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Increasing Interest in Advertising-Funded WiFi Services
A survey, commissioned by Devicescape, has found that a majority of Wi-Fi users (68%) are willing to view advertisements in exchange for free Wi-Fi, although 16 percent of respondents said they would rather pay for no ads.
The use of advertising-supported free Wi-Fi hotspots showcases the continued resistance to paying for Wi-Fi. In the Q1 2009 Devicescape Wi-Fi Report, 53 percent of respondents stated that free Wi-Fi is a "must have," meaning they will not pay for a Wi-Fi hotspot. In this quarter's report, a majority of users (67 percent) refuses to pay for Wi-Fi service, even if it means having to sift through advertisements. However, a small faction (25 percent) still exists of respondents willing to pay up to $3 an hour for Wi-Fi.
While previous reports showed that respondents would be willing to share their network with other Devicescape members -- presumably to perpetuate Wi-Fi 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 Wi-Fi users through reading and contributing content to the Easy Wi-Fi Network. This information could be comments about the Wi-Fi venue used and personal insights and observations. In fact, 70 percent of respondents would find this information useful.
"Since its inception, the 'Devicescape Wi-Fi Report' has proved to be an invaluable tool in uncovering what's most important to Wi-Fi users," said Dave Fraser, Devicescape CEO. "Armed with this information -- right from the source -- Devicescape can work to advance the state of Wi-Fi, ensuring that users have the best Wi-Fi experience possible."
Methodology
Decipher surveyed more than 8,000 Wi-Fi users, representing a cross-section of Devicescape's overall membership. The survey questions were developed by Devicescape and FON.
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