Wi-Fi Analytics Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Wi-Fi Analytics Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Wi-Fi analytics market has registered a CAGR of 28.20% over the forecast period (2021 - 2026). 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.

Key Highlights

• Wi-Fi analytics enables the organization to use the information available through the wireless network to make better decisions about physical space. 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.
• Wi-Fi analytics is also making a noticeable impact in the education sector. Primary and higher education facilities use technology in the classroom, which facilitates testing and delivering lessons, while at the same time, institutions are encouraging BYOD programs that compete for network bandwidth.
• With Wi-Fi analytics, a user can identify which devices or applications are consuming the most bandwidth and make decisions on how to allocate bandwidth to certain students and programs, while ensuring appropriate service levels elsewhere. The increasing use of smartphones and smart devices coupled with the growing penetration of internet is driving the market. This increase in the usage of mobile devices is increasing the number of Wi-Fi users.
• For instance, according to We are Social Global Digital 2019 report, there are 5.11 billion unique mobile users in the world, up 100 million (2%) over the last year. Additionally, there are 4.39 billion internet users in 2019, which was an increase of 366 million (9%) over January 2018. This growth indicates scope for the adoption of Wi-Fi analytics solution and services over the forecast period.
• Shopping complexes, public places, transport hubs, and nowadays, even cars and trains, boast of having onboard Wi-Fi, which is expected to become regular in the market, as it is seen as an enhanced service option for ensuring customer satisfaction.

Key Market TrendsHospitality 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.
• With the usage of Wi-Fi analytics tools, hoteliers get to know in-depth insights about the guests, and their interaction with the venue. The hotel marketing managers can be provided with specific tools in order to create different customer segments and engage them through various marketing channels such as push notification, social engagement, SMS and e-mail campaigns.

North America Holds the Largest Market Share

• The strong financial position of the region enabled organizations to invest in advanced solutions and technologies, such as IoT and big data analytics. The presence of multiple major Wi-Fi analytics vendors, such as Cisco Systems (US), Zebra Technologies (US), Fortinet (US), and Ruckus Wireless (US) have enabled the region to draw a significant share.
• Using this feature to their advantage, many retailers, restaurants, and hotels offer public hotspot point to attract customers, through which, the Wi-Fi hotspot gather information about the user behavior, time spent, etc., and can use it for supporting the business.
• As a greater number of smartphones get connected, the retailers can provide more products and services based on customers’ interests. Henceforth, increasing penetration of smartphone users is positively impacting the retail market, which is, in turn, increasing the growth of the market.
• Increased consumer spending across regions has been driving the demand for smartphones, over the past few years. However, the market’s growth is plateauing, considering the intense penetration levels. For instance, 91% of households in the United States own smartphones, with vital features and across different price points.
• According to GSMA, in North America, the number of smartphone subscribers is expected to reach 328 million by 2025. Moreover, by 2025, the region may witness an increase in the penetration rates of mobile subscribers (86%), along with Internet (80%). The increasing usage of the internet has enabled the growth of public Wi-Fi instalments. As the speed of the internet through Wi-Fi is faster than that of mobile data, most users prefer Wi-Fi hotspots.

Competitive Landscape

The Wi-Fi analytics market is highly fragmented. 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 and growing market demand. Overall, the competitive rivalry among existing competitors is high. Moreover, acquisitions and collaboration of large companies with startups are expected, which are focused on innovation. Some of the key players include Cisco Systems Inc., Euclid Analytics, Cloud4Wi, Purple Wi-Fi, Fortinet Inc., RetailNext, Yelp Wi-Fi Inc., Ruckus Wireless Inc, Skyfii Limited, July Systems Inc., among others.

• Aug 2020- CISCO Systems Inc.completed the acquisition of ThousandEyes, a cloud intelligence platform that expands visibility and insights into the digital delivery of applications and services over the internet and the cloud. Cisco will incorporate ThousandEyes capabilities across Cisco’s core Enterprise Networking and Cloud, and AppDynamics portfolios.
• Apr 2019 - Fortinet Inc. continued the commitment to close the cyber skills gap through its NSE institute training and certification program. Recent additions to the company’s education and training programming include additional Fortinet Network Security Expert Institute cloud certifications and the offering of its cybersecurity awareness training.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

Companies Mentioned

Cisco Systems Inc.
Cloud4Wi
Purple Wi
Fi
RetailNext
Yelp Wi
Fi Inc.
Ruckus Wireless Inc.
Fortinet Inc.
Blix
Skyfii Limited
Singtel
MetTel, Inc.

Please note: This publisher does offer titles that are created upon receipt of order. If you are purchasing a PDF Email Delivery option above, the report will take approximately 2 business days to prepare and deliver.