JiWire, a dealer in connecting advertisers to on-the-go audience, using location-based interactive media channel, released its latest ‘Mobile Audience (News - Alert) Insights Report’ that revealed that location-based ads are driving mobile shopping, after an analysis of location-based media engagement. The report also offers insight about the mobile device landscape and public Wi-Fi trends.

The Mobile Audience Insights Report is based on data from approximately 450,000 public Wi-Fi locations, and a survey of over 3000 customers selected across JiWire's (News - Alert) Location Based Media Channel from October 2010 - December 2010.

The study about location-based ads found that more than 17 percent of on-the-go customers shopped using their mobile devices and 20 percent sought for a store to purchase after seeing the relevant mobile ad about a product. Discount coupons offered via mobile phones are also encouraging more consumers to go shopping to redeem the offer.

It seems that more mobile users are realizing the benefits of providing information to receive relevant and timely ads and are showing more preference to location-based services.

Some of the findings of the JiWire report are: 78 percent of mobile users access location-based apps on their mobile device and 29 percent do it multiple times in a day; there is a significant increase in the number of users who are willing to engage an location-based ad; mobile audience use an average of 1.6 devices to connect while on the go; and more.

JiWire noted that consumer demand for location-based services and reception to location-based advertising continues to increase dramatically, with companies like Groupon, Facebook and now even Google (News - Alert) involved in hyperlocal deals.

Localized ads help consumers find the best deals and venues in their area and as location-based services become more mainstream, people are becoming more willing to give their location to reap the benefits of relevant promotions and discounts.

The Mobile Audience Insights Report added that iPad is increasingly becoming the primary tablet choice of people on the go, while LG Optimus and the HTC (News - Alert) Evo both running on the Sprint 4G network, have crept their way to be the top Android devices in the U.S.

In the U.S., Android continues to increase its market share with 7.7 percent of ad requests, while Apple (News - Alert) iOS still has a strong hold as the top operating system.

In the U.K., Apple iOS maintains 83.7 percent of the marketshare, with Android accounting for 12.3 percent.