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BizReport : Mobile Marketing : August 17, 2011

Survey: Mobile users will offer location for relevant information

Local targeted on mobile devices is hot but look for it to get much hotter. As mobile consumers begin using mobiles more often, they are realizing what there is to gain from mobile computing - primarily that more relevant information, ads and content can be readily found. More than half of mobiles are already looking for more localized information, according to one report.

by Kristina Knight

Researchers with JiWire have compiled the findings for their latest Mobile Audience Insights Report and what they've found may change how marketers approach mobile. According to their report more than half (53%) of mobile consumers are willing to offer their location in return for localized offers, content or other information.

Content, by the way, is becoming easier to consume via mobile every day. Many national magazines have tablet or smartphone apps. PixelMags is one platform helping to take content mobile, their platform helps publishers make content mobile-friendly.

In addition to content, shopping is of growing mobile importance; 52% of mobiles say they will use their devices for the upcoming holiday shopping season.

"The mobile revolution continues to evolve and we are seeing much higher adoption of mobile devices, services and offerings than ever before," said David Staas, Senior Vice President of Marketing, JiWire. "Location is clearly a key driver of mobile commerce, whether it's for finding local deals or engaging with major brands through location media. The early data suggest that this will be a major trend this coming holiday season."

Other interesting findings include:

  • 92% of mobile consumers purchase one or more daily deals (monthly)
  • 75% of mobile consumers share daily deal information
  • 38% prefer local deals to email
  • 75% of mobile consumers own or plan to buy a tablet
  • 31% report using mobile devices for price comparisons
  • As for the types of deals mobile consumers are looking for while on the go, sales and promotion information tops the list; most will travel up to 10 miles if a deal is relevant to them.

    Data from the Pew Internet & Ameican Life Project finds that 34% of US adults own a smartphone and that most of these utilize email (87%) and mobile browsers (68%) at least daily. Meanwhile a new forecast from Forrester Research predicts that mobile commerce will reach $4 billion in 2011 and could skyrocket past $31 billion by 2016.

    Tags: Forrester Research, JiWire, local mobile targeting, mobile content, mobile marketing, PixelMags

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