The Pyramid 31 Queen Elizabeth Street London SE1 2L P Shopper appetite for wi-fi in shopping places What do Shoppers Say? November 2011

2 Methodology & Background ROI Team interviewed 201 shoppers inside shopping centres in Southampton (Friday 28 th ) and Falkirk (Saturday 29 th ) We thank The Marlands, Southampton and The Howgate, Falkirk for permission to interview and for their assistance to our teams We thank Freerunner ( provider of wi-fi services for retail and leisure venues, for commissioning this workwww.freernr.com

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

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 4

Older shoppers lack confidence about wi-fi More than a third of shoppers over 55 lack confidence about understanding wi-fi, and so answer Dont Know Do you expect your usual shopping centre to provide wi-fi for shoppers? Base: 201 5

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

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

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

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

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

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

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:

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:

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:

Do you have any Shopping Apps installed on your phone or mobile device? Base: 201 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 15

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:

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:

The Pyramid 31 Queen Elizabeth Street London SE1 2L P Shopper appetite for wi-fi in shopping places What do Shoppers Say? November 2011