What do Shoppers Say?
…. about using the internet whilst shopping
Installing a wi-fi service can help you to attract younger and wealthier shoppers; and with half of all shoppers expecting their centre to provide a wi-fi service, this is a factor that has to be considered. Among younger shoppers 18% already say they sometimes choose where to shop based on whether or not it provides a wi-fi service.
These are some of the findings of a survey commissioned by service provider Freerunner and carried out by shopping behaviour specialists ROI Team. ROI Team interviewed at the end of October in The Marlands, Southampton and in The Howgate, Falkirk. Although the towns are far apart and very different in their character both shopper groups were favourable to the idea of a wi-fi service in their centre.
Shoppers told ROI Team’s interviewers:
- More than two thirds of shoppers aged 16 to 24 expect their shopping centre to provide a wi-fi service.
- Almost three quarters of shoppers from ACORN’s ‘Wealthy Achievers’ segment expect their centre to provide a wi-fi service.
- Almost 4 out of 5 shoppers aged 18 to 34 are using the internet whilst they are out shopping. Location finding, price checking, and checking social media are all done over the internet by more than a third of under-35 shoppers
- 14% of all shoppers say they sometimes choose where to shop based on the expectation of finding a wi-fi service; amongst shoppers aged 18 to 35 the figure rises to 18%
- More than a third of shoppers aged 16 to 34 have a Shopping App installed on their phone. Four fifths of shoppers at both locations either have a Shopping App installed on their mobile, or understand what they are
Chris Kent, Managing Director of Freerunner commented: ‘This survey confirms that access to the internet is an essential factor for today’s shoppers, and the most flexible and most convenient way for a shopping centre to provide this is via a wi-fi service. We hear a lot today about ‘mobile marketing’ and with 4/5ths of shoppers using the internet whilst shopping, it just shows how potent this can be’
Andrew McCall, Managing Director of ROI Team commented: ‘We expected that students would be reliant on a wi-fi service, but we were surprised to see that the appetite stretches well into older and wealthier groups too. These findings actually suggest the offer of a wi-fi service can help centres to compete for younger and wealthier shoppers’
To download and have a look at the presentation of our findings please click on the link: Wi-Fi in Shopping Places
What do Shoppers Say? is an ROI Team initiative published monthly in co-operation with Shopping Centre Magazine. Each month market research specialists ROI Team will be questioning shoppers in different locations up and down the country about issues of the day.
For the latest Shopping Centre Magazine and What do Shoppers Say? analysis please visit http://content.yudu.com/Library/A1up93/ShoppingCentreNovemb/resources/index.htm?referrerUrl=
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