November 17, 2009 08:00 ET

JiWire Announces Second Mobile Audience Insights Report With a Focus on the Business Traveler

New Study Shows 75 Percent Increase in Mobile Phones Using Premium Wi-Fi Locations, and That 81 Percent of Business Travelers Spend Over 30 Minutes Online in Airports

SAN FRANCISCO, CA--(Marketwire - November 17, 2009) - JiWire, the leading mobile audience media company that reaches over 20 million unique users per month across its Wi-Fi media channel, today released its second Mobile Audience Insights Report with new information on Wi-Fi usage trends for Q3 2009. The report also includes findings from a survey among Wi-Fi customers in airports across the U.S., helping advertisers understand this unique segment of the on-the-go audience that largely consists of affluent business decision makers.

The study found that airport business travelers are connecting via Wi-Fi for a significant amount of time: Eighty-one percent spend over 30 minutes online while waiting for their flight, and 32 percent spend over an hour online.

Seventy-two percent of the airport audience is business travelers with highly desirable demographics:

--  Fifty percent travel at least once a month.
--  Over half hold an executive or management position.
--  Over half have annual household incomes of over $100,000.
--  Seventy-five percent of all airport Wi-Fi customers plan to make a big-
    ticket purchase in the next 12 months.

"Business travelers are a highly coveted audience for both business and consumer-oriented advertisers due to their purchasing power, but are traditionally very difficult to reach," said David Staas, senior vice president, marketing of JiWire. "Our latest Insights report provides more in-depth information for marketers about this nationwide audience, as well as highlighting global trends as Wi-Fi continues to become the preferred method for on-the-go connectivity."

Mobile devices

Continuing the trend seen in the first half of the year, the use of mobile devices to connect to Wi-Fi locations grew 75 percent in Q3. The top mobile devices remain the iPhone and iPod Touch, which combined make up about 95 percent of mobile ad requests. Devices built on the Android-operating system emerged in the number four spot, while the Palm Pre continued to see growth and remained ranked at number five, similar to last quarter.

Public Wi-Fi locations on the rise

The report shows the overall number of public Wi-Fi locations is growing rapidly, with 18.8 percent year-to-date expansion in worldwide public Wi-Fi hotspot locations. In the last five years, the number of Wi-Fi locations has grown by 425 percent.

In addition to growth in locations, people are using Wi-Fi on an increasing basis, with visits to U.S. locations increasing 11.4 percent quarter over quarter. Hotels continue to have the largest amount of Wi-Fi visits with 65.5 percent market share, while airports were the quickest growing venue in Q3 2009, with visits up 23.2 percent over last quarter.

About JiWire's Mobile Audience Insights Report

JiWire's second Mobile Audience Insights Report is based on data from approximately 280,000 public Wi-Fi hotspot locations, as well as surveying 2,644 customers randomly selected in over 80 airport locations across the U.S. that used JiWire's Wi-Fi Media Channel in between June and July 2009. JiWire serves advertisements to over 30,000 public Wi-Fi hotspots in North America and records data from every ad request. The Mobile Audience Insight Report provides information into audience demographics and behavior, enabling advertisers to reach their target audience with relevant ads and messaging. The report is available for download on JiWire's Website at

About JiWire

JiWire is the leading mobile audience media company, delivering advertising across premier locations and devices. JiWire's breakthrough advertising medium enables marketers to reach an influential mobile demographic at the point-of-connection. JiWire's portfolio of blue-chip advertisers, combined with its market-proven delivery platform and registry of hotspot locations, enables wireless broadband networks and device manufacturers to leverage advertising as a currency for wireless Internet access. For more information, please visit or call (415) 877-4711.

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