As location-based services report impressive user growth and big brand partnerships, and major players like Facebook and Google enter the space, marketers are ramping up their location-based efforts ahead of the holiday season. It’s a good thing, too, as a substantial number of shoppers plan to take advantage of location-based services and promotions over the next several weeks.
According to JiWire’s latest Mobile Audience Insights Report, 89% of consumers plan to use location-based services for holiday planning and related activities; 37% expect to use them more than usual.
Most will use these applications, such as Google Maps to locate stores. But a significant percentage of the 1,200 surveyed (each of whom used one of JiWire’s public Wi-Fi locations between July and September of this year) plan to use location-based media to secure coupons and discounts, as well. Twenty-one percent said they have redeemed a mobile coupon in the past 90 days, and another 30% said they were willing to travel more than five miles to redeem a mobile coupon, especially for entertainment, retail and restaurant venues, suggesting that marketers ought to expand the range of their location-based campaigns beyond their storefronts.
Thirty-six percent said they expect descriptions and reviews of products will be the most valuable location-based feature during the holiday shopping season, followed by product inventory of nearby stores (33%) and social networking (26%).
Forty-nine percent of those surveyed said they are open to checking in on mobile apps. Meanwhile, 29% said that deals and promotions are the most valuable incentives for checking in, whereas another 17% claimed that sharing their location is the primary motivating factor behind checkins. (A mere 7% said scoring points was their main motivation suggesting that “gamification” is not as compelling to users as we may think.)
Source : http://mashable.com (2010-11-17)
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