Location-based mobile media company Ji-Wire has found in that 69% of UK mobile consumers are willing to share their location information to receive more relevant content.
This is a larger percentage than in America, where 53% of the on-the-go audience said that they would be willing to share location details.
The information, which forms part of the company’s latest Mobile Audience Insights Report, found that as people become increasingly mobile, they are looking for more relevant content and deals at their fingertips.
Customer reviews were the location-based information most sought after in the UK, regardless of distance, while in the US sales and promotions were the most popular type of information.
David Staas, senior vice president of marketing at JiWire, said: “Location is clearly a key driver of mobile commerce, whether it’s for finding local deals or engaging with major brands through location media. The early data suggest that this will be a major trend this coming holiday season.”
Local deals are increasingly an integral part of the mobile shopping experience, with 92% purchasing at least one deal per month. The growth in local deals is also being driven by sharing, with 75% of the on-the-go audience sharing deals regularly, up 21% from last quarter. The most popular way to share is through email, word of mouth and Facebook.