It pays to keep customers connectedWe live in a Wireless Nation. Staying connected is now nothing short of a necessity. The role mobile devices play in our lives has been completely transformed.

For businesses, our new research shows it pays to keep customers connected.

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A nation of opportunity Customers want to be connected more than ever before. This presents businesses with an opportunity and a risk.

Over half enjoy their visit more

31% are more likely to recommend you

1 in 3 will stay longer

46% are more likely to visit again

1 in 5 will spend more

A BETTER EXPERIENCE

MORE BRAND ADVOCACY

INCREASED DWELL TIME

IMPROVED LOYALTY

GREATER REVENUE POTENTIAL

ONE ONE

ONE

ONE

ONE

Opportunity Connecting your customers can pay you back. And give you additional insights into their behaviour.

Risk Customers are increasingly fickle. Over 1 in 4 have left a premises due to bad connectivity

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We live in a wireless nation

An Internet connection is no longer a nice to have.

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of people say it’s ‘critical’ or ‘important’ to be able to connect to the Internet when outside the home or office, rising to 70% of those aged 31-40 years and 59% of people aged 41–50 years.53%

A little less conversation Today our mobile devices serve a number of different roles. More than simply a means of communication – they’re now an instant source of information and entertainment too.

How we use our mobile devices:

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KEEPING IN TOUCH WITH OTHERS

81%

RELIEVING BOREDOM

56%

GETTING A SECOND OPINION FOR A PURCHASE

37%

GETTING INFORMATION

81%

LOCATING THINGS FASTER

59%

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We’re going online all over Our desire to be connected wherever we are – including when we’re visiting shops, cafés and restaurants is on the increase. We’re connecting more often than a year ago, in every type of business premises.

More

Supermarket DepartmentStore

High Street Café Hotel Rail Station

AirportPub/Restaurant

Less

NET

22%

+14% +14% +12% +24% +28% +27% +20% +22%

8% 8%8% 8%9% 7% 7% 7%

22% 21%31% 35% 34% 28% 30%

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It’s becoming a habit We’re more likely to try to connect in hotels and transport hubs than we are in eateries and retail environments. But as WiFi becomes more readily available, these figures are likely to grow.

Brands therefore have a choice, proactively embrace the mobile movement and enable their customers, or leave them to their own devices and risk them going elsewhere.

Hotel

49%Rail station

30%Airport

35%

Pub/restaurant

34%

High street shop

12%Supermarket

11%Department store

10%

Cafés

35% Travel Social Shopping

Percent connecting ‘every’ or’ most’ times when in...

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We go online… to buy offline Regardless of the business you’re in, the lines between offline and online on the path to purchase are becoming increasingly blurred.

of people check prices using their mobile device while on a business’s premises

have bought online

research products

want to be able to check stock levels, table or room availability on their mobile

look at product reviews

49% 44% 35%

30% 45%

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Always onOur study shows that for nearly one in three people there’s no escape from work while they’re out and about.

CHECK EMAIL

75%USE SOCIAL MEDIA FOR WORK

19%USE VIDEO CALLING

17%USE INSTANT MESSAGING

10%

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Fall short and you’ll lose out Many premises are still providing a poor experience – and that affects business. More than half of the people in our study said they regularly experience issues trying to connects to the Internet when out of the home or workplace.

In fact, 28% of customers have left a business’s premises because they couldn’t connect to the Internet – rising to 37% of 18-30 year olds.

WOULD THINK TWICE ABOUT COMING BACK

WOULD HURRY TO LEAVE AS SOON AS POSSIBLE

WOULD EVEN TELL OTHERS NOT TO GO THERE

1 4in 1 4in 7%

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We want hassle-free WiFi and we want it nowThe message coming from customers is strong. Businesses that don’t currently provide WiFi services should think seriously about offering or risk losing out to their rivals.

62% of customers have concerns about the security of WiFi services

Over half of customers are concerned about the cost

48% of customers would prefer to be connected via WiFi provided by your business

45% think it’s a hassle logging in

MAKE IT SECURE MAKE IT FREE (OR LOW COST)

MAKE IT YOUR OWN

MAKE IT EASY

We’re open to engagementIncreasingly customers are open to businesses targeting and engaging them via their mobile device. More than one in four customers want to be targeted with relevant discounts and promotions while visiting your premises.29% want to receive alerts with special offers to their mobile device when they’re nearby – rising to 43%of 25-30 year olds.31% want to be able to pay using their mobile device.

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What this means for businessA growing number of customers are eager to be engaged with targeted campaigns. They believe it will enhance their experience on your premises. Open up a wealth of opportunities to engage your customers in new ways and enhance their experience:

• Targeted communications to your customers can increase engagement and revenue for your business

• Video advertising to customers pre-WiFi login for awareness of promotions

• Branded landing pages offer new sponsorship opportunities for partner brands

• Enrich customers’ in-store experience of your mobile apps, including loyalty apps

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Download the full report

About ArqivaArqiva, the communications infrastructure and media services company, operates at the heart of the broadcast, satellite, mobile communications and WiFi markets.

Some of the busiest and best loved brands in the UK trust us to deliver seamless WiFi connectivity including Premier Inn, Travelodge, British Airways, Enterprise Inns and almost every airport in the UK. We are experts in the travel, hospitality and retail sectors, with a network spanning over 4,500 public locations including city centres, hotels, restaurants, shopping centres, airports, airline lounges, motorway service stations and other premium, high-footfall sites.

www.arqiva.com/wifi

ConnectInterested in learning more about how you can connect more with your customers? Call us to discuss or request a one-to-one briefing for you and your team.

Email wifi@arqiva.com

Phone Emily Almond 0330 303 2655

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