America Has Spoken: Nothing Compares to Wi-Fi

For establishments that encounter a lot of “foot traffic” throughout the day or are designed to have people there for an extended period of time, an efficient service is always integral to their overall success. While this is more than understandable, it would appear as though there are certain “add-ons” that make the time spent even more enjoyable, and based on a recently-concluded survey, there is nothing that falls within this category that is as coveted as free Wi-Fi access.

 

Comcast Business was the entity which sponsored the national survey of entrepreneurs and small business IT decision makers which was conducted by the Bredin Research, which revealed that being able to access the Internet with their supported devices free of cost ranks higher on their list of conveniences than many other popular items. Places that fall into the category are doctor’s offices, restaurants, coffee shops and bars.

 

It could be argued that the decision was made to support such a venture in light of the observation that access to the Internet – particularly Wi-Fi because of the mobility it affords – has ballooned in popularity in the past few years. Given that the Internet is one of their highly coveted and promoted services, the decision to sponsor such a project is sure to help them with their existing corporate subscribers, as well as attract those who are sure to be amazed by the figures.

 

 

 

Interesting Facts from the Survey

There were a series of questions asked during the survey, with a number of findings that were particularly interesting. Here is a look at a few:

 

• Wi-Fi (possibly) boosts sales figures

While providing access to the Internet has the ability to attract, in the opinion of many business operators it also causes people to act. Coming out of the analysis, it was reported that some 55% of those who took part believed that the free service contributed positively to their sales per customer visit.

 

• Traditional offerings fail in comparison to Wi-Fi access

Many business operators would readily admit to the fact that one of the biggest factors is enticing customers and having them stay there is to make them feel that they are welcome. Traditional offerings such as magazines, candy and water all register in the top percentile in making walk-ins feel “at home”, but interestingly are of the opinion that Wi-Fi works just as well or even better.

 

• People want to get in on the act

While it would certainly be great if all businesses in the United States offered free Wi-Fi to their customers, it is currently not the case. Having said that, however, it does not mean that they do not see the value of offering such an amenity. 61% of the businesses that took part in the survey that did not offer the service at the time acknowledged that they intend to, or would consider doing so. Not only would it raise the profile of the company, but more importantly, help them to stay within touching distance of their competitors.

 

The nation is plugged in, so it makes a lot of sense

 

With people across the country becoming more “plugged in” with every passing day, the reason for this appeal is certainly understandable. If one was to take a walk to any of the establishments that fit the criteria and take a look around, it would be of little to no surprise if more than 80% of the patrons present were either on their laptop, smart phone or tablet, or had one within reach. Stay there for another five minutes or so, and it is likely that the remaining 20% would have joined in with the lot.

 

There are some reports that indicate that people spend quite a bit of time with their devices, as some users unlock their phones up to 110 times within a day. With potential (and existing customers) having such an affinity to their devices and by extension the service, providing it is sure to do more harm than good for the overall image and perception of the company.

 

Whether it checking for an important email, updating their status on Facebook (probably with the details of where they are and what they are doing), or simply passing the time watching a show or browsing entertainment sites on the Internet, people are finding more reasons to be connected.

 

Something else to think about

Among the list of advantages and positives that accompany offering customers web connectivity service for free, there is another that may be overlooked – though it has the potential to be one of the more beneficial. For those establishments that may involve a bit of waiting – particularly during peak hours, the time customers spend on their web-enabled devices could serve as a great distraction until the service or product is delivered. As a matter of fact, the survey revealed that some 79% of businesses offering made the claim that it helps to keep customers happy while they wait.

 

With the evidence suggesting that some businesses are aware of the power of free Wi-Fi, it could easily be arguing that the others will be pursuing a similar option in the not too distant future. Not only will it work to attract new clientele, but keep them there for a long time.

 

 

 

America Has Spoken: Nothing Compares to Wi-Fi