– Thoughts on Strategy and Management

Inflight advertising and its impact on the purchasing of the Chinese traveler

The impact of marketing on potential buyers represents a frequent research objective. In my news box I found these interesting figures and statements today.

A survey was conducted in collaboration with the JMG-Research firm in Paris to measure the impact of inflight advertising (press, TV and digital) on the Chinese traveler. A sample of 4,516 travelers from Beijing and Shanghai, revealed that 39% have purchased the product after seeing it inflight, 64.8% visit a duty free store to actually see the product, 47.5% purchased the product in a different location other than the duty free zone, 54.8% searched for information after seeing the product in ads and 63.7% told relatives or friends.

This survey demonstrates the impact of “Inflight” ads. Indeed, the particular attention paid by the traveler to a brand message is due to an environment where the target has a very high level of responsiveness compared to traditional media consultation and provides a high level of memorization among consumers. For the record, it was also noted that 30% of travelers kept the magazine on arrival.

Also very interesting observation on digital, 81% of the target states they watch TV on board, 69.9% said they follow the flight map on screen and 57% recall commercials aired during the journey. The most desired products are wines and spirits, perfumes, jewelry, watches and fashion.

It was also noted that 72% of Chinese travelers will consume luxury items and they reserve 80% of their budget for this type of expenditure according to TNS 2012. Finally, according to IATA, 80 million Chinese traveled in 2012 and it is expected an increase of 25% in 2015, 100 million.

The Chinese traveler is a target that should not be overlooked and a strong buying power that can be maximized through “Inflight” advertising.

Source: JMG-Research. The study “Chinese PAX Focus” includes a quantitative aspect of the behavior of Chinese Passenger Travel Retail, in both airport and on board the aircraft, and a qualitative component expectations and consumption patterns in Travel Retail. For more information, contact Jerome Goldberg (Jerome.Goldberg@JMG-Researh.com).

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