Wi-Fi Analytics Market Size, Share, & Trends Analysis Report By Component (Software, Services), By Type, By Deployment (On-premise, Cloud), By End-use (Retail, Smart Cities & Communities), By Region, And Segment Forecasts, 2024 - 2030

Wi-Fi Analytics Market Size & Trends

The global Wi-Fi analytics market size was valued at USD 6.65 billion in 2023 and is expected to grow at a compound annual growth rate (CAGR) of 23.9% from 2024 to 2030. Increasing implementation of wireless fidelity (Wi-Fi) analytics software in retail, restaurants/hospitality, travel & transportation, and many other sectors to improve physical layouts, business operations, marketing, and advertising initiatives is a major driver behind the growth of the market. Wi-Fi analytics technology allows end users to gather and analyze data on visitor and customer behavior and preferences, and use it to enhance their spaces, service offerings, and staff management. In addition, factors such as increasing consumer demand for Internet services in places such as shopping centers, retail stores, university campuses, and airports, among many others are further making Wi-Fi analytics more demandable in the global market.

Increasing number of mobile phone and social media users across the globe is further boosting the growth of the market. Wi-Fi analytics functions by finding any smart or connected device, such as a tablet, mobile phone, or laptop if they have enabled Wi-Fi. It captures data such as customer profiles, traffic, user behavior, location data, and digital marketing data from the device. Thus, by offering Wi-Fi services to customers, several businesses are identifying trends and patterns in customer behavior. This, in turn, propels the growth of the market.

According to the Wi-Fi Alliance’s Global Economic Value of Wi-Fi 2021 – 2025 report, there are more than 500 global public access points. In addition, in 2021, the U.S. remains one of the countries with extensive Wi-Fi use and adoption. As per Cisco System Inc. estimates there were approximately 33.5 million paid Wi-Fi access points and around 18.6 million free public Wi-Fi sites across the U.S. Thus, the increasing deployment of public Wi-Fi hotspots in coffee shops, airports, malls, and hotels across the globe is further fueling the growth of the market.

The growing interest for Wi-Fi analytics software and services in smart cities and communities applications is anticipated to boost the growth of the market. It helps smart cities & communities make revenues to aid balance network costs, monitor traffic trends, and message guests in real-time. It delivers key data points to help smart cities understand what stores visitors prefer to visit and how visitor density and traffic patterns fluctuate over time. Thus, the increasing benefits of Wi-Fi analytics in smart cities and communications applications are propelling the market’s growth.

Despite the various applications, benefits, and promising prospects related to Wi-Fi analytics, it has specific challenges and limitations that could hamper the growth of the market. Data security and privacy are the most crucial concerns of Wi-Fi analytics. It provides detailed data about consumer behavior and movement. Many consumers have raised concerns that Wi-Fi analytics tools are gathering personal information without their consent. Thus, there are challenges associated with data privacy and security that could affect Wi-Fi analytics in the business. However, the required updates in government regulations to enable the adoption of digital transformation and Wi-Fi analytics are expected to improve the market’s growth.

Component Insights

The software segment led the market and accounted for more than 66.0% share of the global revenue in 2023. The Wi-Fi analytics software is a customer premise equipment (CPE) integrated, cost-effective platform that offers improved visibility into an end user’s Wi-Fi network. It allows businesses to integrate gathered data with existing datasets, giving them a seamless, holistic view of their entire operation. In addition, it reduces the operational cost and provides an improved support experience for the end user. Thus, the increasing adoption of location, marketing, and advertising Wi-Fi analytics software by several businesses is boosting the segment’s growth.

The services segment is anticipated to grow at the highest CAGR during the forecast period. The services segment is further bifurcated into managed and professional services. Wi-Fi analytics-as-a-service offers various features and benefits such as a captive login portal with questionnaires, enhanced digital marketing capabilities, integrated social media capabilities, customized dashboards, and intelligent business analytics. It also helps businesses create recommendations based on customers’ purchase history, which offers a personalized experience and enhances customer service. Such benefits are expected to contribute to the growth of the service segment.

Type Insights

The Wi-Fi presence analytics segment dominated the market and accounted for more than 67.0% share of the global revenue in 2023. Wi-Fi presence analytics provide businesses with customers' location data from their physical location, such as heatmaps, footfall, and crowd size. It also provides behavioral data including returning and new visitor patterns, traffic patterns, and dwell times. Wi-Fi analytics solutions are widely used in education and gaming, shopping centers & malls, theme parks, & stadiums. For instance, in theme parks, & stadiums, gaming, Wi-Fi analytics provides a full understanding of how visitors navigate through the property to optimize vendor placement, avoid walkway congestion, and keep security close to high-traffic areas.

The Wi-Fi marketing analytics segment is expected to grow at a significant CAGR over the forecast period. Wi-Fi marketing analytics provides customers with demographic data such as customer name, birthday, age, gender, and hometown. It also provides digital marketing data such as social profiles and email addresses. The growing adoption of Wi-Fi marketing analytics solutions in restaurants, bars & cafes, retail stores, hotels, and the hospitality sector is attributed to the segment growth. For instance, in retail stores, Wi-Fi marketing analytics increases marketing visibility for promotions, specials, and loyalty programs.

