Location Features Driving Mobile Shopping

JiWire's fourth quarter 2010 report found that location-based ads are driving mobile shopping, with 17 percent of the on-the-go audience making purchases while mobile and 20 percent visiting physical store locations after seeing a relevant ad. Additionally, the greater the discount offered, the further the mobile audience is willing to travel to redeem a promotion.

About 78 percent of respondents use location-based apps on their phone and 29 percent use them multiple times a day. Some 34 percent clicked on an ad in response to location specific message.

Some 57 percent are more likely to engage with an ad that is relevant to their location, an increase from 46 percent in the first quarter of 2010.
About 17 percent have made a purchase in response to a location-based advertisement.

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