Coupons are what onthe- go shoppers want, according to a new report by mobile media company JiWire.

The company investigated mobile connectivity, handheld device use and consumer preferences for location- based advertising and content. More than 50 percent of mobile users surveyed want to receive location-specific advertising, and 39 percent want discounts in the form of coupons for nearby stores while they are out and about. Forty-seven percent of men and 40 percent of women are more likely to engage with mobile ads that are relevant to their current location, the report also stated. The survey also found that men are more receptive than women when it comes to advertising– 54 percent of men will reveal their location in exchange for more relevant advertising, compared to 42 percent of women.

“People today are demanding much more localized content as they spend more time on the go, creating a great opportunity for advertisers,” said David Staas, senior vice president of marketing for JiWire.