Shoppers Likely to Use In-Store Wi-Fi to Access Services, Incentives - eMarketer

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Shoppers Likely to Use In-Store Wi-Fi to Access Services, Incentives

Many internet users will use in-store Wi-Fi for discounts

April 19, 2016

Consumers across all generations say they would likely use in-store Wi-Fi if they gained instant access to a gift or daily deal, according to February 2016 research. Millennials and Gen Xers, however, are more likely to leverage in-store Wi-Fi than baby boomers.

Ways in Which US Internet Users Would Be Likely to Use In-Store* Wi-Fi, by Generation, Feb 2016 (% of respondents in each group)

Euclid Analytics polled 2,115 US internet users ages 18 and older. Almost three-quarters (72%) of millennial respondents said they would be likely to use guest Wi-Fi (which they would access by logging in via email or social media) offered at a retail, restaurant or other business. Some 69% of Gen Xers also said they would be likely to use in-store Wi-Fi if they got a daily deal or same-day discount. More than half (52%) of baby boomers agreed.

Additionally, both millennials (69%) and Gen Xers (69%) said they would likely use in-store Wi-Fi to enroll in or access a loyalty program and its perks. Less than half (47%) of baby boomers agreed.

Smartphone Retail Services Offered by Retailers Worldwide, Nov 2015 (% of respondents)

And while more than half of millennials (60%) and Gen Xers (53%) said they would be likely to use in-store Wi-Fi if there were exclusive lines for customer service or in-store pickup, only 38% of boomers agreed.

A separate Accenture study looked at the smartphone retail services offered by retailers worldwide. Nearly half of respondents said they have ordering out-of-stock capabilities through free Wi-Fi in-store.

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