Preliminary results from a Him! Research’s OnTrack 2011 report reveal that 6 per cent of pub customers say they’d be more frequent customers in a pub if they could log on to the internet there.
The report was prepared following interviews with 2,700 pub customers conducted earlier this month at Greene King, JDW/Lloyds Average, JD Wetherspoon, Lloyds, Shepherd Neame, Vintage Inns, Marston's, Punch, and Independent Pubs.
Wi-Fi appeal
“Other foodservice outlets are increasingly offering this footfall driving service, which has already become an expectation in some parts of the world,” said Him!
“For example, Pizza Express e-mailed its customer database this week to let them know about their improved Wi-Fi service.”
Old dog, old tricks
Another survey published in 2008 revealed similar results. Conducted by T-Mobile, the survey had found that almost half of British consumers want to be able to use the internet wherever they go, and they list pubs as one of the top locations they would like to surf the web.
At the time, Neil Williams of the British Beer and Pub Association , said: “Pubs are investing in Wi-Fi as they look for ways to reach new customers, especially after the smoking ban. They are a very appealing place to sit down and enjoy a drink or a coffee – it’s becoming increasingly common.”
Additional findings from this month’s OnTrack 2011 programme are currently being processed and will be released by the end of the month, said Him!