Apple’s iPad may only be one month old, but it’s already had an effect on Wi-Fi usage.
According to JiWire’s latest Mobile Audience Insights Report, 23 percent of Wi-Fi users plan to purchase an iPad in the next 12 months. Of those, 40 percent do not currently own an Apple device, portending the iPad to be a big crossover device for non-Apple mobile owners.
JiWire’s report is based on data from 289,000 Wi-Fi locations combined with surveys of 2,030 consumers conducted in first quarter 2010.
Wi-Fi use continues to grow, up 15.8 percent from fourth quarter, driven by more locations, more Wi-Fi-enabled devices (like the iPad) and more locations offering free wireless access. As of first quarter, free Wi-Fi was offered in 42.5 percent of locations, up from 37.3 percent in fourth quarter 2009. While 60 percent of Wi-Fi use is in hotels and resorts, cafes are the fastest-growing location, up 50.8 percent in Wi-Fi visits compared to the previous quarter.
JiWire, a company that operates a local-based Wi-Fi ad network, found that over half of the survey respondents acted on an advertisement in an app in the last 30 days, and 18 percent made a purchase as a result. Mobile Wi-Fi found advertising a fair trade off for free services. More than three quarters of respondents (76 percent) prefer free apps that have advertising over paying a fee.
“People have a completely different perception of mobile content and advertising when they’re on-the-go compared to when they’re at home or in the office,” said David Staas, senior vp of marketing for JiWire.
JiWire was No. 3 on Adweek Media’s first ever Out-of-Home Hot List 2010.