Survey reveals consumer attitudes towards location-based ads

JiWire reckons coupons are particularly popular.

Location-based mobile advertising firm JiWire has released a report claiming that - wait for it - location-based mobile ads are quite popular among consumers.

Its survey of 2,260 customers finds that more than 50% of them want to receive location-specific advertising, with 54% of men and 42% of women happy to reveal their location in exchange for more relevant ads.

JiWire says that the most popular type of location ad is coupons, with 39% of respondents saying they want discounts on their phones.

That's good timing for companies like H&M, which just launched its app with a 20% discount offer, as well as for social location shopping apps like Shopkick.

"The context of a location, rather than just a point on a map, provides the most relevant understanding of a consumer," says JiWire's SVP of marketing David Staas.