August 18, 2010

JiWire - People Want Discounts While on the Go with Location Based Apps

Following up on my post yesterday, is some confirmation that there is a large audience of users out there who want and are open to discounts while on the go through their mobile phones. The discounts would be delivered through Location based Services - from Apps to ads on their mobile phones.

JiWire is reporting that 39% of mobile users find discounts as the most appealing ads while on the go are discount coupons. Ads that are location specific, and targeted offer immediate, relevant and actionable opportunities that matter to consumers.

Some highlights:

  • A majority of users want location specific ads
  • 36% of the on-the-go audience are interested in receiving locaiton based ads about stores that are close to them
  • 47% of men and 40% of women said that they were more likely to engage in an ad if it was relevant to their location
  • While 57% of 25-34 year olds would share their location for more relevant ads, only 24% of 65+ would - not surprising, but dramatically different nonetheless.

"The context of a location, rather than just a point on a map, provides the most relevant understanding of a consumer," said David Staas, senior vice president of marketing at JiWire. "People today are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers. 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."

As Apps like Fourquare, Facebook (pending), and Gowalla move to offer location specific merchandising and discounts, their market might will continue to rise given the receptivity outlined from the jiWire results. What will be more impressive is when generic ads start becoming more and more obviously location specific in their execution to capitalize on these findings.

Top Location-Based Applications

  1. GPS/Google Maps
  2. Google
  3. Yelp
  4. Facebook
  5. Foursquare
  6. Weather
  7. Around Me
  8. Wi-Fi Finder
  9. Restaurant Finder
  10. Yahoo!
  11. Urban Spoon
  12. Twitter
  13. Where
  14. Poynt
  15. Tripadvisor

All data - source - JiWire - Q2 2010  


More at JiWire

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Posted by Scott Martin at August 18, 2010 11:04 AM

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