JiWire, a location-based mobile media company for the On-The-Go Audience (News - Alert), released its Q2 2010 Mobile Audience Insights Report, which examines mobile connectivity, device use and consumer preferences for location-based content and advertising.             

According to the report the mobile users find the most appealing location-based ads are coupons, with 39 percent agreeing that they want discounts while on the go. They are also interested in discovering nearby stores and reviews through ads on location-based apps.  

The report found that most of the On-The-Go Audience is keen in sharing its location through location applications or services for more relevant ads. The survey stated that 54 percent of men and 42 percent of women reveal their location in exchange for more relevant advertising. Men and women feel only slightly differently about what they will reveal.

The statistics reveals which audiences are most likely to engage with local content and what they are primarily interested in. 

Interestingly, more than 50 percent wanted to receive location-specific advertising. Among the top 15 location-based apps, 10 will help find local products and venues where 4 are geo-social like Facebook (News - Alert), Where and Foursquare.

36 percent of the On-The-Go Audience is interested in receiving location-based advertising about the closest stores. 37 percent are using their location apps in their home market just as much as when traveling. 47 percent of women are more likely to engage with mobile ads that are relevant to their current locations. 

David Staas, senior vice president of marketing at JiWire (News - Alert), stated, "The context of a location, rather than just a point on a map, provides the most relevant understanding of a consumer." 

Staas added, "People today are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers. Just as brands were challenged with how to 'socialize' themselves in the social media space, today brands need to think about how to 'localize' themselves with their consumers."                                    

The iPad was introduced in April of Q2, with nearly five percent market share and made a strong debut as the third most popular Wi-Fi enabled mobile device, after the iPod touch and the iPhone.

Apple (News - Alert) devices continue to dominate the top 10, consistent with the previous reports. The HTC Droid Incredible has become the most popular device, succeeded by the Motorola Droid. In this quarter, both the Android (News - Alert) and RIM platforms have increased 1.2 and .07 percent respectively, while Apple's platform declined 2.3 percent despite launching two new products.                                                                                                                                   

Wi-Fi usage continued to grow quarter over quarter, increasing 17.3 percent across all venues.

JiWire recently announced partnership with Borders, a leading retailer of books, educational and entertainment items throughout the U.S., to enable location-specific advertisement across Border’s Wi-Fi network, TMCnet reported.