Survey reveals Wi-Fi attracts customers and enhances customer satisfaction.
A national survey of entrepreneurs and small business IT decision makers conducted by Bredin Research and sponsored by Comcast Business found that offering free Wi-Fi works better at keeping customers happy than common “waiting area” conveniences like candy, water or magazines. These “Main Street” businesses that offer Wi-Fi — coffee shops, bars, restaurants, retailers, doctor’s offices and others — are leveraging the service to attract new clientele, improve customer loyalty and raise their profile within the community.
Respondents who indicated that they do not currently offer Wi-Fi also understand the benefits of offering the service in their location, and overwhelmingly their intention is to offer it in the near future. Those that do not plan on offering it – predominantly those that have been in business for 20 or more years – cite concerns over tech support, employee distraction and cost.
“Main Street businesses and entrepreneurs of all types recognize that wireless Internet access is a must for their patrons, and that providing free Wi-Fi can give them a competitive edge,” said Bill Stemper, president, Comcast Business. “More and more, we are seeing that if a business provides Wi-Fi now to its employees for business purposes, extending access to its customers is a logical next step that is a way to keep them coming back in the future. Given the challenges that small businesses face in today’s uncertain economy, we are encouraged that technologies like Wi-Fi will help sustain growth.”
The key survey findings are:
- Wi-Fi helps draw customers. Nearly eight in 10 U.S. businesses offering Wi-Fi (79%) say it has raised customer satisfaction, and 67% report it has encouraged repeat business. In Atlanta, Wi-Fi has been particularly important for improving service, with 94% of business owners saying it has enhanced the customer experience.
- Providing access a competitive necessity. The majority of business owners recognize the importance of Wi-Fi to staying competitive, with three-quarters calling it “a necessity.” Atlanta business owners were particularly inclined to see these advantages — 83% say offering Wi-Fi has helped them keep up with competitors.
- Wi-Fi is better than chocolate. The majority of business owners nationally said Wi-Fi is as or more effective than other amenities at making patrons feel welcome. Atlanta respondents agreed, calling Wi-Fi as or more effective than magazines (100%), water (92%) and candy (84%).
- Promoting Wi-Fi pays off. Like their counterparts elsewhere in the U.S., more than six in 10 (64%) of Atlanta business owners that offer Wi-Fi actively promote it. This promotion works: 87% of Atlanta respondents say customers come in looking for Wi-Fi. Nearly the same number (86%) say they have received new customers through patrons using their Wi-Fi to promote their business.
- Business users boost productivity. 86% of Atlanta respondentssay that separate from offering Wi-Fi to patrons, their company uses Wi-Fi for business purposes (compared with 74% of respondents nationwide). Top purposes among Atlanta businesses include accessing corporate resources (52%), enabling mobile sales transactions (48%) and tracking inventory (45%). 84% of these businesses report that Wi-Fi enhances productivity.
- Businesses connect a range of devices. Atlanta businesses that use Wi-Fi for business purposes connect equipment to their networks including computers (100%) and printers and copiers (71%). Compared with their counterparts throughout the U.S., Atlanta respondents were more likely to connect tablets (61% vs. 50%) and credit card terminals (45% vs. 33%).
The Small Business Wi-Fi Survey was conducted online among a representative sample of 602 principals and IT decision makers at companies with 1 to 100 employees in the United States between Dec. 18 and Dec. 31, 2013. The survey has a margin of error of +/-4 percentage points at the 95% level of confidence.
About Comcast Cable
Comcast Cable is the nation’s largest video, high-speed Internet and phone provider to businesses and residential customers. Comcast has invested in technology to build an advanced network that delivers among the fastest broadband speeds, and brings customers personalized video, communications and home management offerings. Comcast Corporation (Nasdaq: CMCSA, CMCSK) is a global media and technology company. Visit www.comcastcorporation.com for more information.
About Comcast Business
Comcast Business, a unit of Comcast Cable, provides advanced communication solutions to help organizations of all sizes meet their business objectives. Through a next-generation network that is backed by 24/7 technical support, Comcast delivers Business Internet, Ethernet, TV and a full portfolio of Voice services for cost-effective, simplified communications management. For more information, call 866-429-3085.
Follow us on Twitter @ComcastBusiness and on other social media networks at http://business.comcast.com/social.
About Bredin
Bredin is a market research firm and consultancy which helps clients better understand and engage with small and mid-sized businesses (SMBs). Bredin provides market insight through original research, develops marketing strategy and executes acquisition and retention programs to help clients develop profitable, long-term relationships with SMBs. Learn more at www.bredin.com.
