According to a study by JiWire
As mobile users become more acclimated to sharing their whereabouts via mobile devices, findings from JiWire’s Mobile Audience Insights Report prove that they’re also becoming more open to receiving ads and mobile coupons relevant to where they are.
In fact, more than 50% of respondents indicated that they wanted to receive location-specific advertising, with mobile coupons a more appealing incentive than checkins.
In the report, mobile media company JiWire examines market trends around audience data over public Wi-Fi during the second quarter of 2010. The survey portion of the study focused on location-based mobile services and queried respondents on their location-sharing habits and attitudes.
Men showed more interest in sharing their location than women, and those in the 25-34 and 35-44 age categories indicated more openness than younger and older age groups. Responses also showed that mobile users are nearly as likely to use location-based services in their homes as they are while on the go.