{"id":32986,"date":"2026-03-27T23:10:34","date_gmt":"2026-03-28T05:10:34","guid":{"rendered":"https:\/\/reseller.lat\/?p=32986"},"modified":"2026-03-27T23:12:35","modified_gmt":"2026-03-28T05:12:35","slug":"wifi-en-centros-comerciales-nueva-fuente-de-datos-estrategicos","status":"publish","type":"post","link":"https:\/\/reseller.lat\/?p=32986","title":{"rendered":"WiFi en centros comerciales, nueva fuente de datos para entender al consumidor"},"content":{"rendered":"\n

A pesar de la creciente demanda digital<\/strong>, la calidad del WiFi en centros comerciales de Am\u00e9rica Latina es un desaf\u00edo estructural<\/strong>.<\/p>\n\n\n\n

En la regi\u00f3n m\u00e1s del 85 %<\/strong> de los visitantes utiliza un smartphone<\/strong> activamente antes, durante y despu\u00e9s de su visita<\/strong>. Busca informaci\u00f3n, compara opciones<\/strong>, consulta rese\u00f1as y toma decisiones<\/strong> de compra apoyadas en canales digitales.<\/p>\n\n\n\n

Esto de acuerdo con el estudio<\/a><\/strong> \u2018La importancia del WiFi en centros comerciales de Am\u00e9rica Latina y su impacto en la experiencia del visitante\u2019 de Datawifi<\/strong>.<\/p>\n\n\n\n

En la regi\u00f3n, menos del 65 %<\/strong> de los centros comerciales ofrece WiFi gratuito.<\/strong> Y en muchos casos la experiencia<\/strong> se ve afectada por problemas de velocidad<\/strong>, estabilidad o cobertura<\/strong>, revela el reporte.<\/p>\n\n\n\n

\n

\u201cLa saturaci\u00f3n de las redes m\u00f3viles en espacios cerrados y de alta densidad refuerza la necesidad de contar con infraestructura WiFi dise\u00f1ada para entornos de alto tr\u00e1fico. Esto permite elevar la satisfacci\u00f3n del visitante al integrar su experiencia digital con el entorno f\u00edsico, personalizando su interacci\u00f3n en tiempo real y fortaleciendo su fidelizaci\u00f3n\u201d, subraya Alejandro Duarte Camacho, Chief Sales Officer de Datawifi.<\/p>\n<\/blockquote>\n\n\n\n

En Am\u00e9rica Latina, m\u00e1s del 70 %<\/strong> de los visitantes consulta su dispositivo m\u00f3vil<\/strong> dentro del recinto. Ya sea para ubicar tiendas<\/strong>, buscar promociones, interactuar<\/strong> con marcas o compartir<\/strong> contenido en tiempo real.<\/p>\n\n\n\n

Lo que redefine el valor<\/strong> del centro comercial, que ya no s\u00f3lo depende del punto de venta<\/strong>, sino de su capacidad para integrarse al journey digital<\/strong> del visitante, indica el reporte. <\/p>\n\n\n\n

\n

\u201cA partir del an\u00e1lisis de logs (registros) de uso del portal cautivo y de la operaci\u00f3n en los centros comerciales l\u00edderes de la regi\u00f3n que usan nuestra tecnolog\u00eda, observamos que entre 55% y 65% de los usuarios se conectan al WiFi durante su visita, utiliz\u00e1ndolo de manera recurrente y a lo largo de todo el recorrido\u201d, detall\u00f3 el CSO.<\/p>\n<\/blockquote>\n\n\n\n

WiFi en centros comerciales, una mina de oro en datos y perfiles<\/strong><\/h2>\n\n\n\n

Cabe mencionar que el\u00a0portal cautivo<\/strong>\u00a0es la capa de autenticaci\u00f3n y\u00a0control inteligente<\/strong>\u00a0que gestiona el\u00a0acceso a una red\u00a0WiFi<\/a><\/strong>.<\/p>\n\n\n\n

Validando usuarios y habilitando<\/strong> la interacci\u00f3n, el cumplimiento de pol\u00edticas y la integraci\u00f3n<\/strong> con sistemas empresariales. Lo que permite que los datos de conexi\u00f3n<\/strong> se transformen en inteligencia<\/strong> de negocio.<\/p>\n\n\n\n

Asimismo, el estudio refiere que el tiempo de permanencia<\/strong> es uno de los principales motores de valor<\/strong> de un centro comercial.<\/p>\n\n\n\n

