SOURCE: JiWire

August 18, 2010 08:00 ET

JiWire's Latest Mobile Audience Insights Report Reveals Most Valuable Features of Location-Based Services

Thirty-Nine Percent of On-The-Go Audience Is Interested in Receiving Mobile Coupons and Discounts

SAN FRANCISCO, CA--(Marketwire - August 18, 2010) -  JiWire, the leading location-based mobile media company reaching the On-The-Go Audience, today released its Q2 2010 Mobile Audience Insights Report, which examines mobile connectivity, device use and consumer preferences for location-based content and advertising. The report found that mobile users find the most appealing location-based ads are coupons, with 39 percent agreeing that they want discounts while on the go. They are also interested in discovering nearby stores and reviews through ads on location-based apps.

Location-Based App Users Want Relevant Ads

More than half of the On-The-Go Audience is willing to share its location through location applications or services for more relevant ads. Men and women feel only slightly differently about what they will reveal -- the survey found that 54 percent of men and 42 percent of women will reveal their location in exchange for more relevant advertising.

Some of the most interesting statistics about location-based apps show which audiences are most likely to engage with local content and what they are primarily interested in:

  • More than 50 percent want to receive location-specific advertising
  • Of the top 15 location-based apps, 10 will help find local products and venues while four are geo-social, such as Facebook, Where and Foursquare
  • 36 percent of the On-The-Go Audience are interested in receiving location-based advertising about the closest stores
  • 37 percent are using their location apps in their home market just as much as when traveling
  • 47 percent of men and 40 percent of women are more likely to engage with mobile ads that are relevant to their current location

"The context of a location, rather than just a point on a map, provides the most relevant understanding of a consumer," said David Staas, senior vice president of marketing at JiWire. "People today are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers. Just as brands were challenged with how to 'socialize' themselves in the social media space, today brands need to think about how to 'localize' themselves with their consumers."

iPad Emerges as Third Most Popular Wi-Fi Mobile Device

In April of Q2, the iPad was introduced with nearly five percent market share and made a strong debut as the third most popular Wi-Fi enabled mobile device, behind the iPod touch and the iPhone. While the iPhone is still the top device in Q2, it dropped 11.4 percent this quarter.

Consistent with previous reports, Apple devices continue to dominate the top 10. However, the HTC Droid Incredible has become the most popular Android device, followed closely by the Motorola Droid, facilitating the platform's increase in market share and taking away from the Apple iOS. This quarter, both the Android and RIM platforms increased 1.2 and .07 percent respectively, while Apple's platform declined 2.3 percent despite launching two new products.

More Than Half of Wi-Fi Locations are Free

Wi-Fi usage continued to grow quarter over quarter, increasing 17.3 percent across all venues. In the U.S., 55 percent of locations are now offering free Wi-Fi, with a 12.6 percent increase from Q1 2010. Cafés and hotels offer the most free Wi-Fi access. While hotels, cafés and airports remain the primary Wi-Fi venues, this quarter's report shows an 11 percent increase in other locations, such as universities and transit, indicating the rapid emergence of new types of locations implementing Wi-Fi as an added service.

About JiWire's Mobile Audience Insights Report

JiWire's fifth Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as a survey of 2,260 customers randomly selected across JiWire's Wi-Fi Media Channel from May 2010 - June 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 April 2010 - June 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.