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BizReport : Mobile Marketing : February 10, 2011

JiWire: Mobile is changing the shopping game

The headline above may seem obvious, but is actually a change. In the past, location-based mobile ads have been more likely to push storefront traffic than virtual purchases. According to a new JiWire report, location-based mobile ad units are pushing mobile shopping.

by Kristina Knight

The Mobile Audience Insights Report finds that 17% of mobile consumers make purchases via a mobile device post-ad; 20% also make brick-and-mortar store visits after seeing relevant mobile ads. The report further found:

• 78% of mobile consumers use location-based apps
• 34% have clicked onto ads because of a location specific message
• 57% are more likely to engage with ads based on a relevant location
• 42% rely on location-based services to find store locations

"Consumer demand for location-based services and reception to location-based advertising continues to increase dramatically, with companies like Groupon, Facebook and now even Google getting into hyperlocal deals," said David Staas, SVP of Marketing at JiWire. "Localized ads help consumers find the best deals and venues in their area and as location-based services become more mainstream, people are becoming more willing to give their location to reap the benefits of relevant promotions and discounts. With more consumers adopting app-enabled smartphones, location-based features and services will become synonymous with a mobile lifestyle."

One more interesting finding: tablets are beginning to surpass laptops. Researchers found that, with the release of the iPad, the use of laptops to connect to public Wi-Fi decreased by about 26%. iPad and other tablet use increased by 10% during the same period.

How are mobile consumer staying so connected? The report also shows that Wi-Fi hotspots have increased to more than 414,000 worldwide, a 43% increase from the number of hotspots available in 2010. Also, for the first time China has exceeded the US, the global top market to this point, in the use of Wi-Fi hotspots.

Tags: ecommerce, JiWire, m-commerce, mobile marketing, mobile shopping, online shopping

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