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Consumers still hazy on Wi-Fi facts: Study

The Globe and Mail

Wireless Internet — called wireless fidelity, or Wi-Fi — is a maturing technology, but not everyone understands it, a new study says.
The Ipsos-Insight study found that 59 per cent, or about six in 10, Americans aged 18 and older were aware of Wi-Fi - when it was described as a technology that allows people to wirelessly connect computers to the Internet at high speeds.

The number represents a significant jump over last year's results, when only 41 per cent (four in 10) Americans said they were aware of it.

Awareness that wireless home networking allows home computers to connect computers and other devices has also increased, the study found. More than seven in 10 Americans (72 per cent) report being aware of wireless home networking, a significantly higher proportion than in last year's survey (58 per cent).

Still, Wi-Fi remains a mystery to many Americans.

Only 8 per cent of the study sample described themselves as "very" familiar with Wi-Fi and 34 per cent described themselves as "somewhat" familiar.

Most (55 per cent) of those who are aware of Wi-Fi have just heard of the name only. For those aware, familiarity remained constant with 2003 levels (38 per cent very or somewhat familiar, 57 per cent heard the name only).

As a result, the use of wireless home networking is still limited to a small segment of the U.S. population, the study concluded. One in 20 Americans (5 per cent) said they currently have a Wi-Fi or wireless home network installed in their home; the proportion last year was 3 per cent.

"The growth in awareness over the past year demonstrates that Wi-Fi is poised to move beyond the early adopter segment of the U.S. population." Ipsos-Insight director Mike Bellmont said. "But while awareness is on the rise, there remains a considerable lack of familiarity with wireless home networking."

The barriers to wider adoption of Wi-Fi, he said, lay in concerns about security risks, cost of installation and slow speeds.

Among those who do not currently own a wireless home network but are aware of the technology, fewer than 20 per cent say they are likely to add one in the next six months.

There are also some misconceptions about the technology and its costs, which have tumbled drastically in recent months. Half of those aware of Wi-Fi thought it was still too costly to install at home, and 37 per cent believed that Wi-Fi access was slower than a broadband connection (in fact, it's up to 10 times faster than the average DSL connection). The study found that 44 per cent believed that Wi-Fi networks are secure.

Ipsos-Insight said use of Wi-Fi in the home for business purposes, such as using a laptop from work while at home, may have been why many early adopters acquired a wireless home network in the beginning. Now personal use represents the majority of current Wi-Fi users — 75 per cent — while only 10 per cent use it for work and 15 per cent both equally.

Among those aware of Wi-Fi, the intent to purchase a Wi-Fi system is significantly higher among households with children (26 per cent) compared to those without children (14 per cent).

Current and likely users reported that the most attractive benefit of Wi-Fi is the ability to move about the house wirelessly while staying connected to the Internet (38 per cent), followed by the ability to wirelessly connect two or more PCs (27 per cent).

Security concerns resulted in less appeal for Wi-Fi use in public places.

Still, current and potential users expressed interest in hot-spot access points, especially in hotels (80 per cent), outside areas other than immediately outside the home (70 per cent), airports (69 per cent), and coffee shops or restaurants (57 per cent).

The study gathered data using the Ipsos U.S. Express from Feb. 2 to 4, using a nationally representative sample of 1,000 adults age 18 and older. The results are accurate to within plus or minus 2.95 per cent.

February 26, 2004 at 11:03 AM in Wireless | Permalink | TrackBack (14) | Top of page | Blog Home