JiWire’s New Q2 Mobile Report

Gail Chiasson, North American Editor

Relevant advertising and coupons are key topics in San Francisco-based JiWire’s Q2 2010 Mobile Audience Insights Report, which examines mobile connectivity, device use and consumer preferences for location-based content and advertising.

JiWire is the leading location-based mobile media company reaching the on-the-go audience. Its new report found that mobile users find the most appealing location-based ads are coupons, with 39% 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. More than half of the on-the-go audience is willing to share its location, through either 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% of men and 42% 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. It was found that:

  • Of the top 15 location-based apps, 10 will help find local products and venues, while four are geo-social, such as Foursquare and Where;
  • 36% are interested in receiving location-based advertising about the closest stores;
  • 37% are using their location apps in their home market just as much as when they are traveling;
  • More than 50% want to receive location-specific advertising;
  • 47% of men and 40% 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,” says David Staas, senior vice-president of marketing, 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.”

In April, the iPad was introduced with nearly 5% 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% during that period.

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% respectively, while Apple’s platform declined 2.3% despite launching two new products.

Wi-Fi usage continued to grow quarter over quarter, increasing 17.3% across all venues. In the U.S., 55% of locations are now offering free Wi-Fi – a 12.6% increase from Q1 2010. Cafés and hotels offer the most free Wi-Fi access. And while hotels, cafés and airports remain the primary Wi-Fi venues, this quarter’s report shows an 11% 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 in May and June. 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 in April, May and June, 2010. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

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