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69% of UK mobile users willing to give location for relevant content and promotions, finds study

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Some 69% of the on-the-go UK mobile users have told a survey by JiWire that they are willing to share their location to receive more relevant content. In the US, 53% are willing, with mobile consumers under the age of 34 are more eager to share, with 60% offering their location for better information.

As people become increasingly mobile, they are looking for more relevant content and deals at their fingertips. In fact, 52% expect to use their mobile device more for holiday shopping this season, compared to last year, says the latest Mobile Audience Insights Report, which examines location-based and proximity marketing trends, mobile shopping behaviors, connected device adoption and public Wi-Fi trends.

According to the study, 31% said that the ability to compare prices is the most valuable aspect of mobile for shopping. When it comes to proximity, 29% want sales and promotions within one mile of a store, while 24% want promotions within 10 miles of the store. Some 38% prefer to receive local deals over email.

Interstingly, the average mobile consumer now owns 2.4 connected devices.

Sales and promotions are the most popular types of information that mobile consumers are looking for when engaging with location-based services. The study examined how consumers rated various services when one mile and 10 miles from a location. Sales and promotions took the top position at both distances in the US.

However, product availability and directions are of more interest at the 10 mile range, indicating consumer preferences for certain information begin to change with distance.

Customer reviews were the location-based information most sought after in the UK, regardless of distance. The data shows that proximity becomes a key factor for brands to consider when leveraging location-based advertising.

Looking ahead to the US shopping season, the report shows that 52% of the on-the-go audience is planning to use their mobile device more this holiday season. While mobile users are increasingly comfortable using their mobile devices for shopping transactions, more than half plan to compare prices and research or read reviews on products before purchasing.

“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 at 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.”

Local deals are increasingly an integral part of the mobile shopping experience, with 92% percent purchasing at least one deal per month. The growth in local deals is also being driven by sharing. Seventy five percent of the on-the-go audience is sharing deals regularly, up 21% from last quarter. The most popular way to share is through email, word of mouth and Facebook. On average consumers are spending less than $50 on local deals, though overall men are more willing to spend more than women.

Tablets continue to gain momentum with 32% already owning a tablet device in the US. This is even higher in the UK with 75% of respondents either already owning or planning to purchase a tablet. More than half of the on-the-go audience in the UK prefers the iOS platform.

Compared with other devices, the iPad saw the most growth this quarter to gain 20.9% of the mobile device landscape and overtake the iPod touch. While there was a dip in iOS marketshare, Windows has surged ahead with its Windows Mobile 7, taking the fourth spot in the top 10 devices and gaining 3.7% marketshare.

In the UK, iOS continues to decline for the second consecutive quarter while Android and Windows gain 1.5 and 2.2% respectively.

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