JiWire’s Mobile Audience Insights Report is based on data from approximately 450,000 public Wi-Fi locations, as well as a survey of more than 3,000 customers randomly selected across JiWire’s public Wi-Fi Media Channel between Oct. and Dec., 2010. JiWire serves advertisements to 40 million unique users across location-based apps and public Wi-Fi locations in North America and the United Kingdom and records data from every ad request. 

According to the survey respondents:

• 78% use location-based apps on their phone; 29% use them multiple times a day;
• 34% have clicked on an ad in response to a location specific message;
• 57% are more likely to engage with an ad that is relevant to their location – an increase from 46% in Q1;
• 84% of people who use app-enabled phones have participated in a shopping activity;
• On average, the mobile audience uses 1.6 devices to connect while on the go.

The report also found location-based advertising is driving consumers to physical storefronts, as evidenced by the 20% of the on-the-go audience visiting a store in response to a location-based ad. While 42% of respondents are most likely to use location-based services for finding store locations, as the discount in the ad increases, the more time a customer is willing to travel to redeem the offer. This provides new opportunities for brands to attract new customers across a broader distance and drive in-store traffic and sales, says JiWire management.