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Nielsen AirportINSIGHTS STUDY 2017
AIRPORTS DELIVER
4
KEY FINDINGS & INSIGHTS
Sources: Nielsen Airport Insights Study 2017, Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.
80%NOTICEAirport Advertising
66%READAirport Advertising
47%RECALLwhen making a
PURCHASING DECISION
90%Are likely to
SHOP/DINE/VISIT brick and mortar locations
after learning about them at
the airport
Interested in signing up
for/learning about
E-COMMERCE
SERVICESwhile at the airport
INCREASE SALES
36%
½Are interested in learning about
TRAVEL REWARDS
PROGRAMSwhile at the airport
Are interested in signing up for
TRAVEL REWARDS
CREDIT CARDSwhile at the airport
OFFER TRAVEL PERKS BUSINESS LEADERS
Company decision maker for
CYBER SECURITY
INDEX: 330
Level of purchasing decision
responsibility (yr.)
$100K+
INDEX: 708
Use business apps
72%
⅓
AIRPORT ADVERTISING WORKS
The Airport environment allows consumers a greater opportunity to absorb & respond to advertising!
6
FREQUENT FLYERS ARE HIGHLY RESPONSIVE TO AIRPORT ADVERTISING
NOTICEairport
advertising
READairport
advertising
RECALLwhen making a
purchasing decision
TAKE ACTIONvisited a website, went to a store
or learned more about a
product/brand/service as a result
of airport advertising
$
80% 66% 47% 42%
$!
Sources: Nielsen Airport Insights Study 2017, Frequent Flyers (FF) = 3+ domestic trips in the past year.
$
7
73% 66% 40% 34%
NOTICEdigital
READdigital
RECALLwhen making a
purchasing decision
!
Frequent Flyers respond positively to digital advertising in airports.
Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.
DIGITAL ADVERTISING DEMANDS ATTENTION
75% of people notice
digital billboards on highway.
(Nielsen Digital Billboard Study 2015)
Compare to 55% of people noticing the
message on digital screen on highway.
(Nielsen Digital Billboard Study 2015)
TAKE ACTIONvisited a website, went to a store
or learned more about a
product/brand/service as a result
of airport advertising
DWELL TIME & TRAVELER ACTIVITIES
Extensive dwell time in a captive environment offers advertisers a unique advantage.
LEVERAGE A CAPTIVE AUDIENCE DURING EXTENDED DWELL TIME
up to
15 minutes
73%up to
30 minutes
91%15+ minutes
54%15+ minutes
86%1+ hours
72%15+ minutes
66%
74% OF FREQUENT FLYERS ARRIVE AT THE AIRPORT 61+ MINTUES BEFORE BOARDING.
9
Pre-Security SecurityConcourse
Activity Gate Layover Bag Claim
Sources: Nielsen Airport Insights Study 2017Frequent Flyers (FF) = 3+ domestic trips in the past year.
DRIVE SALES & ENTICE PASSENGERS WITH HANDS-ON ENGAGEMENT
13
Likelihood of PARTICIPATING in the following at the airport:
86% 85%
55%
46%
84% 84%
59%
44%
80%77%
55%
39%
Charge device at charging
station
Taste free food / beverage
samples
Try out new technology Engage with a new product or
service
Air Travelers Frequent Flyer Business Frequent Flyer
Sources: Nielsen Airport Insights Study 2017Air Traveler (AT) = 1+ domestic trips in the past year. Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.
CONNECT CONSUMERS WITH EXCITING LIFESTYLE TRENDS
14
Chicago O’Hare International Airport (ORD) Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.
43%
34%
33%
29%
Streaming services
Health/wellness
poducts/services
Accessories / high end
apparel
Alcohol
- LIFESTYLE CATEGORY-
Interest in LEARNING more about products /
services while at the airport:
San Jose International Airport (SJC),Peloton
CONSUMER ACTIVITIES
Social media, retail shopping and e-commerce services.
