A report has indicated that 53 percent of the on-the-go U.S. audience are willing to share their location to receive more relevant content. According to JiWire’s Mobile Audience Insights Report, 52 percent expect to use their mobile device more for holiday shopping this season, compared to last year.

Published: 18 Aug 2011

A report has indicated that 53 percent of the on-the-go U.S. audience are willing to share their location to receive more relevant content. According to JiWire’s Mobile Audience Insights Report, 52 percent expect to use their mobile device more for holiday shopping this season, compared to last year.

As people become increasingly mobile, they are looking for more relevant content and deals at their fingertips.

Mobile consumers under the age of 34 are more eager to share, with 60 percent offering their location for better information. The U.K. trends even higher, with 69 percent willing to share location information.

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.”

Some of the key findings in this report:

• 31 percent said the ability to compare prices is the most valuable aspect of mobile for shopping.

• When it comes to proximity, 29 percent want sales and promotions within one mile of a store, while 24 percent want promotions within 10 miles of the store.

• 38 percent prefer to receive local deals over email; 78 percent spend less than $50 on local deals.

• The average mobile consumer now owns 2.4 connected devices.

Proximity Marketing Trends

Sales and promotions are the most popular types of information that mobile consumers are 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 U.S. However, product availability and directions are 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 U.K., 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 U.S. shopping season, the report shows that 52 percent of the on-the-go audience is planning to use their mobile device more this holiday season. While mobile users are increasingly comfortable using their mobile devices for shopping transactions, more than half plan to compare prices and research or read reviews on products before purchasing.

Local Deals Gain Momentum

Local deals are increasingly an integral part of the mobile shopping experience, with 92 percent purchasing at least one deal per month. The growth in local deals is also being driven by sharing. Seventy five percent of the on-the-go audience is sharing deals regularly, up 21 percent from last quarter. The most popular way to share is through email, word of mouth and Facebook. On average consumers are spending less than $50 on local deals, though overall men are more willing to spend more than women.

Mobile Device Trends and Adoption

Tablets continue to gain momentum with 32 percent already owning a tablet device in the U.S. This is even higher in the U.K. with 75 percent of respondents either already owning or planning to purchase a tablet. More than half of the on-the-go audience in the U.K prefers the iOS platform.

Compared with other devices, the iPad saw the most growth this quarter to gain 20.9 percent 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 percent marketshare. In the U.K., iOS continues to decline for the second consecutive quarter while Android and Windows gain 1.5 and 2.2 percent respectively.