New Mobile Marketing Study Forecasts Trend in Location-Based Applications Usage This Holiday Season

According to the Mobile Audiences Insight Report compiled by JiWire, a mobile marketing company, location-based services such as Yelp, Foursquare, GoWalla and Facebook Places will have an important role in this holiday season. More than 90 percent of those surveyed said they would be using location-based media in their holiday planning and activities.

In the report, 61 percent said they are likely to use location-based media to find nearby stores. Other key findings in the report include:

  • 36 percent plan to find product reviews
  • 33 percent plan to check inventory at nearby stores
  • 26 percent plan to connect with social networks though location-based features
  • 62 percent admitted to using “find a store location” features within an ad
  • 30 percent are willing to travel more than five miles to redeem a mobile coupon
  • 21 percent have used mobile coupons within the last 90 days
  • 49 percent are open to checking in through location-based media
  • 29 percent use location-based media to find specials
  • 17 percent simply want to share location

“It’s becoming clear that there is a huge opportunity with location, well beyond the check-in,” said David Staas, senior vice president of marketing at JiWire. “Consumers are demanding a wealth of location information that spreads across branding, product detail and discounts, allowing brands to build bigger campaign strategies. This is great news as we head into 2011 – unlocking big brand budgets and even more opportunity in location-based media.”

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