The report examines device use, consumer adoption of Wi-Fi and consumer preferences for mobile content and advertising delivery, and found that advertisements in mobile applications are especially effective, with over half of survey respondents acting on an advertisement in an app in the last 30 days, and 18 percent making a purchase as a result.
In addition, the research shows that a majority of mobile audiences respond to free, location-based ads at a high rate, with 40 percent spending over one hour daily using apps, while having an average of 22 apps on their mobile device. Not surprisingly though, 76 percent prefer free apps that are advertising-supported over paying a fee for the same apps.
A key statistic, however, relates to consumer willingness for sharing their current location- with 53 percent saying they’re open to the idea to receive more relevant advertising.
“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.”
There’s much more insight in the actual report, which can be downloaded here.