Local Ads Preferred Among Mobile Audiences

80 percent of respondents in a recent JiWire Q4 report state a preference for locally relevant ads over non-local advertising. The report examined three emerging trends in the location and mobile markets: response to location-based messaging, location specific shopping behaviors, and the usages of emerging technologies. Not only do mobile consumers prefer locally relevant ads, but 75 percent took action after seeing a location specific message.

Key insights include:

— The top three actions overall include clicking on a location specific ad, searching for the nearest location and/or conducting additional research.

— Smartphone owners show higher response than non-smartphone owners to locationized messaging.

— iPhone users are most likely to conduct additional research; Android users search for the nearest location; and BlackBerry users immediately make a purchase.