Latest Ruckus Networks survey of retail visitors illustrates importance and implications of in-store Wi-Fi
Ruckus Networks, an ARRIS company, has unveiled the results of a new retail survey conducted online by The Harris Poll in August 2018 among over 1,500 U.S. adults ages 18-64.
The purpose of the survey was to determine how Wi-Fi connectivity in physical retail settings affects consumer attitudes and behavior. Key findings include:
Shoppers Want to Transact by App
More than three-quarters (79 percent) of adults would be interested in the ability to pay for an in-store purchase using the retailer’s mobile app without needing to interact with a sales associate.
Among younger Gen Zs and Millennials (adults ages 18-34), this number jumps to 87 percent. 82 percent of U.S. adults find it valuable to complete a purchase without having to wait in line. For example, a sales associate would be able to complete their sales transaction anywhere in the store using a mobile device.
Shoppers and Diners Really Care About the Wi-Fi
A majority of adults say it is important to have a good Wi-Fi connection while at coffee shops (69 percent), restaurants (64 percent), and retail stores (62 percent).
When It Comes to Wi-Fi, Retailers Need to Over-deliver
Nearly half (49 percent) of adults would have a negative impression of a retailer if free Wi-Fi was advertised at a location but they were unable to connect or experienced a poor connection. If unable to connect to Wi-Fi while at a retail location, two in five adults (43 percent) would spend less time there than originally planned.
A Fair Trade: Email Address for Free Wi-Fi
More than two-thirds of U.S. adults (70 percent) would provide their name and email address in exchange for personalized offers at a retail location. Six in ten of Americans (60 percent) would provide their name and email in exchange for access to free Wi-Fi.
Shoppers Are Looking for Promotions
When connected to a retail location’s Wi-Fi network, 42 percent of adults are looking for deals/coupons, 30 percent are using the retailer’s app and 29 percent are comparison shopping. Additionally, 45 percent say they are checking email and 40 percent are browsing social media.
“Customer engagement and loyalty are prerequisites for retail success,” said Greg Beach, Vice President of Wireless Products, Ruckus Networks. “These findings make it clear that uninterrupted, quality Wi-Fi is a must-have in retail environments. A poor Wi-Fi experience will send consumers elsewhere and can even disrupt transactions in progress.”
The survey was conducted online within the United States by The Harris Poll on behalf of Ruckus Networks from August 14-16, 2018 among 1,599 U.S. adults ages 18-64.