With mobile phones and tablets now an essential shopping companion for many of your customers, allowing them to connect while they shop is crucial.Find out how to win the loyalty of this new breed of consumer and get them to spend even more with the Wireless Nation Retail Report.

2. Why keeping your shoppers
connected pays dividends
We 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 retailers, our new research shows it pays to keep shoppers
connected.
02 Wireless Nation

3. A nation of opportunity
Shoppers want to be connected more than
ever before. This presents retailers 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 shoppers 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.
03 Wireless Nation

4. We live in a wireless nation
An Internet connection is no longer a nice to have.
04 Wireless Nation
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%

5. The new shopping
companion in their hand
Today our mobile devices serve a number of different roles, more
than simply a means of communication.
How we use our mobile devices:
05 Wireless Nation
KEEPING IN
TOUCH
WITH OTHERS
81%
RELIEVING
BOREDOM
56%
GETTING
A SECOND
OPINION FOR
A PURCHASE
37%
GETTING
INFORMATION
81%
LOCATING
THINGS FASTER
59%

6. The implications for retailers
are significant
We’re using connected devices as shopping
companions – helping us determine where best
to spend our time and our hard-earned cash.
They’re making us more informed, expectant and discerning than ever
before. And they’re making us more selective about where we shop and
how we spend our money. Some 37%of shoppers now use their mobile
device to get a second opinion before they buy.
06 Wireless Nation

7. 07 Wireless Nation
We’re going online
everywhere we go
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 Department
Store
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%

8. 08 Wireless Nation
Retailers are failing to satisfy
our growing connectivity habit
Hotel, cafés, pubs and restaurants are leading the way as places
where people connect ‘every’ or ‘most’ times they visit. Retailers
have been slower to adopt.
According to a recent Internet Advertising Bureau
mobile retail audit, only 14% of the top 50 retailers
have WiFi in-store.
Brands therefore have a choice, proactively
embrace the mobile movement, 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 trying to connect
to the Internet using
a mobile device when in…

9. 09 Wireless Nation
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%

10. 10 Wireless Nation
Staying connected means
staying on top of the job
Our 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%

11. We’re a nation
of social shoppers
Increasingly brands need to listen and
engage with customers online.
The fact is 58% of customers have used social media on a business’
premises. That figure rises to 88% of 18-30 year olds. Women are also
more likely than men to be liking, sharing and tweeting when they’re
visiting your business – with 67% active versus 46% of men.
It’s now critical to deliver a consistently good experience. Happy
customers can readily spread the word. But equally, the disgruntled
can share poor experiences far and wide.
11 Wireless Nation

12. 12 Wireless Nation
Quality is important
Many retail 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%

13. 13 Wireless Nation
Fail to connect and
you’ll lose out
When it comes to connectivity, some
businesses perform better than others.
Unfortunately, it’s retailers that are falling behind; hotels,
pubs/restaurants, cafés, railway stations and airports were seen
as giving a good connection.
Whereas retailers were more likely to be providing a poor connection,
with only around 6% of customers believing the connection they get
to be excellent.
Customers rating the quality of the Internet connection
as ‘poor’ or ‘very poor’:
High street shop
19%
Supermarket
24%
Department store
22%

14. 14 Wireless Nation
We want hassle-free WiFi
and we want it now
The message coming from customers is strong. Businesses that don’t
currently provide WiFi services should think seriously about offering
or 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

15. 15 Wireless Nation
To charge or not to charge
for WiFi services?
While there’s good news for hoteliers that one in four customers
is willing to pay for WiFi, unfortunately, the vast majority of shoppers
expect free access.
However, businesses shouldn’t view WiFi services as a cost, but
as an essential part of the experience they provide in-store.
People willing to pay for WiFi for personal use while visiting:
High street shop
6%
Supermarket
7%
Department store
6%

16. Engaging shoppers with
targeted messages
If you’re experimenting with micro-targeting – running geo-targeted
campaigns – a growing number of customers are eager to be engaged
They believe it will enhance their experience on your premises.
What this means for business
• Increase engagement and revenue for your business
• Video advertising to customers pre-WiFi login creates 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
16 Wireless Nation

17. 17 Wireless Nation
Download the full report

18. About Arqiva
Arqiva, 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
Connect
Interested 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 wifi@arqiva.com
Phone Emily Almond 0330 303 2655
18 Wireless Nation