Study: Location-tagging growing in importance for people

A new study out from JiWire indicates more and more consumers are location-tagging photos snapped and shared on the go from mobile devices. In fact, according to the report 72% prefer taking on-the-go pictures with a mobile device rather than a camera. The act of location tagging can give marketers are more direct look at how consumers are engaging. Here's how:

by Kristina Knight

Kristina: Tell me about this report?

David Staas, Interim CEO, JiWire: JiWire surveyed about 400 consumers to discover the motivations behind location-based photo sharing. The research showed that 72% prefer their mobile device as opposed to their camera for snapping photos. The convenience of photo-sharing with location is easier than ever on mobile devices (smartphones and tablets). For example, an interesting stat is that men are more likely than women to location-tag their pictures in attempt to connect with those around them, while women are more likely to location-tag their photos when sharing photos of travel or experiences with their family and friends.

Kristina: How can brands use this type of information?

David: Advertisers can use this trend to understand their audience in a deeper way, while they are on-the-go. With the increase in location-tagging, it gives context to the advertisers who can then cater to their on-the-go audience. The main idea is to target the on-the-go consumer with not only the right message but also in the right location. This interaction between consumer and brand creates better engagement for both parties--users can share their experiences with friends and advertisers can reach their audiences appropriately.

Kristina: What trends are you seeing in mobile currently?

David: With JiWire's quarterly Insights report that was released in April (for Q1 2012), trends included:

• 70% of C-level executives also report using location-based apps daily (56%) or weekly (14%)
• More than half of business people use apps on a daily basis regardless of position or company size
• When traveling for business, the top three most-used app categories are travel, weather, and social networking

Because of these trends, JiWire dug a little deeper into data surrounding location-based photo services, and discovered that 83% of people take pictures while on-the-go. JiWire's Q2 Insights Report will be released in July.

Tags: JiWire, location based targeting, location tagging, mobile devices, mobile marketing, mobile metrics

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Annie Pettit

I have to admit that as a researcher, I love the ability to detect location. It helps my clients better understand regional differences in opinions and attitudes towards brands. But, as an individual, I'm not keen to use it. I know how location data can be misused by people who are less than careful and care is something I want.

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