Mobile Audience Insights report reveals 53% willing to give location for relevant content and promotions
Mobile Audience Insights report reveals 53% willing to give location for relevant content and promotions
In the latest mobile and location trends report, 69% of the on-the-go UK audience revealed they are willing to share their location to receive more relevant content.
Mobile consumers under the age of 34 were more eager to share, with 60% offering their location for better information. The US trend was slightly lower, with 53% willing to share location information.
JiWire, the location-based mobile media company reaching the on-the-go audience, revealed the findings from its latest Mobile Audience Insights Report, which examines location-based and proximity marketing trends, mobile shopping behaviours, connected device adoption and public Wi-Fi trends.
Relevant content is king
As people become increasingly mobile, it said they are looking for more relevant content and deals at their fingertips. In fact, 52% expect to use their mobile device more for holiday shopping this season, compared to last year.
Other key findings in this report included 31% said the ability to compare prices is the most valuable aspect of mobile for shopping. When it comes to proximity, 29% want sales and promotions within one mile of a store, while 24% want promotions within 10 miles of the store. A further 38% preferred to receive local deals over email; 78% spend less than $50 (£30) on local deals. And the average mobile consumer now owns 2.4 connected devices.
Proximity marketing trends
Sales and promotions were the most popular types of information that mobile consumers were looking for when engaging with location-based services. The study examined how consumers rated various services when one mile and 10 miles from a location. Sales and promotions took the top position at both distances in the US.
However, product availability and directions were of more interest at the 10-mile range, indicating consumer preferences for certain information begin to change with distance. Customer reviews were the location-based information most sought after in the UK, regardless of distance. The data shows that proximity becomes a key factor for brands to consider when leveraging location-based advertising.
Holidays will drive mobile shopping
Looking ahead to the festive shopping season, the report shows that 52% of the on-the-go audience were planning to use their mobile device more this holiday season. While mobile users were increasingly comfortable using their mobile devices for shopping transactions, more than half planned to compare prices and research or read reviews on products before purchasing.
“The mobile revolution continues to evolve and we are seeing much higher adoption of mobile devices, services and offerings than ever before,” said David Staas, senior vice president of marketing at JiWire. “Location is clearly a key driver of mobile commerce, whether it’s for finding local deals or engaging with major brands through location media. The early data suggest that this will be a major trend this coming holiday season.”
Local deals gain momentum
Local deals are increasingly an integral part of the mobile shopping experience, with 92% purchasing at least one deal per month. The growth in local deals was also being driven by sharing, according to the report. Three quarters (75%) of the on-the-go audience were sharing deals regularly, up 21% from last quarter. The most popular way to share was through email, word of mouth and Facebook. On average consumers were spending less than $50 on local deals, though overall men were more willing to spend more than women.
Mobile device trends and adoption
Tablets continued to gain momentum, with 32% already owning a tablet device in the US. This was even higher in the UK, with 75% of respondents either already owning or planning to purchase a tablet. More than half of the on-the-go audience in the UK preferred Apple’s iOS platform.
Compared with other devices, the iPad saw the most growth this quarter to gain 20.9% of the mobile device landscape and overtake the iPod touch. While there was a dip in iOS marketshare, Windows has surged ahead with its Windows Mobile 7, taking the fourth spot in the top 10 devices and gaining 3.7% marketshare. In the UK, iOS continued to decline for the second consecutive quarter while Android and Windows gained 1.5% and 2.2% respectively.
JiWire said its Mobile Audience Insights Report was based on data from approximately 450,000 public Wi-Fi locations, as well as surveying more than 2,800 US customers and more than 2,000 UK customers randomly selected across JiWire’s Wi-Fi Media Channel from April 2011 to June 2011.
