According to a recent survey and study by HRC Retail Advisory, more than 90 percent of Generation Z — young adults and teenagers under the age of 20 — ”feel that a strong Wi-Fi signal is a critical component of their overall shopping experience.”
Wi-Fi, and the unlicensed spectrum that makes it work, helps these young shoppers to get feedback about what they buy and where they buy it. More that 50% of respondents said that they used social media on their mobile devices to seek opinions while they shop, and more than 40% of respondents said that they have made a shopping decision based on that feedback.
“Millennial and Generation Z’s use of technology in-store, their need to stay connected to friends via social media while they shop and how they’re shopping beauty trends is changing consumer spending patterns,”said Farla Efros, president of HRC, and stores are responding to those changes. Utilizing Wi-Fi to offer features such as store apps is one way the stores are upping their game to succeed with this tech-savvy market.
However, store owners and shoppers alike can only take advantage of the benefits of Wi-Fi if there is enough unlicensed spectrum to go around. Demand is increasing, and the amount of available spectrum needs to increase as well.
Policymakers, innovators, and public interest groups need to work together create policies that ensure greater spectrum access for future innovations. Standing up against interference from other technologies such as LTE-U and making sure that digital traffic is well-managed won’t just keep shoppers happy — it will empower retail business to better adapt and thrive in the digital age.
It’s time to restock on unlicensed spectrum. Click here to show your support for Wi-Fi and unlicensed spectrum!