Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/704472
6 S C T / A U G U S T 2 0 1 6 N early seven out of 10 American consumers anticipate finding free Wi-Fi in malls, and 63 percent of those who visited a mall this year actually logged on while there, according to an ICSC Research survey of roughly 1,000 respondents polled June 23–26. The largest group — 48 percent — of those logging onto a mall's Wi-Fi said the chief reason was to avoid using up their own phone data allowance. The next most popular reason was to get a better connection, with 38 percent of the respondents citing this, while 29 percent said they used a mall's Wi-Fi to receive coupons and other promotions. Nearly 20 percent said they did so to receive mall information, 13 percent cited special promotions, and 12 percent said they were using the indoor mobile navigation applications. Mall Wi-Fi is most popular among Millennials, with 79 percent of that group logging on during mall visits this year. Among Gen-X shoppers, 70 percent did, and the boomer respondents doing so came to 41 percent. More men than NE W S F RO M A L L C O RNE RS O F T HE S H O PPIN G C E N T E R IND U ST RY Foot locker a boon F or t imes s quare 8 W P Glimcher G e t s ne W e x ecs a nd a n a me 10 h o W to storm - P roo F your P ort F olio 12 Fa rmer's m a rk e t s dem a nd a de F t touch 16 icsc G oes to Wa shin G ton 18 T H E C O M M O N A R E A CONNECTING TO CUSTOMERS An ICSC survey shows that shoppers highly value Wi-Fi in their centers