by Brianna Crandall — September 19, 2012—Owners and operators of hotels, office buildings, apartment complexes and other buildings who do not see cell phone coverage as a factor in attracting and retaining customers may find the results of a new independent survey to be a wake-up call. Anyone who has tried to decipher an important message while only hearing half the words or who has lost a connection during a deal-making call already understands the frustration, and coverage can become a safety issue when doctors, emergency personnel or even students on their own are involved.
In a recent national study conducted among 847 cell phone-using adults, 63% of respondents said they would never return to, or select, a hotel—for either business or leisure purposes—if they knew it had poor cell phone reception. That compares with 54% just three years ago in a related survey when respondents were asked about rebooking such hotels. Both studies were conducted by a global, independent research firm and commissioned by Repeated Signal Solutions (RSS) of Santa Barbara, California, a nationwide provider of in-building cell and wireless antenna systems.
Other recent study findings:
- A full 58% would never select—or return to—office space for their own business with poor cell phone reception.
- Similarly, 58% would never select—or return to living in—an apartment building with poor cell phone reception.
Key demographic differences:
- For respondents aged 45-54, the percent spiked to 67% vs. 58% of the entire population for office space.
- In the West, the percent jumped to 69% vs. 58% for office space.
- For those aged 18-34, the percent rose to 64% vs. 58% of the entire population for apartment dwellers.
- In the Northeast, the percent increased to 65% vs. 58% for apartment dwellers.
“Today’s consumer has a very low threshold for poor cell coverage and dropped calls, and it has a significant impact on where they choose to live, work and spend leisure time,” said Scott Groff, CEO of Repeated Signal Solutions. “The findings are a major eye opener for hoteliers, developers and landlords, suggesting a more competitive landscape than just three years ago. Strong cell coverage is clearly an expectation, whether communicating from an office, home or business conference—just as smart phones have become virtual must-haves. Conversely, rendering a phone next to useless becomes a deal-breaker in attracting and keeping a customer base.”
“Large companies are now asking cellular telephone carriers to subsidize the installation of local or distributed antenna networks, often called “distributed antenna systems” (DAS), because these employers are under contract to pay for hundreds of employee cell phones monthly,” Groff said.
“Unfortunately for smaller companies or those that want coverage from more than one carrier, it’s not economically viable for carriers to contribute funding, so smaller employers seek cell-friendly office space,” he said. “The survey suggests strongly that buildings equipped with fast, reliable cell coverage are most desirable—and therefore their owners can legitimize market rate rents or fees,” he added.
Groff explained that the numbers skewed higher in the Northeast and Western regions because “cell coverage is particularly poor in downtown larger cities with high building density, making distributed antenna systems (DAS) a greater necessity.” His firm, Repeated Signal Solutions, designs and installs wireless, carrier-approved antennas placed inside buildings at a cost that he says is mitigated by client acquisition and retention revenues.
