and Twitter users over-index in having used and liked Nextdoor. While Twitter users over-index in their love of Nextdoor to a greater extent than Facebook users do, they are also significantly more likely to be unsatisfied Nextdoor users.
Should Facebook release a competing local hub of information and connections, it could see great success among the many people who haven’t cared for the Nextdoor experience. But with Nextdoor’s acquisition and the coming platform-wide changes, it will be a race to see who can capture or re-capture users.
