Understanding the role of location in how consumers interact and respond to advertising is becoming a critical component for every brand looking to execute successful mobile-aware campaigns. Technology has played its part in this evolution, with devices and connectivity combining to provide consumers with access to content and information anytime, anyplace. Consumers are using multiple devices to interact with brands in different ways depending on the kind of content being consumed, the services they are using, and the context of their location. The data in this deck comes from a Blis White Paper based on consumer research from a nationally represented sample of UK consumers, designed to explore the following topics: Device ownership and usage across demographics How consumers engage with mobile advertising on different devices The importance of context in mobile advertising The influence of location on mobile advertising engagement

1. Blisinsights:theinfluenceof locationon
mobileadvertising
Key insights into how location influences how, where and when consumers
engage with mobile advertising

2. Understanding the role of location in how consumers interact and respond to advertising is becoming a critical
component for every brand looking to execute successful mobile campaigns.
And although smartphones have rapidly become ubiquitous, our device usage hasn’t simply shifted from one device to
another. Rather, consumers are using multiple devices to interact with brands in different ways depending on the kind
of content being consumed, the services they are using, and the context of their location.
This report draws on the responses of 500 UK consumers aged 18-65 who were asked a number of questions
regarding their device ownership and usage, their engagement with mobile advertising, and the influence their location
plays in how, where and when they engage. The data was collected in July 2015 by Lightspeed Europe. The analysis
was carried out by Mobile Squared and Blis.

3. 18-24 year-olds are the most connected demographic, being the most likely to own a smartphone, laptop, games console and smart watch. But even the over-55s are tech savvy,
with 21% of them owning smart TVs or games consoles
The connected generations
Smartwatch
3.4%
Featurephone
8.2%
Smartphone
82.6%
Tablet
53.2%
Laptop
79.8%
Smart TV
27.4%
Desktop PC
40.8%
Game console
43%

4. Number of connected devices per household, by demographic
Source: Blismedia consumer research, UK consumers aged 18-64.
Question: How many devices per household? n=500.

5. Device ownership ranked by importance to users
Smartphone viewed as
most important device
Whilst the number of people owning other connected devices was reasonably high, when asked which was their most important screen people
overwhelmingly chose their smartphone.
18-24
25-34
35-44
45-54
55-64
Most important screen,
by demographic

6. Location and connection have the biggest influence on time
spent on devices
Snacking and Brunch sessions dominate out-of-home mobile sessions. Shopping is the location where people are most likely to use their mobile device
(smartphone) over a wifi connection for no longer than 5 minutes. Out of the home, it is the airport where people are most likely to Dine on their mobile devices.

7. Smartphones dominate browsing time
Despite smartphones being the device we take with us everywhere, we spend more time browsing the web via
our phones at home than anywhere else – with 49% of users spending more than 20 minutes per session
Source: Blismedia consumer research, UK consumers aged 18-64.
Question: When you are at the following locations, as outlined in the previous question, please identify which
device/s you use and for how long (on average)? n=347

8. Over 50% of people who clicked said that
location relevance influenced their decision
38% of tablet users, 34% of smartphone users, and 34% of
laptop users said they have engaged with mobile advertising
of tablet users will
click on a mobile ad
of these users said
location-derived contextual
information influenced their
decision to click on the ad
82.6%
60%
34%
50%
33.6%
49%
of these users said
location-derived contextual
information influenced their
decision to click on the ad
of these users said
location-derived contextual
information influenced their
decision to click on the ad
of smartphone users will
click on a mobile ad
of laptop users will
click on a mobile ad

9. Brand engagement starts at home: most ad engagement happens
whilst browsing at home on a Wifi connection
Source: Blismedia consumer research, UK consumers aged 18-64.
Question: Have you ever clicked on a mobile ad? n=500.

10. Across smartphones, tablets and laptops, on average 58% of all
transactions originating from a mobile ad involve at least one
other device in order to complete the purchase process

11. 39% of UK consumers said location had a positive
impact on the likelihood of clicking on an ad

12. Conclusion

13. /blismedia@blismedia+44 203 451 9820hello@blismedia.com
ThankYou.