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BizReport : Mobile Marketing : February 15, 2012


JiWire: 74% of mobile influenced by location-sensitive ads

Here's another point for location based advertisers: data from JiWire shows 74% of mobile users who see location based messages take action based on that ad. The data is available from JiWire's new Mobile Audience Insights Report.

by Kristina Knight

The buzz about location based marketing, especially for mobile marketers, and the number of tools available to better target ads have been growing for more than a year. Perhaps more importantly 80% said they preferred locally relevant ads via mobile. As for the actions taken after seeing a locally relevant ad on a mobile devices about one-third (31%) clicked on the ads and 21% searched for a store's location or more information. The breakdown from phones differs, too. iPhone users were most likely to search for more information (22%) while Android users were most likely to look for the nearest store location (25%); Blackberry users were most likely to make an immediate purchase (21%).

"It is exciting to see how important location-specific messaging is to consumers today," said David Staas, senior vice president of marketing at JiWire. "As the on-the-go audience demands locally relevant information, brands need to focus on reaching consumers in and around their locations."

Other interesting findings include:

• 25-34 year olds are most likely to compare prices in-store and then make a purchase
• iPad adoption rates grew by more than 7% (US, quarter to quarter)
• 25% of mobiles plan to purchase a new car in the next year
• Mobiles four times as likely to search for product reviews
• 21% search for mobile coupons in-store

As for QR Codes, which are growing in use by marketers, many shoppers are still confused by what they offer - and therefore aren't using them. Just over one-third (34%) of respondents didn't know if they had a QR scanner on their device.






Tags: JiWire, location based ads, location based marketing, location based services, mobile marketing








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