Highlighting the growing importance of local SEO and mobile marketing, a new study from mobile media company JiWire found that mobile consumers are becoming more comfortable sharing their location information to gain access to relevant content.

Highlighting the growing importance of local SEO and mobile marketing, a new study from mobile media company JiWire found that mobile consumers are becoming more comfortable sharing their location information to gain access to relevant content.

In a survey of more than 2,800 U.S. consumers, 53 percent of respondents indicated they would share their location to find local deals and offerings on their mobile devices.

This represents a significant shift from even a few months ago, when mobile companies like Apple and Google came under fire for their use of location-tracking tools. However, as internet-connected devices become more popular, consumers seem to be realizing the advantages of having access to local information at their fingertips – a trend that marketers would be well advised to note.

According to the report, price comparison is considered the most useful tool when it comes to mobile shopping, cited by 31 percent of respondents. Additionally, 29 percent of consumers said they use mobile devices to look for promotions and sales within a mile of their location.

Smaller businesses, in particular, are recognizing the potential of a strong mobile marketing campaign. As Brafton recently reported, a new study from Borrell Associates found that 83 percent of small companies have incorporated mobile into their marketing campaigns, as the strategy has proven to be an effective way to entice consumers and drive new business.