What Do Customers Want from Wi-Fi?

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Cisco IBSG conducted a survey of 1,079 U.S. mobile users to understand their needs and behaviors, current and future mobile usage, and level of interest in Wi-Fi and new forms of Wi-Fi monetization. More info: http://www.cisco.com/web/about/ac79/docs/sp/SP_Wi-Fi_Consumers.pdf

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  • For more information on this topic please download this document: http://www.cisco.com/web/about/ac79/docs/sp/SP_Wi-Fi_Consumers.pdf
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What Do Customers Want from Wi-Fi?

  1. 1. What Do Customers Want From Wi-Fi? Insights from Cisco IBSG Mobile Customer Research June 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 0
  2. 2. A New World of Wi-Fi The Rise of Wi-Fi …Combined with Growing Availability… User Acceptance  Massive growth in Wi-Fi  Move to free access to Wi-Fi enabled devices hotspots and bundling with subscriptions  Significant growth in Wi-Fi access points – home, business, public  Much of what we want to do is nomadic, not mobile  New technologies and standards will improve and simplify the  People will happily use Wi-Fi Wi-Fi experience as a substitute (or complement) to mobile access  In many instances, Wi-Fi is a more cost effective and better experience than mobile Source: Cisco IBSG, “A New Chapter for Mobile? How Wi-Fi Will Change the Mobile Industry as We Know It”Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 1
  3. 3. Cisco IBSG undertook primary research with mobile consumers to understand what they want Device Ownership Key Areas of Questions Laptop Computer  Demographics Smartphones  Devices Used (frequency Basic Mobile Phone and duration) Mobile Media Player  Primary Locations Tablet Computer (frequency and duration) e-Reader  Network Preferences Mobile Gaming Device  Attitudes toward innovative 0% 20% 40% 60% 80% business models Percentage of Respondents N = 1079  1,079 U.S. customers, age 18 and over, surveyed online in March 2012  Survey population representative of the total US population (age, income, employment status, location) Source: Cisco IBSG, March 2012Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 2
  4. 4. It’s all about the home Average Daily Usage by Location Your Home Friends Home At Work at Normal Location At Work but at Remote Location Retail Locations** Public Locations* Travel Locations On-the-Go 0.0 0.5 1.0 1.5 2.0 2.5 3.0 Hours per Typical Day N = varies* Public – e.g., stadiums, parks, schools Users that Use That Location All Users** Retail – e.g., stores, restaurantsCisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 3
  5. 5. Mobile users are connecting their devices via Wi-Fi, including 70% of smartphone owners Current Distribution of Network Connectivity Time 60% 50% Percentage of Respondents 40% 30% 20% 10% 0% 100% Mobile 75% Mobile/25% Wi-Fi 50% Mobile/50% Wi-Fi 25% Mobile/75% Wi-Fi 100% Wi-Fi N = varies Smartphone Tablet Computer Laptop Computer e-Reader 33% of All Smartphone Connection is Over Wi-FiCisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 4
  6. 6. People prefer Wi-Fi to mobile to connect mobile devices Preferred Network Access Mobile/ Attribute Cellular Wi-Fi No Difference N* Lowest Cost 20% 56% 24% 746 Speed of Network 18% 58% 24% 800 Best Reliability 31% 46% 23% 794 Best Performance 27% 46% 27% 759 for My Applications Best Coverage 46% 35% 19% 792 Most Secure 34% 35% 31% 753 Easier to Use 29% 40% 31% 821* Don’t Knows removed from sample.Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 5
  7. 7. One-third of mobile users use a public hotspot at least weekly Public Hot Spot Usage per Week (all locations) 70% 60% Percentage of Respondents 50% 40% 30% 20% 10% 0% Do Not Use <1 per Week 1-2 per Week 3-5 per Week 5-10 per Week >10 per Week N = 1079 1 Public Outdoors (e.g., parks, streets) 17.1% 2 Coffee Shops/ Restaurants 16.7% Top Locations (>1 per week) 3 Retail Locations 13.4%Cisco IBSG © 2012 Cisco and/or its affiliates. All rights reserved. Cisco Public Internet Business Solutions Group 6
  8. 8. For more informationwww.cisco.com/web/about/ac79/docs/sp/SP_Wi-Fi_Consumers.pdf

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