Market Overview

The Wi-Fi analytics market was valued at USD 3.34 billion in 2018, and it is expected to reach USD 14.79 billion by 2024, at a CAGR of 28.20% over the forecast period (2019 - 2024). The most important factor contributing to Wi-Fi’s superiority is that it doesn’t require an application to be installed on customers’ smartphones to gather behavioral data or even to collect customer profiles and trigger proximity-based marketing messages, based on customers’ in-store location. Increase in Wi-Fi supporting bandwidth is further supporting the adoption of the technology.

• Wi-Fi has evolved as one of the most widespread and versatile technologies for modern in-store retail analytics. E-commerce businesses use online marketing analytics tools to monitor customer navigation data, through the company websites. The collected data is used to yield insights and make decisions to increase business revenue. 
• Shopping complexes, public places, transport hubs, and nowadays, even cars and trains boast of having onboard Wi-Fi. This is expected to become a regular phenomenon in the market, as it is seen as an enhanced service option in customer satisfaction, in other businesses. Such evolving utility is supposed to be even more critical to the long-term demand for the market. The focus of governments to build smart and intelligent cities, transport, hospitals, etc., to strengthen the amenities and infrastructure, is further augmenting the application and is expected to boost the demand.
• In a survey conducted by Purple, most customers appreciated the provision of free Wi-Fi in the places. 78% stated that they looked for places that offered them free Wi-Fi. The growing interests of the customers toward free Wi-Fi and increasing requirement of consumer analytics by retailers, hotels, restaurants, and various organizations have led to an increase in the number of free Wi-Fi hotspots.
• The stringent regulations also strengthen Wi-Fi analytics solutions. The GDPR, which came into effect in 2018, in the EU, requires all data controllers and processors that handle personal information of EU residents, to implement proper security measures, to ensure that no personal data is compromised. Such actions are expected to drive the more secure application of Wi-Fi analytics and support demand from the vendor, complying to these regulatory bindings.

Scope of the Report

Wi-Fi analytics enables an organization in using the information available through the wireless network, to make better decisions about its physical space.  Wi-Fi analytics is segmented into solution and service, in terms of the component deployed in the cloud and on-premise. Different kinds of applications, like footfall analytics, customer engagement, customer experience management, customer behavior analytics, customer loyalty management are being used in retail, hospitality, sports and leisure, transportation, healthcare sectors.

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Key Market Trends

Hospitality Industry to Hold Significant Share

• Hospitality Wi-Fi is an easy-to-deploy tool. It provides the type of guest information that other online competitors may already have access to. Mobile technologies have taken center stage in creating the demand, as consumer behavior shifts vehemently toward researching and booking travel, through smartphones.
• For instance, US consumers, who book travel online consistently, spent more time looking for travel-related content on their mobile devices, than on their desktops. A similar trend is being followed in other regions across the world. The overarching use of Wi-Fi analytics in the hospitality industry revolves around yield management. This helps the hotels to ensure that the services provided are attracting customers.
• With the understanding that most of its customers may use web search on mobile devices to search for nearby accommodation, a targeted marketing campaign was launched, aimed at mobile device users in the geographical areas most likely to be affected. This led to a 10% increase in business, in areas, where the strategy was deployed.
• Many hotels and restaurants provide a Wi-Fi platform, which offers various tools to incentivize their guests to bond with their brand. To strengthen the loyalty of guests, they are further integrating the Wi-Fi platform with their email marketing system. 
• In Singapore, the large hotels tied up with the airline industry to easily identify customer details. As soon as the customer arrives in Singapore, the hotel industry makes sure to provide an absolute luxury experience to the customer, by providing free Wi-Fi hotspot connection from the airport till they reach the hotel. The satisfaction level of the customer from the hospitality being given to them, provides a lucrative opportunity for the hotel industry to not establish the brand name but also improve the growth rate.

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