Location-Tagging Social Posts Popular With Young Mobile Users

August 2, 2012

jiwire-location-tagging-social-posts-in-q22012-august2012.png73% of on-the-go mobile consumers aged 25-34 and 75% of those aged 24 and younger location-tag their social sharing posts and pictures, per results from a JiWire study [download page] released in August. On average, 62% of on-the-go consumers location-tag their posts, with parents (64%) more apt than those without children (58%) to do so. Despite the youngest sets being the most common geo-taggers, two-thirds of on-the-go consumers aged 35-44 and 54% of those aged 45-54 are also location-tagging their posts, with the proportion dipping to 44% among the 55 and over crowd.

Among those who location-tag their posts, 49% say that they do so to notify friends and family, while 26% want to connect with others. 31% say social sites make it easy, while 24% don’t know.

Facebook and Google+ Users Most Likely to Location-Tag

Data from JiWire’s “Mobile Audience Insights Report Q2 2012” indicates that 88% of Facebook application users location-tag on at least a monthly basis. More than two-thirds of Google+ (71%) and Twitter (68%) app users also do so at that frequency, and location tagging is also common among Instagram app users (60%).

In terms of general app usage (regardless of location-tagging behavior), Facebook is easily the most popular app, at 91% of the on-the-go audience, followed by Google+ (66%), Twitter (61%), and Instagram (51%).

Restaurants Popular for Mobile App Usage

The study also examines the top venues for mobile app usage by gender, finding that restaurants are the top category for both men and women. In fact, separate results from the report indicate that 80% of Wi-Fi usage in restaurants come from smartphones (72%) and tablets (8%), with the remaining 20% from laptops.

The top venues for mobile app usage are relatively consistent across the genders. Rounding out the top 5 venues for males are: auto repair; beauty salons; real estate offices; and legal services. For women, they are: beauty salons; real estate offices; legal services; and dentists.

Many of these venues are also popular online local search categories. According to a July 2012 report from YP covering Q1 activity on the YP Local Network, restaurants led all categories in local mobile online searches, followed by financial services, auto repair, real estate, and beauty services.

Wi-Fi Use Shifts to Mobile Devices

Further details from the JiWire report indicate that as Wi-Fi usage has grown 240% from Q2 2011 to Q2 2012, the share of public Wi-Fi usage has shifted from laptops to mobile devices. Whereas in Q2 2011, 70% of public Wi-Fi usage came from laptops, that has now dropped to 48% in Q2 of this year. Concurrently, the share of Wi-Fi usage accounted for by smartphones has jumped from 21% to 35%, while the share held by tablets has almost doubled from 9% to 17%.

Mobile devices make up a majority of Wi-Fi usage in cafe?s (52% smartphone; 10% tablet) and malls (50% smartphone; 13% tablet), though are less used in universities, libraries, and hotels.

Other Findings:

  • 52% of mobile-owning mothers own a tablet, compared to 40% of women without children. The gap is not as large between fathers (44%) and men without children (42%). June 2012 survey results from Ipsos similarly found above-average adoption of internet-enabled devices for parents with children aged 6-12, including 37% adoption of tablets.
  • Per the JiWire report, 68% of Facebook app and 66% of Twitter app users are aged 25-54, while 64% of Instagram users are aged 21-44. 70% of Google+ app users are aged 35 and older
  • 57% of Twitter app users respond to ads that are locally relevant to them.
  • 37% of Instagram app users use their smartphone every time they shop in-store, while 19% plan to holiday shop on their smartphone.
  • 56% of Facebook app users plan to shop online this holiday season.
  • The number of worldwide public Wi-Fi locations grew 12.2% quarter-over-quarter, reaching 776,556.
  • The UK again boasted the most number of WiFi locations in Q2, with 182,018, slightly up from Q1. The US dropped into third (114,036) and China into fourth (104,036), as South Korea’s number jumped 95.6% to 163,647, good for the second spot.
  • Free locations in the US accounted for 76% share of public Wi-Fi in Q2, while total free locations worldwide held just 20.1% share.

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 nearly 1,400 customers randomly selected across JiWire’s Wi-Fi Media Channel in April 2012 – June 2012. 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 April – June 2012. Quarterly public Wi-Fi location rankings and business model distributions are based on the final day of the quarter.

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