TDF publishes an OpinionWay survey on the challenges of 4G/5G connectivity in shopping centers and retail venues in France.
To gain a better understanding of the needs of the French in terms of connectivity in retail outlets, and to support shopping centers in this digital transformation, TDF has chosen, with the support of the Fédération des Acteurs du Commerce dans les Territoires (formerly the Conseil National des Centres Commerciaux), to entrust OpinionWay with a survey on the perception and expectations of the French in terms of the digital experience when visiting physical retail outlets.
The survey shows that digital uses and new services are on the rise, making a major contribution to the quality of the customer experience. Very high-speed mobile connectivity is at the heart of French people's expectations when visiting retail outlets.
The cell phone, a true shopping companion for the French
"The cell phone has become an essential part of the shopping experience, with the French using it in a wide range of situations," says Clotilde Combe, Deputy Director of Opinion at OpinionWay. The evidence is clear: 87% of French shoppers use their mobiles when visiting shopping centers. Today, cell phone use in shopping centers is mainly about communication: 80% of French people use their mobiles to make calls and send text messages. But the French are also looking for information to guide their purchases: 54% say they are looking for information about the product or store, 50% to scan QR Codes and 48% to compare prices on the internet.
Young people (aged 16-34) use, or want to use, their mobiles for non-commerce purposes: 87% use streaming applications, 78% make video calls, while 67% work on their computer with a shared connection. The nature of these uses requires optimum quality of service and high bandwidths.
4G-5G mobile network widely acclaimed
75% of mobile users in shopping malls prefer to connect to their operator's 4G/5G network rather than to the mall's WiFi. 67% of them explain this choice by a concern for security, 33% point to insufficient wifi connection quality, while 32% do not wish to fill in an authentication form, considered in particular as a waste of time.
Connectivity, a key factor in visitor numbers
74% of French people using their 3G/4G network claim to have experienced a lack of network in a shopping mall. This finding is even more pronounced among young people, 48% of whom claim to have often experienced a lack of network during their visits. A key lesson for industry players is that 47% recognize that a lack of coverage can have a negative impact on their customer experience. 35% of them will go so far as to question their visit by cutting it short, choosing other places to shop or not returning to the mall.
Rémi Kaeppelin, TDF's Director of Indoor: "Current indoor mobile coverage speeds are barely sufficient to support mobile uses. What's more, tomorrow's applications will be even more data-hungry. A high-quality 4G-5G mobile network, dedicated to each shopping center, enables it to become a place conducive to new modes of consumption that are increasingly focused on digital. For real estate companies, this also represents a real opportunity to increase the value of their real estate assets. At TDF, we are preparing for this technological evolution, which will be reinforced by the massive deployment of 5G. Our model is based on the mutualization of antenna systems, enabling shopping centers to benefit from a complete, neutral offer open to all cell phone operators."
This study will be presented by TDF and OpinionWay at the SIEC trade show (Salon du Retail et de l'immobilier commercial):
- September 21 at 2:30 p.m.: conference on "Consumers' digital uses at the point of sale: presentation of the TDF / CNCC / Opinion Way study", by Rémi Kaeppelin, Director of TDF Indoor and Clotilde Combe, Deputy Director of Opinion at OpinionWay.
- September 21 and 22: welcome on the TDF stand (Pavillon 6 / stand E041)
To obtain the full study, please contact the TDF press department.
Discover our infographic summarizing the results of the study: Infographie_etude_servicesconnectes