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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.
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.
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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