A recent study conducted by YouGov asked respondents to vote on the features of the ideal pub, basing the questions on George Orwell’s definition from his 1946 essay, Moon Under Water.
The top five pub features that respondents voted for were: it serves meals; it has a beer garden; it has a fireplace; bar staff know regulars; and it sells snacks.
Wireless Solutions managing director, Julian Ross
However, the survey omitted any mention of wifi in pubs and how vital this service is to customers across all age groups. Wifi solutions provider, Wireless Social, has since highlighted the importance, after analysing recent data across its broad range of hospitality clients.
It found that, on average, 74% more people log into wifi in pub venues than any other venues in the hospitality industry. In addition to this, pubs see 29% more unique users on their wifi network than other hospitality venues, which ultimately equates to more valuable data collection for pubs.
Mark Daniels, digital strategies manager at Wadworth, said: “In today’s connected society, and with the next generation of pub customers ever more reliant on an internet connection, wifi is an essential feature for any pub looking to encourage customers to stay longer or to repeat custom.
“Today’s customers are very happy to log into free wifi using their social channels, and Wireless Social provides a fantastic platform for our pubs to do this. Through this service we ensure we’re offering our pubs a best practice solution whilst protecting their network; and for their guests, a safe and secure way to access the internet.”
For those operators who think it’s just the millennials and generation Zs who are web obsessed, think again: data collected from pub companies across the period of a month highlighted that 18.6% of 35- to 54-year-olds logged into wifi, meaning they were nearly as likely to log in as 18- to 24-year-olds (19.4%).
Julian Ross, managing director of Wireless Social, said: “Whilst other features highlighted in the YouGov survey are hugely important to pubs, it is time that operators started to listen to customers’ needs.
“With our insights we have highlighted the importance of wifi for all age groups, and as people continue to use the internet more and more, the need to have good wifi in pubs will only increase.”