SOURCE: JiWire

JiWire

February 24, 2010 08:00 ET

JiWire Reveals New Mobile Device Trends and Consumer Behaviors for On-the-Go Audiences

Mobile Audience Insights Report Shows 56 Percent Connect to Public Wi-Fi With Mobile Device

SAN FRANCISCO, CA--(Marketwire - February 24, 2010) - JiWire, the leading mobile audience media company that reaches over 20 million unique users per month, today released its Q4 2009 Mobile Audience Insights Report. The report looks at device use, consumer adoption of Wi-Fi and browsing behavior of people who access the Internet in public locations such as airports, hotels and cafés. Nearly half of users make purchases online while out of the home and office, and are doing so on a broad range of devices, showing a rapidly changing dynamic of how people are engaging with digital media.

Mobile Devices on the Rise

The use of Wi-Fi enabled mobile devices in public hotspot locations continues to increase. Fifty-six percent of respondents report they connect via their smartphone or other mobile device, and for 14 percent a mobile device is the primary means to connect to public Wi-Fi.

Looking at the popularity of mobile operating systems, JiWire's research shows that Google's Android jumped to second place in Q4 of 2009, with 167 percent growth in market share. Apple devices including the iPhone and iPod Touch remain the most popular; however, overall market share for the iPhone OS declined two percent in the fourth quarter. The report shows that usage of non-phone mobile devices, such as the Sony PSP, continues to grow among public Wi-Fi users. Three out of the top ten mobile devices used on public Wi-Fi aren't phones.

"With the proliferation of mobile devices, more people are accessing the Internet outside their homes and offices, whether on a mobile phone, netbook or even a gaming device," said David Staas, senior vice president, marketing, of JiWire. "Over 890 million new Internet enabled wireless devices are expected to ship this year alone according to Morgan Stanley, revolutionizing how people integrate media into their daily lives and changing the nature of advertising."

Big Brands Drive Consumer Demand for Wi-Fi

Public Wi-Fi is becoming more pervasive with a 21.9 percent growth in locations in 2009. Additionally, overall Wi-Fi usage continued to grow, with an 8.2 percent increase in Q4 alone. Travelers took advantage of free Wi-Fi sponsored by Microsoft (Bing) and Google over the holidays. These campaigns contributed to an increase in usage at airports and cafés by 26 percent and 22.9 percent respectively in Q4.

Further contributing to the increase in Wi-Fi use is the general shift from data cards to Wi-Fi: according to the Pew Internet and American Life Project, nine percent of laptop users made the switch to Wi-Fi in the second half of 2009.

With McDonald's starting to offer free Wi-Fi in 2010, JiWire projects a 15 percent increase in free Wi-Fi locations in the U.S., which will bring free Wi-Fi to 52 percent of the total number of public Wi-Fi locations this year.

Mobile Audiences Like to Shop

When surveyed, the on-the-go mobile audience revealed they are avid online shoppers and most likely to shop online for convenience:

--  90 percent make purchases online
--  49 percent make purchases online while on the go
--  47 percent use the Internet as their primary source for making a
    purchase
--  Internet stores, such as Amazon and eBay, are the most popular shopping
    destination with on-the-go audiences
--  Electronics superstores, such as Best Buy and Radio Shack, also appeal
    to mobile consumers who adopt new technologies early to stay connected

In December, the most frequently visited Web site categories were news, search engines and social networking. The top 10 sites reflected the need for people to connect, with Facebook and Yahoo in the top three.

About JiWire's Mobile Audience Insights Report

JiWire's third Mobile Audience Insights Report is based on data from approximately 285,000 public Wi-Fi locations, as well as a survey of 2,024 customers randomly selected across JiWire's Wi-Fi Media Channel in December 2009 - January 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 October - December 2009. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

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 www.jiwire.com or call (415) 877-4711.

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