If 2011 was finally the year of Mobile, then 2012 is most certainly the year of mobile-local. Mobile users are demanding locally-relevant content at a staggering rate. The use of local directories, navigation apps, social location check-in, and more, are all possible from the palm of your hand. Now that smartphone penetration has surpassed the 50% mark, the needs of mobile users have become ever more portable. A recent study conducted by Pew Internet & American Life Project shows a near 20% jump in the use of location-based information within the nine months between May 2011 and February 2012.

Mobile users’ insatiable appetite for local content is now a major trend shaping the landscape of mobile advertising. But most advertisers are still slow to grasp the full power of location in mobile ads. For some, the push to “Mobile First” has resulted in a number of misses, where strategy was rushed and often re-purposed from a desktop experience.

In this report, we’ll explore the growth and performance of mobile-local in the context of the Restaurant industry – demonstrating the unique opportunities available for all involved.