Mechanisms are provided for pre-fetching content data and storing the content data in a mobile device. An identifier of a mobile device and a location of the mobile device are received. Demographic information about a user of the mobile device is obtained based on the identifier of the mobile device. The demographic information of the user is compared with demographic information of other users to identify one or more similar users having similar demographic information to the demographic information of the user of the mobile device. Content data to transmit to the mobile device is identified based on the location of the mobile device and the identification of the one or more similar users. The content data is transmitted to the mobile device for storage in the mobile device.