Deployment Insights

The cloud segment dominated the Wi-Fi analytics market and accounted for more than 71.0% share of the global revenue in 2023 and is expected to grow at the highest CAGR during the forecast period. Cloud-based solutions can extend Wi-Fi services to a large customer base with enhanced flexibility and efficiency. Increasing adoption of cloud-based Wi-Fi services by various businesses owing to its benefits such as rapid data processing and transfer, reduced costs, and IT management is attributed to the growth of the segment. Furthermore, cloud services offer real-time assistance for customer satisfaction. Also, it offers safe, user-friendly, and secure services, which is ultimately driving the growth of the segment.

The on-premise segment is expected to grow at a significant CAGR over the forecast period. The on-premise deployment of Wi-Fi analytics allows users to use existing infrastructure and control their network in a cost-effective approach. With on-premise deployment, businesses gain full ownership of the analytics performed. In addition, it offers high-security assurance, ensuring their use in data-sensitive businesses, which is ultimately improving the segment’s growth.

End-use Insights

The restaurants/hospitality segment accounted for over 24.0% share of the market in 2023. Increasing adoption of Wi-Fi analytics solutions in the restaurants/hospitality sector to increase sales, generate more guests, gain insights into guest preferences and behavior, measure return on investment (ROI), and create detailed customer profiles is a major factor behind the segment’s growth. In addition, resorts and hotels are using Wi-Fi analytics data to gain insights into guest preferences, such as their preferred dining choices, amenities, and recreational activities. Furthermore, Wi-Fi analytics helps hotels and restaurants optimize their operations by identifying peak usage times, allowing them to provide resources efficiently and improve guest satisfaction. Thus, owing to the abovementioned benefits, the demand for Wi-Fi analytics is increasing in the restaurants/hospitality sector.

The retail segment is expected to grow at the highest CAGR over the forecast period. Various retailers across the globe are providing free Wi-Fi services to their customers. The deployment of Wi-Fi analytics solutions in the retail industry is increasing for analyzing customer engagement and customer behavior data. By analyzing data, retailers gain valuable insights into customer footfall, movement patterns, and dwell time within their stores. Thus, the increasing adoption of Wi-Fi analytics in retail stores to improve product placements, optimize store layouts, and improve the overall shopping experience is propelling the growth of the segment.

Regional Insights

The Asia Pacific region dominated the market and accounted for more than a 39.0% share of the global revenue in 2023. The rapid economic growth of the retail and hospitality industry in the region is a major factor driving the growth of the market. In addition, the rising number of internet and smartphone users in high populace countries such as India and China are further driving more demand for Wi-Fi analytics solutions in the market. Furthermore, increasing expenditure on advanced technologies and demand for cost-effective analytics solutions by businesses is boosting the market’s growth.

The North American region is expected to grow at a significant CAGR over the forecast period. Wi-Fi analytics technology has emerged as a significant tool in transforming the technology sector in North America. Its ability to offer businesses valuable insights into customer behavior, drive innovation, and enhance operational efficiency is revolutionizing various industries across the region. With the growing reliance on wireless connectivity, organizations or businesses are increasingly adopting Wi-Fi analytics solutions, which ultimately drive the market’s growth in the region.

Key Companies & Market Share Insights

The market players are continuously launching new solutions and striking partnerships, collaborations, and agreements to gain competitive advantage in the market. For instance, in January 2023, Purple and Altitude Trampoline Park, a world-premiere trampoline facility, partnered with the aim of increasing the collection of customer relationship management (CRM) records, collecting venue-level feedback, and increasing spend at concessions. Under this partnership, Altitude Trampoline Park has selected to deploy Purple’s Guest Wi-Fi solution across their corporate locations in the U.S. Purple’s cloud software provides Altitude Trampoline Park with the ability to create an end-to-end personalized experience and provide efficient communication with customers.

In addition, in September 2022, GoZone WiFi, LLC announced that the company is working with event complexes and convention centers across the U.S. to aid drive revenue and connect with IoT devices and guests directly using GoZone WiFi, LLC’s Smart WiFi Suite of guest analytics solutions. The advanced suite of solutions provides these venues the potential to automate and self-manage the onboarding of any kind of user including guests, exhibitors, contractors, fans, and all their IoT devices. GoZone WiFi, LLC is working with a massive portfolio of event complexes and convention centers across the U.S. and through several IT-managed service providers to offer its advanced suite technology and services to these venues and minimize costs.

Wi-Fi Analytics Market Report Scope

Global Wi-Fi Analytics Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global Wi-Fi analytics market report based on component, type, deployment, end-use, and region:

• Component Outlook (Revenue, USD Million, 2017 - 2030)

  • Software

  • Services

    • Managed Services

    • Professional Services

• Type Outlook (Revenue, USD Million, 2017 - 2030)

  • Wi-Fi Presence Analytics

  • Wi-Fi Marketing Analytics

  • Wi-Fi Advertising Analytics

• Deployment Outlook (Revenue, USD Million, 2017 - 2030)

  • On-premise

  • Cloud

• End-use Outlook (Revenue, USD Million, 2017 - 2030)

  • Retail

  • Restaurants/Hospitality

  • Travel & Transportation

  • Smart Cities & Communities

  • Education

  • Others (Festivals & Events, Sports & Entertainments)

• Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • U.K.

    • Germany

    • France

  • Asia Pacific

    • China

    • India

    • Japan

    • Australia

    • South Korea

  • Latin America

    • Brazil

    • Mexico

  • MEA

    • Kingdom of Saudi Arabia

    • UAE

    • South Africa