JiWire’s Mobile Audience Insights Report is an interesting summary of data based on data from approximately 315,000 public Wi-Fi locations. Most recently, the company has looked at WiFi usage of the consumer, particularly regarding mobile payments and public WiFi usage. Examining Wi-Fi Usage on Smartphones and Tablets Constant connectivity on smartphones and tablets are vital to on-the-go consumers and it’s apparent in the way they are connecting. JiWire’s Q1 Insights Report discovered that consumers are heavily utilizing public Wi-Fi from mobile devices with almost half of all Wi-Fi traffic coming from smartphones (31 percent) or tablets (14 percent). By contrast, connection from laptops has decreased from 70 percent last year to 55 percent currently. Additionally, nine out of 10 consumers report the following advantages for choosing public Wi-Fi instead of 3G/4G on smartphones:
- Increasing connection speed, with 55 percent stating it’s the main advantage for using public Wi-Fi.
- Avoiding data plan charges (37 percent), streaming content (17 percent) or for laptop tethering (7 percent).
- Only 10 percent of the on-the-go audience indicated that they do not use public Wi-Fi, opting instead to connect with 3G/4G and/or exclusively use broadband cards.
- Location-Based App Adoption — 70 percent of C-level executives are using location-based apps on a weekly basis or daily.
- Mobile Shopping Behavior — 37 percent of on-the-go consumers have used a mobile wallet within the past three months.
- Connected Device Trends — Almost half of the on-the-go audience is connecting to public Wi-Fi from smartphones (31 percent) or tablets (14 percent).
- Comparison Shopping — When comparison shopping in-store, 49 percent of consumers compare prices with other stores.