Survey: Store Locations Most Important LBS Data for Consumers

JiWire, which manages advertising at more than 300,000 public WiFi locations, has issued another quarterly report with data about attitudes and behaviors of mobile users (including users on laptops). Part of the data comes from a survey of "1,200 customers randomly selected across JiWire's Wi-Fi Media Channel from July 2010 - September 2010."

Here are some of the top-level data points and charts from the report: 

  • 89% of respondents said they will use location based applications during holiday shopping
  • 61% of respondents say that store location data is the most valuable/important feature of LBS; 33% are interested in product inventory data
  • Roughly 30% are "willing to travel more than five miles to redeem a mobile coupon"
  • 29% cite deals and promotions as the most valuable part of checking in

Intended LBS usage rationale behind usage:

Screen shot 2010-11-17 at 2.26.50 PM

 Checking in and "find a store" within an ad:

Screen shot 2010-11-17 at 2.27.16 PM

How far will you go for a deal (by offer category)?   

Screen shot 2010-11-17 at 2.28.13 PM

WiFi usage by country and US city: 

Screen shot 2010-11-17 at 2.25.59 PM

WiFi usage business locations: 

Screen shot 2010-11-17 at 2.26.19 PM

Takeaways:

  • People are more interested in store locations than actual product inventory. But the number of those interested in product inventory (33%) is relatively high vs. the actual availability of product data on the PC or mobile Web. One would think that store location is a kind of proxy for inventory but these findings suggest it's not. 
  • People would like deals and offers as incentives to check in. And they will travel distances to get access to them.
  • 62% of respondents have clicked on/used store location data within ads