JiWire released its inaugural Mobile Audience Insights Report with new data revealing demographic and behavioral interests of Wi-Fi users. The report is designed to help advertisers better engage their desired audience when they are on-the-go.

Overall, the number of mobile devices accessing Wi-Fi hot spots grew by 79 percent in the first half of the year. While the iPhone and iPod Touch remain the most popular Wi-Fi enabled mobile devices, collectively representing 97.8 percent of all mobile device connections, the Palm Pre debuted as the No. 5 most popular mobile device in June, according to the JiWire report.

The cafe Wi-Fi audience reported that 38 percent make an online purchase during their visit and 77 percent are in the market to make a major purchase in the next 12 months.

Purchasing plans in the next 12 months include 48 percent who intend to buy a new smartphone.