Almost 7 out of 10 UK consumers are prepared to share their location in order to receive content on their mobile that is more relevant, according to a new study. 

The report, from location-based advertising company JiWire, found that 69 per cent of UK consumers were willing to share their location with advertisers, while the figure is 53 per cent in the US. In the US, the figure rises to 60 per cent for the under 34s age group.

The figures are published in JiWires latest Mobile Audience Insights Report, which examines location-based and proximity marketing trends, mobile shopping, connected device adoption, and public WiFi trends.

The US and UK present slightly different proximity marketing trends, with sales and promotions being the most valued service in the US and customer reviews being the most sought information in the UK, according to JiWires research. 

In the US, 52 per cent of mobile people say they expect to use their mobile device for more of their holiday shopping this year compared to last year. 

“The mobile revolution continues to evolve and we are seeing much higher adoption of mobile devices, services and offerings than ever before,” says David Staas, senior vice president of marketing at JiWire. “Location is clearly a key driver of mobile commerce, whether its for finding local deals or engaging with major brands through location media. The early data suggest that this will be a major trend this coming holiday season.”

In terms of devices, the UK is leading the charge towards tablets, with 75 per cent of respondents saying they own or lan to buy a tablet. More than half of the UK respondents prefer Apples iOS devices.