JiWire has released a new report that shows the results of their recent study that illustrate how important it is to retailers to provide locally relevant content to mobile users who are near or within one of their store locations.
The JiWire “Mobile Audience Insights Report” showed that 80 percent of mobile users would like to see locally relevant marketing from retailers. At the same time, it also indicated that 3 out of 4 mobile users have an increased likelihood of taking an action following the receipt of a location-specific message. Moreover, the study showed that 21 percent of participants will try to find a coupon for a store while they are already inside one of its locations.
Senior vice president of San Francisco-based JiWire, David Staas, said that their research indicated that “80 percent of the on-the-go audience prefers locally relevant advertising and 75 percent are more likely to take an action after seeing a location-specific message.” He explained that this underscores how important it is for companies to “locationize” themselves and their brands by providing improved customer engagement through content that is location-based.
Staas stated that it is interesting to see how mobile devices such as tablets and smartphones are being increasingly used for connection to public Wi-Fi when compared to the use of laptops. To him, this is proof that people truly are mobile – they’re on the go – and they are using their devices to make a connection with their environment on an increasing basis. According to his data, 33 percent of people in the United States are using smartphones instead of 3G devices to connect with public Wi-Fi.
