Tuesday, May 18, 2010

Location-Based Content Draws Mobile Users

Research from Wi-Fi provider and mobile ad server JiWire buttresses reports on the effectiveness of mobile advertising, especially in apps and location-based services.


The company found that most users of its public Wi-Fi services had downloaded at least 10 smartphone apps and about two-thirds spent more than 30 minutes a day using the applications. In addition, 63% said they “frequently” use apps that require them to give their location to serve specific content.


JiWire’s audience was somewhat less likely to say they would allow an app to access their location just to serve more relevant advertisements, but more than one-half reported they would.


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