Stefan Mileschin

Seamless connection to Wi-Fi on the go is the overwhelming preference of smartphone and tablet users, according to a new survey released today by the Wi-Fi Alliance. Ninety percent of those polled said they would likely stick with their current service provider if it offered the ability to connect automatically in Wi-Fi hotspots, and 72 percent said they would pay more for it. Seventy percent said they would switch providers if necessary to access this type of offering.

Conducted by Wakefield Research on behalf of the Wi-Fi Alliance, the poll results indicate that easy-to-use Wi-Fi can drive loyalty and impact service providers' bottom line. It comes at a time when providers worldwide rely on Wi-Fi to ease exploding data demand on their networks, and consumers gravitate to it to stay connected. A new certification program from the Wi-Fi Alliance, Wi-Fi CERTIFIED Passpoint, is poised to transform Wi-Fi into a true extension of service provider networks.

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