17
AIRPORTS ARE A LAUNCHPAD FOR SOCIAL MEDIA CHATTER
SOCIAL MEDIA BEHAVIORat the airport:
Use social media
70% Post on social media
for personal
64%Respond to a social media call to action
29%Sources: Nielsen Airport Insights Study 2017
Frequent Flyers (FF) = 3+ domestic trips in the past year.
AIRPORT CAMPAIGNS INCREASE FOOT TRAFFIC INTO STORES
84%
50%
41%
Restaurant/Dining
Clothing/Accessories/Jewelry
Consumer Electronics
18
Chicago O’Hare International Airport (ORD)
Likelihood of visiting a store after learning
about it at the airport:
Frequent Flyers respond to airport ads!
Bought a product they saw
advertised at the airport.
Drive in-store sales!
19%
Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.
Chicago O’Hare International Airport (ORD), GAP
INCREASE ONLINE ACTIVITY WHILE TRAVELERS WAIT FOR THEIR FLIGHT
19
% of Frequent
Flyers
Mobile Activity
at the Airport
77% Search the Internet
41% Location-based website
34% Travel reservation
32% Online shopping
13% Offering from a deal site
of Frequent Flyers spend time on
their mobile devices while waiting
for their flight!
87%
36% Visited a website to find out
more about products/services
seen in an ad at the airport.
Increase Site Visits:
Philadelphia International Airport (PHL), UpsideSources: Nielsen Airport Insights Study 2017
Frequent Flyers (FF) = 3+ domestic trips in the past year.
66%
20
DRIVE E-COMMERCE SIGN UPS AT THE AIRPORT
77%
Search the internet
during dwell time:
36%
Interested in signing up
for/learning about e-
commerce services while at
the airport:
57%
Used e-commerce services
in the past:
E-commerce services simplify and enhance Frequent Flyers’ lives!
Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.
More Products and Services Bought
Social Media Engagement
Increased Website/Foot Traffic
Interest
Conversation
Sales
42%VISITED a website, went to a store or
learned more about a
product/brand/service as a result of
airport advertising
29%RESPONDED to a social media
call to action
19%BOUGHT an advertised product or service
AIRPORT ADVERTISING INCREASES CONVERSIONS & DRIVES SALES
21
Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.
TRAVEL & TOURISM INDUSTRY
Remain top of mind in a competitive travel industry.
38%34%
24%
48%
33%37%40%
23% 26%
Travel rewards program Online travel booking Sign up for travel rewards credit
card
Air Travelers
Frequent Flyer
Business Frequent Flyer
TRAVELERS DESIRE TO SIGN UP FOR REWARDS & ONLINE BOOKING
24
- TRAVEL CATEGORY -
Interest in LEARNING/SIGNING UP FOR products / services while at the airport:
Sources: Nielsen Airport Insights Study 2017 Air Traveler (AT) = 1+ domestic trips in the past year. Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.
Seattle Tacoma International (SEA), AMEX Global Credit Card
DRIVE TOURISTS TO YOUR BUSINESS
25
Likelihood of visiting, after learning about from airport advertising:
86%
76%
38%
84%
70%
39%
78%
57%
26%
Restaurants / dining Tourist attractions Casinos
Air Travelers Frequent Flyer Business Frequent Flyer
Sources: Nielsen Airport Insights Study 2017 Air Traveler (AT) = 1+ domestic trips in the past year. Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.
BUSINESS TRAVELERS
Target C-level decision makers and industry leaders.
29
DRIVE DOWNLOADS OF BUSINESS APPS & SERVICES
Sources: Nielsen Airport Insights Study 2017 Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year. Index compares BFF to the average adult.
262
232 229
202
166
144
Note taking
(Evernote,
OneNote,
Google Keep,
etc.)
Other Jobs sites
(LinkedIn,
Indeed,
Glassdoor etc)
Mobile security
app (360
Mobile, Vast
Mobile etc)
Document
management
(Google Docs,
Zoho Office etc)
File sharing
(Dropbox,
iCloud, Google
Drive etc)
Business Frequent Flyers used the following business apps / services:
Regan National Airport (DCA), Slack
Contact Info: