The Pyramid31 Queen Elizabeth StreetLondon SE1 2LP

info@roiteam.co.ukwww.roiteam.co.uk

Shopper appetite for wi-fi in shopping placesWhat do Shoppers Say?November 2011

2

Methodology & Background

ROI Team interviewed 201 shoppers inside shopping centres in Southampton (Friday 28th) and Falkirk (Saturday 29th)

We thank The Marlands, Southampton and The Howgate, Falkirk for permission to interview and for their assistance to our teams

We thank Freerunner (www.freernr.com), provider of wi-fi services for retail and leisure venues, for commissioning this work

Do you expect your usual shopping centre to provide wi-fi for shoppers?Base: 201

More than half of our shoppers expect their shopping centre to provide a wi-fi service

Shoppers expect to enjoy wireless service in shopping centres

Falkirk Southampton Total0%

20%

40%

60%

80%

100%

120%

15% 11% 13%

27%44% 35%

58%

44%52%

Don't Know No Yes

3

Younger shoppers especially expect to find a wi-fi service

More than two thirds of shoppers aged 16 to 24 expect their shopping centre to provide a wi-fi service. The % expecting wi-fi tails off with age – but even with shoppers aged over 55 one third are asking for it

Do you expect your usual shopping centre to provide wi-fi for shoppers? Proportion answering ‘Yes’Base: 201

16 or 17 18 to 24 25 to 34 35 to 54 55 or over0%

10%

20%

30%

40%

50%

60%

70%

80%

64%68%

52%48%

33%

4

Older shoppers lack confidence about wi-fi

More than a third of shoppers over 55 lack confidence about understanding wi-fi, and so answer ‘Don’t Know’

Do you expect your usual shopping centre to provide wi-fi for shoppers?Base: 201

55 or over

35 to 54

25 to 34

18 to 24

16 or 17

0% 20% 40% 60% 80% 100% 120%

38%

11%

10%

4%

29%

41%

38%

33%

32%

33%

48%

52%

68%

64%

Don't Know No Yes

5

Almost two thirds of men expect to find a wi-fi service in their shopping centre. Among female shoppers the proportion is just under half

Male shoppers are more keen on wi-fi than women

Do you expect your usual shopping centre to provide wi-fi for shoppers?Base: 201

Female

Male

0% 20% 40% 60% 80% 100% 120%

47%

61%

35%

34%

19%

5%

Yes No Don't Know

6

Almost three quarters of shoppers from ACORN’s ‘Wealthy Achievers’ segment expect their centre to provide a wi-fi service.

Wi-fi attracts the wealthiest shoppers

Do you expect your usual shopping centre to provide wi-fi for shoppers?Base: 201

7

Wealthy Achievers Urban Prosperity Comfortably Off Moderate Means Hard Pressed0%

10%

20%

30%

40%

50%

60%

70%

80%

72%

43%

51%

45%47%

As with older shoppers, so too ‘Hard Pressed’ shoppers lack confidence about understanding wi-fi, with almost a quarter saying they have no view about provision of wi-fi

Wi-fi attracts the wealthiest shoppers

Do you expect your usual shopping centre to provide wi-fi for shoppers?Base: 201

Hard Pressed

Moderate Means

Comfortably Off

Urban Prosperity

Wealthy Achievers

0% 20% 40% 60% 80% 100% 120%

23%

5%

15%

9%

3%

31%

50%

34%

48%

24%

47%

45%

51%

43%

72%

Don't Know No Yes

8

9

Accessing the internet whilst shopping

9Which of the following do you sometimes do online whilst you are out shopping?Base: 201

More than half of our respondents make use of the internet for some purpose whilst out shopping. Falkirk seems less tech-savvy - yet even here half of shoppers are using the internet

Falkirk Southampton Total0%

10%

20%

30%

40%

50%

60%

70%

80%

50%

67%

57%

Any usage of internet

Using the internet whilst shopping - by age

10Which of the following do you sometimes do online whilst you are out shopping?Base: 201

Almost 4 out of 5 shoppers aged 18 to 34 are using the internet whilst they are out shopping. However the proportion tails off amongst older shoppers.

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55 or over

35 to 54

25 to 34

18 to 24

16 or 17

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

19%

50%

83%

83%

68%

Any usage of internet

Using the internet while shopping

Which of the following do you sometimes do online whilst you are out shopping?Base: 201

Location finding, price checking, and checking social media are all done by more than a third of under-35’s

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all shoppers

over 35

under 35

0% 20% 40% 60% 80% 100% 120% 140% 160% 180%

23%

18%

29%

30%

22%

38%

30%

25%

35%

44%

23%

67%

Check travel options Find a location or store Price comparison Email / Social Media

Note : multiple responses accepted, therefore %’s exceed 100

Some shoppers choose their shopping location based on wi-fi provision

14% of all shoppers say they sometimes choose where to shop based on expectation of finding a wi-fi service; amongst shoppers aged 18 to 35 the figure is close to one in five

Do you ever choose to shop at a centre because it provides a wi-fi service?Base: 201

all shoppers

over 35

under 35

0% 20% 40% 60% 80% 100% 120%

8%

10%

4%

79%

80%

78%

14%

9%

18%

Don't Know No Yes

12

Male shoppers are more likely…… to select their shopping destination based on the availability of internet connection : almost one in 5 of them, as against just one in 10 women

Do you ever choose to shop at a centre because it provides a wi-fi service?Base: 201

Female

Male

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

9%

5%

81%

76%

10%

19%

Don't Know No Yes

13

Shopping Apps are favoured by young shoppersMore than a third of shoppers aged 16 to 34 have a Shopping App installed on their phone. In the high-spending 18 to 24 zone more than 4 out of 10 have a Shopping App

Do you have any Shopping Apps installed on your phone or mobile device?Base: 201

16 or 17 18 to 24 25 to 34 35 to 54 55 or over0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

32%

43%

38%

27%

7%

14

Do you have any Shopping Apps installed on your phone or mobile device?Base: 201

Shopping application installation by Lifestyle profileKnowledge about Shopping Apps is highest among ‘Wealthy Achievers’ totalling a remarkable 97%. However, it is the ‘Moderate Means’ shoppers who are most likely to have installed a Shopping App

Hard Pressed

Moderate Means

Comfortably Off

Urban Prosperity

Wealthy Achievers

0% 20% 40% 60% 80% 100% 120%

2%

0%

2%

0%

0%

27%

10%

27%

17%

3%

48%

50%

41%

48%

66%

23%

40%

29%

35%

31%

Don't Know No, I don't know what a shopping App isNo, but I know what a shopping App is Yes

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Four fifths of shoppers are App savvyFour fifths of respondents at both locations either have a Shopping App installed on their mobile, or understand what they are

Do you have any Shopping Apps installed on your phone or mobile device?Base: 201

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Falkirk Southampton Total0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

81%78% 80%

Men are adopting Shopping Apps faster than womenExactly four fifths of male and female shoppers understand Shopping Apps – but the men are more likely to have one installed.

Do you have any Shopping Apps installed on your phone or mobile device?Base: 201

Female

Male

0% 20% 40% 60% 80% 100% 120%

1%

1%

19%

19%

56%

44%

24%

36%

Don't Know No, I don't know what a shopping App isNo, but I know what a shopping App is Yes

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The Pyramid31 Queen Elizabeth StreetLondon SE1 2LP

info@roiteam.co.ukwww.roiteam.co.uk

Shopper appetite for wi-fi in shopping placesWhat do Shoppers Say?November 2011