According to some new research by US wifi operator JiWire mobile users actually like advertising, and are actively clicking on mobile advertising. JiWire’s research found that advertisements in mobile applications are especially effective. With over half of survey respondents acting on an advertisement in an application in the last 30 days, and 18 percent made a purchase as a result of it.
JiWire’s also shows that the mobile audience also responds to free, location-based ads at a high rate:
- 40 percent spend over one hour daily using apps and have an average of 22 apps on their mobile device.
- 76 percent prefer free apps that have advertising over paying a fee for the same apps.
- 84 percent would be just as likely or more likely to engage with an ad relevant to their current location.
- 53 percent are willing to share their current location to receive more relevant advertising.
- 52 percent acted on an advertisement in an app and 18 percent made a purchase from an ad in an app in the last 30 days.
“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.”
JiWire’s Mobile Audience Insights Reports are based on data from approximately 289,000 public Wi-Fi locations, as well as continuously surveying over 2,000 customers randomly selected in their locations across the US.
The full PDF report with plenty more insights into mobile users is available here