The Pyramid 31 Queen Elizabeth Street London SE1 2L P info@roiteam.co.uk roiteam.co.uk

1. Shopper appetite for wi-fi in shopping places What do Shoppers Say? November 2011 The Pyramid 31 Queen Elizabeth Street London SE1 2LP info@roiteam.co.uk www.roiteam.co.uk

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

3. Shoppers expect to enjoy wireless service in shopping centres More than half of our shoppers expect their shopping centre to provide a wi-fi service Do you expect your usual shopping centre to provide wi-fi for shoppers? Base: 201

4. 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

5. 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

6. Male shoppers are more keen on wi-fi than women 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 Do you expect your usual shopping centre to provide wi-fi for shoppers? Base: 201

7. Wi-fi attracts the wealthiest shoppers Almost three quarters of shoppers from ACORN’s ‘Wealthy Achievers’ segment expect their centre to provide a wi-fi service. Do you expect your usual shopping centre to provide wi-fi for shoppers? Base: 201

8. Wi-fi attracts the wealthiest shoppers 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 Do you expect your usual shopping centre to provide wi-fi for shoppers? Base: 201

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

10. Using the internet whilst shopping - by age 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. 10 Which of the following do you sometimes do online whilst you are out shopping? Base: 201

11. Using the internet while shopping Location finding, price checking, and checking social media are all done by more than a third of under-35’s Which of the following do you sometimes do online whilst you are out shopping? Base: 201 Note : multiple responses accepted, therefore %’s exceed 100

12. 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

13. 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

14. Shopping Apps are favoured by young shoppers More 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

15. Shopping application installation by Lifestyle profile Knowledge 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 Do you have any Shopping Apps installed on your phone or mobile device? Base: 201

16. Four fifths of shoppers are App savvy Four 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

17. Men are adopting Shopping Apps faster than women Exactly 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

18. Shopper appetite for wi-fi in shopping places What do Shoppers Say? November 2011 The Pyramid 31 Queen Elizabeth Street London SE1 2LP info@roiteam.co.uk www.roiteam.co.uk