No obstante, en Am\u00e9rica Latina el tiempo promedio de visita<\/strong> se sit\u00faa entre los 90 y 120<\/strong> minutos. Con variaciones asociadas al formato del activo<\/strong>, el mix comercial y la experiencia<\/strong> ofrecida al visitante. <\/p>\n\n\n\n

\n

\u201cExiste una relaci\u00f3n directa y comprobada entre un mayor tiempo de permanencia y una mayor probabilidad de consumo, interacci\u00f3n con las marcas y recurrencia de visita. En este contexto, el acceso a WiFi deja de ser un servicio complementario para convertirse en un habilitador estrat\u00e9gico de la experiencia del visitante\u201d, remarc\u00f3 Camacho.<\/p>\n<\/blockquote>\n\n\n\n

El reporte expone que m\u00e1s all\u00e1<\/strong> de ofrecer conectividad<\/strong>, el WiFi en centros comerciales se ha consolidado como una fuente estrat\u00e9gica<\/strong> de informaci\u00f3n para su gesti\u00f3n.<\/p>\n\n\n\n

Cada conexi\u00f3n genera datos<\/strong> sobre afluencia, recorridos, tiempos de permanencia<\/strong>, recurrencia y patrones de comportamiento<\/strong>. Lo que permite comprender<\/strong> con mayor precisi\u00f3n c\u00f3mo los visitantes interact\u00faan<\/strong> con el espacio.<\/p>\n\n\n\n

\n

\u201cDesde la experiencia de Datawifi en Am\u00e9rica Latina, se observa una evoluci\u00f3n progresiva en el uso de la anal\u00edtica WiFi en centros comerciales que puede agruparse en tres niveles de madurez: fase inicial (registro b\u00e1sico de visitantes); fase intermedia (an\u00e1lisis de h\u00e1bitos, preferencias y experiencia del visitante) y fase avanzada (medici\u00f3n de percepci\u00f3n, campa\u00f1as, eventos y monetizaci\u00f3n)\u201d, explic\u00f3 Alejandro R\u00edos, Chief Technology Officer de Datawifi.<\/p>\n<\/blockquote>\n\n\n\n

Sin importar en qu\u00e9 fase de anal\u00edtica<\/strong> est\u00e9 el centro comercial, el entendimiento de las personas dentro del espacio f\u00edsico<\/strong> es vital. Permite saber qui\u00e9n visita<\/strong> el centro comercial, c\u00f3mo se desplaza, cu\u00e1nto tiempo<\/strong>permanece en determinadas zonas y qu\u00e9 \u00e1reas concentran mayor actividad<\/strong>.<\/p>\n\n\n\n

\n

\u201cComo parte de esa evoluci\u00f3n, Datawifi ha empezado a incorporar soluciones de anal\u00edtica de flujos como FlowMetrics, tecnolog\u00eda de presencia, localizaci\u00f3n y flujos que aprovecha la conexi\u00f3n WiFi para analizar el tr\u00e1fico de personas dentro de los espacios comerciales de forma an\u00f3nima\u201d, agreg\u00f3 el CTO.<\/p>\n<\/blockquote>\n","protected":false},"excerpt":{"rendered":"

A pesar de la creciente demanda digital, la calidad del WiFi en centros comerciales de Am\u00e9rica Latina es un desaf\u00edo estructural. En la regi\u00f3n m\u00e1s del 85 % de los visitantes utiliza un smartphone activamente antes, durante y despu\u00e9s de su visita. Busca informaci\u00f3n, compara opciones, consulta rese\u00f1as y toma decisiones de compra apoyadas en canales digitales. Esto de acuerdo con el estudio \u2018La importancia del WiFi […]<\/p>\n","protected":false},"author":3,"featured_media":32989,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[102,61],"tags":[3728,3729,88,3620,3730,3733,163,2513,290,3732,3731,990,1009,157,3727],"class_list":["post-32986","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-esnoticia","category-todas-las-noticias","tag-alejandro-duarte","tag-alejandro-rios","tag-america-latina","tag-analitica-de-datos","tag-centros-comerciales","tag-comportamiento-del-consumidor","tag-conectividad","tag-datawifi","tag-experiencia-del-cliente","tag-flowmetrics","tag-infraestructura-wifi","tag-retail","tag-smartphones","tag-transformacion-digital","tag-wifi-en-centros-comerciales"],"yoast_head":"\nWiFi en centros comerciales, nueva fuente de datos estrat\u00e9gicos<\/title>\n<meta name=\"description\" content=\"A 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