JiWire today announced its latest “Mobile Audience Insights Report,” which contains a range of behavioral and survey based data from people using laptops and mobile devices on WiFi. The data were collected in Q4 of last year.
The bottom line is that location is gaining across the board and that local ads are more relevant and drive greater consumer response. According to the survey:
- 78% use location-based apps on their phone; 29 percent use them multiple times a day
- 34% clicked on an ad in response to location specific message
- 57% are more likely to engage with an ad that is relevant to their location, an increase from 46 percent in Q1
- 17% have made a purchase in response to a location-based advertisement
Look at those numbers again, they blow away general response rates for national ads online: “34 percent clicked on an ad in response to location specific message.”
Here are some of the more interesting charts from the report:
The following shows the categories of information that users are most interested in in terms of mobile-location:
As one might expect price and deals are the drivers of in-store visits.
But perhaps most fascinating is this chart that shows how far people are willing to travel and what the deal would need to be to get them to do so.
JiWire found that almost half of respondents weren’t willing to travel for a 10% discount. However at 75% off 65% of respondents were willing to travel an hour or more to get the deal.
Finally all the numbers above go up for smartphone owners. For example, 63% said that they’re more likely to engage with locally relevant ads.