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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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 [email protected]
Phone Emily Almond 0330 303 2655
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