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More Than 1 in 3 Mobile Consumers Recently Used a Mobile Wallet

by MarketingCharts staff
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Comparison Shopping Skews Male

Data from the “JiWire Mobile Audience Insights Report” indicates that among mobile owners who comparison shop in-store, the primary reason for doing so is to compare prices with other stores (49%), with men more likely than women to do so (53% vs. 43%). The second most popular reason is to compare prices with the store’s own website (15%), with men also more likely to do so than women (17% vs. 12%). Other reasons for comparison shopping include using a mobile coupon (13%), find colors or other options (10%), or because the item was out of stock (10%).

Breaking down the data by age, the report finds that 25-44-year-olds are the most likely to comparison shop with another retailer (54%) and with the store’s own site (19%), while consumers under 24 are the most likely to look for other colors and options (15%).

Biz Travelers Make Use of Location-Based Services

Data from a recent TNS survey indicates that 69% of US mobile owners either currently use location-based services (40%) or are interested in doing so (29%), and the JiWire report shows that business travelers in particular are recognizing the value of these applications. In fact, among business travelers, 73% of small business owners report using location-based apps on a daily (57%) or weekly (16%) basis. The story is the same for C-level executives, with 70% reporting either daily (56%) or weekly (14%) use.

Examining attitudes towards local services when conducting business on-the-go, the report finds that 68% of mid-size business travelers and 64% of enterprise business travelers say that booking reservations is an important service to them. Roughly 4 in 10 say that finding nearby business services is important, and about 3 in 10 believe that connecting to their social network and finding entertainment are important services.

Other Findings:

  • 45% of Wi-Fi ad requests in Q1 2012 were served to smartphones (31%) and tablets (14%), representing a 50% jump from a year earlier.
  • The biggest advantages cited for using public Wi-Fi from a smartphone are a faster connection (55%) and avoiding data charges (37%).
  • 47% of smartphone-owning respondents reported ownership of a tablet, up almost 50% from Q4 2011. Another 27% plan to purchase one.
  • Tablet owners are more likely to engage in showrooming than smartphone owners: 10% report comparison shopping and purchasing on their mobile devices instead, compared to 5% who do not own tablets.
  • The number of worldwide public WiFi locations grew 1.3% quarter-over-quarter, reaching 692,115, also representing 20% year-over-year growth.
  • The UK again boasted the most number of WiFi locations in Q1, with 181,684, virtually unchanged from Q4. The US ranked second with 111,205, ahead of China, with 104,112. Both were relatively flat from Q4.
  • Free locations in the US remained at 77.1% in Q1, while total free locations worldwide also stayed flat, at 22.3%.

About the Data: JiWire’s Mobile Audience Insights Report is based on data from approximately 315,000 public Wi-Fi locations, as well as surveying more than 5,000 US customers randomly selected across JiWire’s Wi-Fi Media Channel from January 2012 to March 2012. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and records data from every ad request. The report is based on the ad request data collected from January 2012 to March 2012. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.