So, Wi-Fi or Mobile Data?
You might be wondering why Wi-Fi is still generally considered the best option for customers. Since 5G networks were introduced to the UK in 2019, our own research in the graph above shows the increased use of Wi-Fi, measured by logins by quarter. This shows that the demand for Wi-Fi connectivity actually increased from 2021 onwards, with an average of over 1 million people logging in to Guest Wi-Fi per week.
For customers, it can be more cost effective and reliable to use Wi-Fi connectivity over mobile data. For businesses, investing in Guest Wi-Fi not only increases customer satisfaction, but also unlocks valuable insights for your business, useful for driving considered marketing campaigns and monitoring footfall.
It’s clear that mobile data has risen in popularity, but this doesn’t mean that guests want to rely on it entirely when they’re out and about. The UK’s 5G download speed ranked an abysmal 21st out of 25 developed markets, slower than France, Germany and the Netherlands. Also, customers often have a data limit meaning they only use mobile data when there are no Wi-Fi networks available. Alternatively, there may be limited or no service in your venue, making data inaccessible and Guest Wi-Fi a must.
So, let’s get into the top reasons why Wi-Fi is vital for your business, and why it’s still preferred over mobile data for most customers.
Cost Efficiency
While mobile data has become more accessible, it’s still not as cost-effective as Wi-Fi. For customers with data limits, they’re more likely to seek out businesses who offer Guest Wi-Fi, so that they don’t have to use up their allowance. 47% use public Wi-Fi to cut down on data usage while they’re away from home, meaning they’re not only more likely to visit you if you provide a Guest Wi-Fi solution, but also stay longer and potentially spend more money too.
Enhanced Customer Experience
No matter the scale of your business, customer satisfaction is at the centre. Offering free Guest Wi-Fi is a simple but effective way to significantly enhance your guests’ experience. Although mobile data offers connectivity, it can sometimes be unreliable and slow depending on the location of a cellular device.
It’s also estimated that providing Guest Wi-Fi can be a deciding factor for 71% of guests when it comes to choosing a hotel. Whether they need to check emails, browse social media, or catch up on work, having access to reliable Wi-Fi can make your guests’ visit more enjoyable. A positive experience increases the likelihood of repeat visits, and equals a positive reputation.
Valuable Data Insights
Guest Wi-Fi is not just about providing internet access; it’s also a powerful tool for gathering valuable customer data. At Wireless Social, our Wi-Fi solution is highly effective in capturing this data, and we also offer an Insights Plus feature, which you can choose as a bolt on option when considering to invest in Guest Wi-Fi. With this, you can unlock further insights about your customers, how often they visit, and when. An estimated 74% of customers are also happy to share their email addresses in exchange for Guest Wi-Fi, allowing you to keep in touch with them through email marketing activities.
The data you collect through your Guest Wi-Fi solution can be used to tailor marketing efforts, understand customer behaviour, and improve your services. These can be instrumental in driving your business forward.
Increased Dwell Time
It’s clear that when customers have access to free Wi-Fi, they’re more likely to spend more time at a venue. 76% of customers say they’re more likely to support a business that offers Guest Wi-Fi, and this increased dwell time can lead to higher spending and increased customer satisfaction. If they are relying on mobile data, they may cut their visit short, due to costs and data plan limits.
For example, in hospitality venues, customers might order additional refreshments if they stay longer. In retail environments, longer visits can lead to more purchases. Guest Wi-Fi can indirectly boost your revenue by encouraging customers to stay and spend more.
Setting You Apart
In today’s competitive business landscape, offering Guest Wi-Fi can set you apart from competitors. What we know is that customers are more likely to choose a business that offers free Wi-Fi over one that doesn’t, even if they have an unlimited mobile data plan. It’s a simple amenity that can make a significant difference in attracting and retaining customers. By providing Guest Wi-Fi, you demonstrate that you care about your customers’ convenience and comfort.
Security and Control
With a dedicated Guest Wi-Fi network, you can maintain better security and control over your business’s internet usage. Wireless social is dedicated to providing robust and secure connectivity, complete with content filtering, so you decide what your guests can view and access online. Also, by keeping guest traffic separate from your primary network, you reduce the risk of cyber threats and ensure that operations remain secure.
The Remote Work Trend
The recent shift towards working remotely has made Guest Wi-Fi even more valued by customers. Many people now work from cafes, restaurants, and other public spaces, and using mobile data on multiple devices can be costly and ineffective.
By offering reliable Guest Wi-Fi, your business can cater to this growing demographic. Remote workers often look for places where they can work comfortably, and providing Wi-Fi can make your establishment a preferred hotspot for these individuals.
Access hospitality technology
Another reason to provide Guest Wi-Fi, rather than rely on customer use of mobile data, is to enable guests to easily access various technologies during their visit, such as OrderPay and online table ordering, gamification activities, and online quizzes or surveys. Given the various limitations of 4G and 5G coverage in the UK, Wi-Fi significantly enhances the customer experience by offering a more reliable and seamless connection.
So, while the rise of mobile data and 5G networks has brought new connectivity options, Wi-Fi remains a vital and irreplaceable component of a business’s infrastructure.
Offering Guest Wi-Fi carries a multitude of benefits, and it's not just about providing internet access. Investing in a reliable solution will enhance your customers' experience, as well as assist you in gathering valuable data, increasing dwell time, gaining a competitive edge, ensuring security, and adapting to new work trends. It demonstrates your commitment to customer satisfaction, helps you stay ahead of the competition, and supports the evolving needs of your business.
Far from declining, Wi-Fi continues to be a cornerstone of modern business operations. Our reliable Guest Wi-Fi solution is trusted by some of the most recognised brands in the UK, and currently, we have 11.6 million trusted users.
Take Your Guest Experience to the Next Level with Wireless Social
Ready to enhance your customers' experience and drive your business forward? Don’t let your business fall behind in the digital age. Contact us today to learn more about our Guest Wi-Fi solution.