JiWire: Over half of mobile users want location-based ads

If you're still considering whether location-based marketing is something worth investigating, you're way behind the curve. On-the-go consumers are already dialed in to location-based marketing and soon it'll be an expected part of their retail experience.

by Helen Leggatt

jiwire logo.png Consumer interest in location-based ads is growing and, according to JiWire's Q2 2010 Mobile Audience Insights Report. The good news for advertisers is that over half actually want to receive relevant location-specific ads.

The type of location-based ads that most appeal to mobile users are coupons (39%) followed by location of the closest store (36%), reviews on nearby retailers (35%), information on promotions/sales (29%) and contact information (14%).

More men (54%) than women (42%) are happy to reveal their location in order to receive relevant advertising. Men are also more likely to click on a location-aware ads than women (47% vs. 40%).

"People today are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers," said David Staas, senior vice president of marketing at JiWire.

"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."

Facebook launched its new location-sharing feature earlier this week. Facebook Places will allow Facebook users to alert their friends to their presence at a bar, restaurant, mall, or other location while also drawing attention to places of interest nearby.