Consumers willing to pay more for Wi-Fi CERTIFIEDTM products; link brand with interoperability and security
AUSTIN, Texas - Sept. 9, 2008 - Consumer affinity for and trust of Wi-Fi technology continues to demonstrate healthy growth worldwide. A study released today by the Wi-Fi Alliance found that an increased number of consumers in the United States, the United Kingdom, and Japan view the Wi-Fi CERTIFIED brand as a mark of interoperability and security, and are willing to pay more for devices that have it.
The study, conducted by Millward Brown in August 2008, surveyed more than 900 broadband Internet users in the U.S., China, Japan and U.K.
Respondents were from a nationally balanced and demographically representative sample of adult consumers with awareness of wireless technology.
"Now more than ever, consumers recognize the importance of the Wi-Fi CERTIFIED brand - a seal of approval that inspires confidence in the devices that they purchase," said Edgar Figueroa, executive director for the Wi-Fi Alliance. "Wi-Fi is a technology that people know, love and trust, and we are delighted to see its brand awareness continue to grow worldwide."
Consumers in the U.S. and U.K. reported the most widespread brand awareness, with about 75 percent of respondents in each country indicating recognition of the Wi-Fi CERTIFIED logo. Sixty-one percent of total respondents associated the Wi-Fi CERTIFIED designation with interoperability, while 60 percent associated it with the latest security protections.
The Wi-Fi CERTIFIED program continues to enjoy extraordinary acceptance as Wi-Fi technology continues to evolve beyond data to support multimedia and voice connectivity. The report indicates that consumers are likely to seek other Wi-Fi CERTIFIED electronic devices including printers and digital cameras when they shop for those products.
Additional results from the brand awareness survey:
- Seventy percent of Japanese respondents who are aware of Wi-Fi
CERTIFIED said they are willing to pay more for a product that carries the logo
- Seventy-eight percent of U.K. respondents said they are
willing to pay extra for Wi-Fi CERTIFIED products
- In China, 71 percent of respondents who said they are aware of
Wi-Fi CERTIFIED understand that this seal of approval means products
have been tested for security
- Forty-one percent of U.S. respondents said they would be
likely to switch mobile phone carriers to one which supports
cellular/Wi-Fi handsets
"The success of the Wi-Fi CERTIFIED program gives consumers confidence when they purchase Wi-Fi products and has been instrumental to the worldwide success of Wi-Fi technology," said Kurt Scherf, vice president and principal analyst with Parks Associates. "The Wi-Fi Alliance has done an excellent job of paving that path in the networking space."
Developed in March 2000, the highly successful certification program was established to help ensure a positive consumer experience with Wi-Fi products. To date, more than 4,800 products have been Wi-Fi CERTIFIED.
Next-generation Wi-Fi products based upon 802.11n draft 2.0 continue to experience very strong sales growth and global acceptance, with more than 395 products receiving the seal of approval since the program's launch 14 months ago.
About the Wi-Fi Alliance
The Wi-Fi Alliance is a global, non-profit industry association of more than 300 member companies devoted to promoting the growth of wireless Local Area Networks (WLANs). With the aim of enhancing the user experience for wireless portable, mobile, and home entertainment devices, the Wi-Fi Alliance's testing and certification programs help ensure the interoperability of WLAN products based on the IEEE 802.11 specification. Since the introduction of the Wi-Fi Alliance's certification program in March 2000, more than 4,800 products have been designated as Wi-Fi CERTIFIEDTM, encouraging the expanded use of Wi-Fi products and services across the consumer and enterprise markets.
Media contact: Edelman for Wi-Fi Alliance: Karl Stetson, karl.stetson@edelman.com [1] <mailto:karl.stetson@edelman.com [2]> , +1 206-268-2215.
About Millward Brown
Millward Brown (www.millwardbrown.com [3]), one of the world's leading research agencies, is expert in advertising effectiveness, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research solutions - both qualitative and quantitative - Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries.
Additional global practices include Millward Brown's Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index [TGI] the world's leading media and market profiling tool). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.