Recently a business owner contacted me for advice on whether he should offer free WiFi. He was rather fearful of the possible threats and wanted to understand some of the benefits of offering such a service.

We are living in a time when, right up there with the need for air, water, food and shelter, is our need for WiFi. According to a study in 2015 by the Bank of America and Braun Research Center, 35 per cent of individuals think of their phones first thing when they wake up, while only 10 per cent think of their significant other. In fact, “For many people it is actually the first and last interaction of the day.” Other research done by IDC has shown that 80 per cent of people check their cellphones before even brushing their teeth.

In a survey of over 2,500 people conducted by Cable.co.uk, one-third said they would rather lose a finger than connection to the web. And in another study by Intrepid Travel many Americans said they would give up on many beloved items, including wine, friends and even sex to maintain connection to WiFi and their devices.

So connectivity is no longer a thing we do, but a way we live. We are always connected and if not, are often seeking to be.

This provides an excellent context for this gentleman’s question. Why should he offer WiFi access at his business place? My response…Why should he not? Here are six reasons why offering free WiFi access to your customers is not only a convenience for them, but is huge for you (the business owner).

First, free WiFi access will bring more customers. Really, if you give it, they will come.

Having a location that offers free WiFi is certain to attract new customers. This can be particularly the case, if you are a food court, restaurant, mall, café, even a book store. Any location that depends on, or thrives on consumer traffic is an ideal location to offer free WiFi. You want more eyes around your service or product, therefore, using WiFi as an initial attraction to the location is a great idea.

In the same vein, it may even differentiate you from the competition. I have, in the past, chosen a particular location over another, simply because I knew there was an availability of reliable, consistent WiFi. It wasn’t just the location’s great food or service that influenced my decision. WiFi access did.

Second, it can bring more sales. It is very likely that a potential customer will purchase something if they are already in your store or building. The possibility of individuals just using your WiFi for hours, then leaving is smaller than you think. After five hours in a mall/café/book store, the person is bound to get hungry and will buy something from you, if out of nothing else but convenience.

However, if this is a grave concern, purchase of an item can be made a requirement in exchange for access to WiFi, and in the case of a person needing a place to send a quick e-mail, or complete a document while on the go, the price of a coffee or muffin will not be perceived as too high.

Third, when they do come, customers will spend more time. If I come to lunch at your restaurant and you have WiFi, I may just linger a while after that meal and browse the Internet. I might also consider purchasing that additional coffee while I wait and invite that colleague to meet me there instead of heading somewhere else.

If I’m in a mall, maybe after a while I’ll take a quick break and walk around in that store I noticed earlier. Chances are, I’ll even buy something. WiFi provides another reason to linger and do more. More time means more opportunities to purchase or even to familiarise myself with your location and brand.

Fourth, customers have simply come to expect WiFi being available. Every time I enter a restaurant or store, it is almost second nature for me to take out my device and search for a network (and I’m not the only one). Customers often perceive the company or location to be behind the times if they don’t offer the possibility of connecting.

Fifth, WiFi gives you as the business owner a chance to improve your marketing.

Many free WiFi locations have landing pages and “like-gates” which, in exchange for WiFi, offer the client the opportunity to do something for the business. These actions are more direct. It could be

1. Liking the Facebook, or other social media page

2. Giving their e-mail or phone number

3. Giving demographic data (gender, age, location, country).

The landing page could also simply offer information on your company and the services you offer, or even tell additional locations, or offer customers a chance to participate in a raffle, or competition.

This can increase followers or likes on your business page and can provide important demographical information, such as the gender, age or even nationality of patrons passing through the business.

Finally and probably most important, WiFi gives you the chance to collect data.

As a business owner, if you don’t offer WiFi access, you are missing out on the chance of capturing data on your potential and even current customers’ behaviours and interests. Data such as age, gender, location, and interests are all elements which can aid you in providing better, more targeted services to your clients and improving their user experience.

Free WiFi access works well for the customer and the business offering it. You can get more customers, increase sales, get more traffic, boost marketing and get important consumer data. It’s one of those things you can do both for the love and for the likes.