-- A majority of users (68 percent) will view advertisements in exchange
for free WiFi. Still, 16 percent of respondents said they would rather
pay for no ads.
-- Sixty-three percent of respondents would like to receive coupons from
nearby Easy WiFi venues for product discounts.
-- If a condition is to view an advertisement for free WiFi access at a
café or any other Easy WiFi Network venue, the majority of respondents
(81 percent) are willing to view the sponsored advertisements.
-- Easy WiFi users want to participate in the Easy WiFi community by
reading (70 percent) and contributing (69 percent) content to the Easy
WiFi Network.
-- A majority (67 percent) of respondents still will not pay for WiFi.
Twenty-five percent stated they would pay up to $3.
Positive attitudes toward advertising-sponsored WiFi hotspots
With the importance and demand for WiFi already established in prior
quarters' reports, the most recent survey aimed to uncover compelling new
trends that will shape the face of WiFi over the next few years. The use of
advertising emerged as an important trend to watch -- one that will likely
help offset the cost of providing free WiFi to users. In general, attitudes
toward the ads were encouraging, as a majority of survey respondents
indicated they would watch advertisements in exchange for free WiFi
service.
A majority of respondents (54 percent) indicated they would watch all
advertisements in exchange for access to the Easy WiFi Network's entire
global footprint, while a slightly smaller group (34 percent) opted for
partial access in exchange for viewing fewer ads. Combined, this indicates
a general opinion that the Easy WiFi Network is of great value to users.
In the same vein, vendor coupons also emerged as a trend embraced by survey
respondents, in fact driving business to venues offering free WiFi service.
Consumers continue to demand free WiFi
The use of advertising-supported free WiFi hotspots showcases the continued
resistance to paying for WiFi. In the Q1 2009 Devicescape WiFi
Report, 53 percent of respondents stated that free WiFi is a "must
have," meaning they will not pay for a WiFi hotspot. In this quarter's
report, a majority of users (67 percent) refuses to pay for WiFi service,
even if it means having to sift through advertisements. But surprisingly, a
small faction (25 percent) still exists of respondents willing to pay up to
$3 an hour for WiFi.
People want interactive online exchanges of information
As showcased in the Q2 2009 Devicescape WiFi Report, the sense of community
among WiFi users is on the rise. While previous reports showed that
respondents would be willing to share their network with other Devicescape
members -- presumably to perpetuate WiFi usage and ensure municipal hotspot
availability -- this quarter's survey respondents took it a step further.
Respondents revealed a general desire to participate in interactive online
exchanges of information with other Easy WiFi users through reading and
contributing content to the Easy WiFi Network. This information could be
comments about the WiFi venue used and personal insights and observations.
In fact, 70 percent of respondents would find this information useful.
"Since its inception, the 'Devicescape WiFi Report' has proved to be an
invaluable tool in uncovering what's most important to WiFi users," said
Dave Fraser, Devicescape CEO. "Armed with this information -- right from
the source -- Devicescape can work to advance the state of WiFi, ensuring
that users have the best WiFi experience possible."
Devicescape will continue to deliver information about WiFi usage and
consumer behavior via the "Devicescape WiFi Report." Devicescape encourages
the public to submit questions for future surveys by sending them to:
DevicescapeWiFiReport@devicescape.com.
Devicescape WiFi Report Methodology
Decipher Inc. surveyed more than 8,000 WiFi users, representing a
cross-section of Devicescape's overall membership. The survey questions
were developed by Devicescape and FON -- a cross-section of industry WiFi
leaders. Devicescape members include a wide array of working professionals
from a variety industries as well as students in the United States and
around the world.
With more than two million members, Devicescape is the leader in Easy WiFi.
The company has worked with original equipment manufacturers and service
providers since its inception. Devicescape's Easy WiFi enables anytime,
anywhere, any network WiFi access.
About Decipher
A marketing research services provider, Decipher specializes in online
survey programming, data collection, data processing/reporting and custom
technology development. Utilizing Web-based applications, Decipher
integrates state of the art technology with traditional research
techniques. Decipher's survey tools and data reporting suite provide users
with the ability to automate post field production, significantly
increasing the accuracy and quality of research reporting.
About Devicescape
Devicescape is the leader in Easy
WiFi. The company has worked with device manufacturers and service
providers since its inception and has hundreds of design wins in the best
WiFi products. Easy WiFi allows for the creation of superior products which
are powerful, yet easy to use and compatible with a global network market.
Headquartered in San Bruno, California, the company is privately held and
backed by leading venture capital companies including Kleiner Perkins
Caufield & Byers, August Capital, Enterprise Partners, and JAFCO. To learn
more, please visit http://www.devicescape.com.
About FON
FON started the free WiFi revolution in
2006 with the first Fonera WiFi router and the goal of free, ubiquitous
WiFi for everyone. Today, FON has the most innovative WiFi router in the
world, the Fonera 2.0n, the largest WiFi community in the world with more
than 1 million hotspots and close to two million registered members, and a
growing list of Telco partners who add FON functionality to their broadband
routers. Google, eBay, British Telecom, Index Ventures, Coral Group and
Sequoia Capital are investors in FON. To learn more, please visit
http://www.fon.com.
Contact Information: Media Contact: Kathleen Shanahan BOCA Communications 415-570-1405 kathleen@bocacommunications.com
