Mobile audience to increasingly seek location media this holiday season: study

Friday 19, November 2010


Mobile audience to increasingly seek location media this holiday season: study


A report in the US has indicated that mobile audience will be increasingly seeking location media this holiday season.


In its latest Mobile Audience Insights Report, location-based mobile media company JiWire has found that nearly 90 percent of people are likely to use location-based services in the next several weeks for holiday planning and activities.


The report examines Wi-Fi trends, mobile device usage and adoption, in location media and mobile apps.


The report has highlighted that 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 traveller. 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.


Finding a store location

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,





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