SAN FRANCISCO, CA--(Marketwire - May 12, 2010) - JiWire, the leading mobile audience media company that reaches the On-The-Go Audience across its location-based media channel, today released its latest Mobile Audience Insights Report. The report examines device use, consumer adoption of Wi-Fi and consumer preferences for mobile content and advertising delivery. Advertisements in mobile applications are especially effective -- over half of survey respondents acted on an advertisement in an app in the last 30 days, and 18 percent made a purchase as a result of it.
Location-Based Mobile Ads are Preferred
Continuing to focus on how people consume mobile content, this quarter's report focused on mobile applications. JiWire's On-The-Go Audience research demonstrates that this audience responds to free, location-based ads at a high rate:
- 40 percent spend over one hour daily using apps and have an average of 22 apps on their mobile device.
- 76 percent prefer free apps that have advertising over paying a fee for the same apps.
- 84 percent would be just as likely or more likely to engage with an ad relevant to their current location.
- 53 percent are willing to share their current location to receive more relevant advertising.
- 52 percent acted on an advertisement in an app and 18 percent made a purchase from an ad in an app in the last 30 days.
"People have a completely different perception of mobile content and advertising when they're on-the-go compared to when they're at home or in the office," said David Staas, senior vice president of marketing at JiWire. "With nearly half of the on-the-go mobile audience saying they are more likely to engage with an ad that is relevant to their current location, this is an opportunity brands and agencies are more rapidly embracing."
iPad & Mobile Wi-Fi Usage
JiWire's report shows for the first time Apple's iPhone ranking higher than Apple iPod Touch in share of ad requests, which flips the trend seen in previous reports. Android saw strong growth of 44 percent from last quarter and continues to be the second most popular OS. Symbian shows strongest growth gaining 211 percent market share, while RIM OS, Windows Mobile OS, webOS and others all show decreases.
The iPad had an immediate impact on Wi-Fi usage, reinforcing the device proliferation beyond laptops and mobile phones seen in previous quarters. The average number of total daily uniques on the iPad was 1.53 percent of all unique ad requests across JiWire's network, a significant number for one device in its first month on the market. Twenty-three percent of the On-The-Go Audience plans to purchase an iPad. Of those, 60 percent own an Apple iPhone or iPod Touch, 40 percent own a non-Apple device and 24 percent of those planning to buy an iPad are Blackberry owners. This shows the iPad is going to be a big crossover device for a lot of non-Apple mobile owners.
Wi-Fi with your Coffee?
Wi-Fi usage continues to grow, increasing 15.8 percent from last quarter driven by more locations, more Wi-Fi enabled devices and an increase in the number of free locations. Specifically, the use of Wi-Fi in cafes increased significantly over the past quarter, up over 50 percent. The number of public Wi-Fi locations has experienced a 20 percent annual growth rate from Q1 2009 to Q1 2010.
About JiWire's Mobile Audience Insights Report
JiWire's fourth Mobile Audience Insights Report is based on data from approximately 285,000 public Wi-Fi locations, as well as a survey of 2,030 customers randomly selected across JiWire's Wi-Fi Media Channel from March 2010 - April 2010. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and records data from every ad request. This report is based on the ad request data collected from January 2010 - March 2010. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.
About JiWire
JiWire is the leading mobile audience media company, delivering advertising across premier locations and devices. JiWire's breakthrough advertising medium enables marketers to reach an influential mobile demographic at the point-of-connection. JiWire's portfolio of blue-chip advertisers, combined with its market-proven delivery platform and registry of hotspot locations, enables wireless broadband networks and device manufacturers to leverage advertising as a currency for wireless Internet access. For more information, please visit www.jiwire.com or call (415) 877-4711.
