Mobile users find the most appealing location-based ads are
coupons, with 39 percent agreeing that they want discounts while on the
go, reported the new JiWire, Q2 2010 Mobile Audience Insights of Wi-Fi users. The most popular mobile Wi-Fi devices are the iPhone, iPod Touch, iPad followed by the Droid Incredible, Mototorola Droid, Sony PSP, BlackBerry Curve, Palm Pre, BlackBerry Bold and HTC G1. Cafes and hotels continue to be the top Wi-Fi access places.
The JiWire survey found:
• 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 and Where.
• 36 percent 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.
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.
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.
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. Cafes
and hotels offer the most free Wi-Fi access. While hotels, cafes 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.
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.
OMG this is happening so quickly....loaction specific advertising is definitely the way forward.