35% of mobile users either like (22%) or love (13%) location-based check-in services, matched by the proportion who either do not like (8%) or do not understand (27%) the services, according to [pdf] a December 2011 report from JiWire. Data from the “Mobile Audience Insights Report Q3 2011” indicates that men are more likely than women to enjoy check-in services (39% vs. 30%), while women are 50% more likely to not understand the services (33% vs. 22%). Younger users also tend to report greater enjoyment: 46% of those ages 24 and under either like or love the services, compared to 40% of those aged 25-44 and 29% of those aged over 45.
The most popular check-in categories include restaurants, hotels, pubs/bars, and health clubs. A marketer’s guide to adding value with check-ins is available at MarketingVox.
Most Mobile Consumers Still Shop In-Store
22% of mobile consumers prefer to shop in a physical store than online, while a further 63% do not have a preference, and only 15% prefer shopping online. Modes of purchase appear to shift as consumers draw further away from a location: asked the likeliest method of purchase when buying a $50 item from a regularly-visited store, 18% of respondents said they would use a mobile device (9%) or laptop (9%). However, once 10 miles from the store, consumers said they were more likely to use a connected device than shop in-store, and once 20 miles away, almost 3 in 4 mobile consumers would either use their mobile device (14%) or laptop (58%).
Tablet Owners Shop More
82% of the tablet owners responding to the survey report a willingness to purchase directly on their mobile devices (smartphones or tablets), compared with 76% of smartphone owners. 2 in 3 are comfortable spending $50 or more on a device, compared with 57% of smartphone owners. According to a study released in November 2011 by Jumptap, in partnership with comScore, 63% of tablet owners have made a purchase using their device, compared to just 31% of smartphone owners.
Meanwhile, JiWire’s data indicates that purchase intent also appear to skew male: 73% of men report purchasing on mobile devices, compared to 61% of women. Electronics, retail, entertainment, and travel are the most frequently purchased categories for both tablet owners and smartphone owners, although tablet owners lead each category in terms of purchase frequency. By contrast, according to the Jumptap report, the top three products and services that are bought using mobile devices (including tablets) are event tickets, daily deals from sites such as Groupon and Living Social, and apparel. Travel and physical copies of books, games, and movies round out the top 5.
Tablet WiFi Usage Rises
JiWire data indicates that the percentage of consumers who use tablets to connect to WiFi outside of their home or office has nearly doubled since 2010, increasing from 19% in Q4 2010 to 35% in Q3 2011. According to NPD Group data released in December, as tablet adoption increases in the US, the rate of cellular connections is failing to keep pace: in April 2011, 60% of tablet users only connected via WiFi but 5% of them said they planned to purchase mobile broadband plans within the next 6 months. However, rather than decrease, the WiFi connection base has grown to 65% in the past 6 months.
- The percentage of tablet ad requests on the JiWire network has grown steadily from Q4 2010 to Q3 2011, rising from 3.7% to 8.9%, although growth has slowed down of late to about 5% quarter-over-quarter.
- The number of worldwide public WiFi locations grew 12.2% from Q2 to Q3, reaching 647,788, also representing 91.8% year-over-year growth.
- The UK boasted the most number of WiFi locations in Q3 with 181,474, up 26.4% quarter-over-quarter. The US ranked second with 104,277, just ahead of China, with 102,285.
- Free WiFi locations in the US have increased from 58% in Q2 to 76.2% in Q3, while total free locations worldwide have only grown from 20.2% to 22.4% in that time period.
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 2,000 customers randomly selected across JiWire’s Wi-Fi Media Channel in July ’11 – September ’11. JiWire serves advertisements to over 30,000 public Wi-Fi locations in North America and records data from every ad request. This report is based on the ad request data collected from July – September 2011. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.