Free Wi-Fi is a 'major factor' when choosing a restaurant
Choosing between a restaurant offering free Wi-Fi and one that doesn't, two thirds (66 percent) of consumers will go with the one that allows free connectivity, according to new research. Hughes Europe's new report says access to free Wi-Fi has become a "major factor" when consumers are faced with eating and drinking choices.
Almost half (46 percent) also say this affects their choice of shops. "Our survey explores how consumers increasingly expect access to Wi-Fi when they shop, enter a restaurant or look for somewhere to stay", says Chris O'Dell, vice president of sales and marketing, Hughes Europe.
"The results show how Wi-Fi must now be a key consideration for any business in retail or hospitality that wants to meet customer expectations and boost footfall", adds O'Dell.
More than half (53 percent) believe free Wi-Fi should be more widely available in shops, while 47 percent say it should be easier to use. O'Dell says retailers and hospitality operators have a great opportunity in free Wi-Fi, but stressed how important it is to get it right.
"Optimizing Wi-Fi in a store, coffee shop or restaurant should be addressed with the attention it requires -- highlighted by the survey findings which show the growing consumer expectations from their Wi-Fi experience".
Besides the obvious benefit of attracting more guests and keeping them on the premises for longer, free Wi-Fi also has hidden benefits, the report says. For example, if a business requires customers to log in via Facebook or a similar social media platform, they can gain access to valuable customer data, including age, gender and interests.
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