How Consumers are Using WiFi in Retail - Report by JiWire

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     Savvy retailers would be wise to note the results of the most recent JiWire survey released on February 28, 2013. The company, a location-powered mobile advertising and data platform, explored consumer trends such as location and mobile shopping trends, connected device adoption, as well as ongoing Wi-Fi usage habits.

     Their Mobile Audience Insights Report is based on a survey of more than 1,400 randomly selected customers across JiWire’s 315,000 public Wi-Fi network, as well as billions of advertising impressions from the company’s combined Wi-Fi and mobile advertising platform.  

     The report is based on data collected during the holiday shopping season of November through December 2012, with the focus on shoppers at Ann Taylor and Banana Republic.

     David Staas, President of JiWire, noted in a corporate media release that mobile is strongly influencing consumer retail shopping behaviors in terms of where and how people shop, and how their shopping behavior can be connected to typically – and sometimes atypically – related retail and service providers. The result is that retailers, marketers and advertisers have a clearer understanding of their mobile audience and can better target their marketing message.

     The report stresses the growing significance of Wi-Fi access in retail venues as a value-added benefit for shoppers, especially related to store traffic and in-store purchase. A notable find was that 80% of mobile consumers are influenced by the availability of in-store Wi-Fi when deciding
where to shop. Additionally, as a demographic footprint, shoppers between the ages of 35 and 44 are the most influenced by in-store connectivity at 86%, and mobile wallet adoption increased by38% during 2012.

The Q4 Insights Report also revealed that mobile tablet and smartphone usage on public Wi-Fi increased 53% in the last 12 months. While Wi-Fi is becoming a feature for retailers to explore, the results show that airports and hotels – places where people have more time to spend – remain
the primary venues for Wi-Fi connection as opposed to restaurants and retail.

 The complete report is available on JiWire’s website.

About JiWire
JiWire, based in San Francisco, has been an innovative leader in evolving mobile advertising and delivering mobile audiences since 2003. As of the release of this report the company’s data platform creates audience profiles from over 585 million devices and more than 7 billion data
points, engaging more than 55 million unique users monthly across smartphones, tablets and laptops.

Written by Suzi Harkola

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