SOURCE: JiWire

JiWire

November 17, 2010 08:00 ET

JiWire Reveals Location Trends in Latest Mobile Audience Insights Report

Almost 90 Percent Likely to Use Location-Based Apps for Holiday Shopping Season

SAN FRANCISCO, CA--(Marketwire - November 17, 2010) - JiWire, the leading location-based mobile media company reaching the On-The-Go Audience, today announced its latest Mobile Audience Insights Report, revealing that the mobile audience will be increasingly seeking location media this holiday season. The report, which examines Wi-Fi trends, mobile device usage and adoption, in location media and mobile apps, found that nearly 90 percent of people are likely to use location-based services in the next several weeks for holiday planning and activities.

Finding a Store Location is Most Valuable, Especially During Holidays

When searching for local content, 61 percent say that finding store locations is the most valuable feature of location-based media. Additional key findings around location trends include:

  • 89 percent will likely use location-based apps and services during the holiday shopping season
    • 36 percent plan to find product reviews
    • 33 percent plan to discover current inventory at nearby stores
    • 26 percent plan to connect with social networks through location-based features
  • 62 percent have used "find a store location" features within an ad
  • On average, 30 percent are willing to travel more than five miles to redeem a mobile coupon
  • 21 percent have redeemed mobile coupons in the past 90 days
  • 49 percent of the On-The-Go Audience is open to checking-in on mobile apps, with 29 percent looking for deals and 17 percent simply wanting to share location

The data shows that mobile users are willing to travel more than five miles to redeem mobile promotions, especially for entertainment, retail or restaurants. This fact demonstrates that marketers can attract more customers by extending the range of their location campaigns beyond the basic storefront check-in to include the entire city.

"It's becoming clear that there is a huge opportunity with location, well beyond the check-in," said David Staas, senior vice president of marketing at JiWire. "Consumers are demanding a wealth of location information that spreads across branding, product detail and discounts, allowing brands to build bigger campaign strategies. This is great news as we head into 2011 -- unlocking big brand budgets and even more opportunity in location-based media."

Business Travelers Must Have Wi-Fi and Mobile Apps

The proliferation of Wi-Fi and the impressive growth of mobile apps have been driven by the demands of mobile consumers, especially by the business traveler. Their need to stay connected while out of the office leads 88 percent to actively seek Wi-Fi while traveling. Additionally, 68 percent consider mobile apps very important in making their lives easier while on the go, with more than 50 percent regularly using apps in public Wi-Fi locations. The most popular mobile apps, most of which are location-based, include travel, weather, news and social networking -- The Weather Channel and Facebook apps topped the chart.

Android Gains Market Share on Apple

Accounting for nearly 7 percent of mobile ad requests, Android continues to grow. Three new Android phones launched in the top 10 mobile devices in Q3, shifting market share from Apple but also changing the position of other devices on the market. While Android OS has seen 3.3 percent growth this quarter, the only device that has remained a top mobile device is the Motorola Droid, rising as the fourth most popular device. The iPad's market share increased 16.3 percent this quarter, while the iPhone and iPod declined.

In the U.K., Android devices are growing much faster, with 12.8 percent market share with devices such as the HTC Desire, Wildfire, Magic and Hero. Apple still holds the top three spots with 82.1 percent of the market share. Mobile device connections make up 18.2 percent of the total connections. JiWire recently launched its presence in Europe with an office in the U.K. and a new partnership with British Telecom, expanding its Wi-Fi media channel.

Widespread Wi-Fi Growth -- SF and NYC No Longer Top U.S. Markets

Wi-Fi usage in the U.S. continues to grow, with an 18.4 percent increase in Q3 alone, as well as continued increase in the number of hotspots. Cafés saw impressive growth of free venues with a 36.9 percent increase, as stores, such as Starbucks, switched from paid to free Wi-Fi. Also in the U.S., Brooklyn and the Bronx, which each increased more than 100 percent, took over the first and second spots as the top Wi-Fi usage cities. This sent New York City and San Francisco to third and fourth place. This change is due to Comcast Xfinity increasing its Wi-Fi network on the East Coast, as well as a general increase in Wi-Fi enabled mobile devices.

About JiWire's Mobile Audience Insights Report
JiWire's sixth Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as a survey of 1,200 customers randomly selected across JiWire's Wi-Fi Media Channel from July 2010 - September 2010. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and records data from every ad request. This report is based on the ad request data collected from July 2010 - September 2010. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

About JiWire
JiWire is the leader in connecting advertisers to today's On-The-Go Mobile Audience, using the world's largest location-based interactive media channel. JiWire's platform enables advertisers to identify and deliver ads to audience segments based on a person's physical location while taking the venue type and brand into account. JiWire also allows wireless broadband network hosts and device manufacturers to leverage advertising as a currency for wireless Internet access. With a goal of engaging users however they connect to the Internet while on the go, JiWire provides a cross-channel solution that extends location-based targeting to multiple devices, from laptops to smartphones, across content channels from Wi-Fi to the Internet to mobile. For more information, please visit www.JiWire.com or call (415) 877-4711.