Research from Wi-Fi provider and mobile ad server JiWire buttresses reports on the effectiveness of mobile advertising, especially in apps and location-based services.

The company found that most users of its public Wi-Fi services had downloaded at least 10 smartphone apps and about two-thirds spent more than 30 minutes a day using the applications. In addition, 63% said they “frequently” use apps that require them to give their location to serve specific content.

JiWire’s audience was somewhat less likely to say they would allow an app to access their location just to serve more relevant advertisements, but more than one-half reported they would.

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While users seem to understand the trade-off of advertising for free content, with 76% saying they prefer ad-supported, free apps to paid ones, they are more ready to disclose location-based information for improved content than just for ads.

Nearly two-fifths of respondents said they were more likely to click on a mobile ad that was tailored to their specific location, while about one-half said it would not make a difference.

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Overall, more than one-half of mobile device users studied said they had engaged with in-app advertising within the past month, either by clicking an ad, going to the advertiser’s Website or making a purchase.

The Mobile Marketing Association and Luth Research found that location-based mobile ads had the highest response rates but a low ad recall rate of 9%. More than one-quarter of US mobile content users, by contrast, reported seeing in-app advertising.

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