The ability to find local businesses is top of mind among smartphone users. In October 2014 research by Harris Poll for Placecast, US smartphone owners ranked being able to search for a retail location (87%) and accessing local information and activities via apps were important mobile activities to be able to perform. These were the third and fourth most popular activities, trailing more general text messaging (96%) and internet access (95%).
Such preferences are driving a surge in local mobile ad spending. In September 2014, BIA/Kelsey forecast that US local ad spending via mobile would soar more than 54% in 2015, from $4.27 billion to $6.58 billion. The firm estimated that strong growth would continue through the end of the forecast period, with an increase of nearly 19% pushing total local mobile ad spending to $17.86 billion in 2019 for a nearly 43% share of US mobile ad spending—about 10 percentage points higher than in 2014. Read the rest at eMarketer.