Europe’s aviation passengers are very into in-flight WiFi and are willing to pay for the service if available, revealed the 2015 In-Flight Connectivity Survey conducted by Inmarsat, the leading provider of global mobile satellite communications services, and market research company GfK.
The survey carried out among more than 6,000 airline passengers found that the demand for in-flight broadband services is very strong, and is seen across all age groups, and those travelling for either business or leisure.
For airlines offering in-flight connectivity the survey showed that the service is likely to be a strong source of revenue, as well as a differentiator for carriers looking to stand out from the competition.
The survey highlighted these key findings.
• Strong sky-high demand
Usage of personal devices behind strong demand for in-flight broadband. (Image credit: DragonImagesiStock)
80% of those surveyed would use broadband onboard if given the opportunity, driven by their growing reliance on personal device usage on the ground. More than three out of five passengers reported that they need in-flight connectivity.
While business-related demand was high, business travellers confirmed that they connect their devices for leisure purposes as much as, or even more than, leisure travellers. This trend further underlines the extent to which staying connected has become a fundamental aspect of everyday life.
Web browsing and email usage continue to dominate in-flight demand across all age groups. 18-24 year olds were shown to be more likely to opt for games (43%) and video usage (37%); indicating a long-term trend towards more personalised in-flight entertainment delivered over WiFi.
• Differentiator for airlines
The demand for in-flight connectivity was also shown to impact airline choice, and can be a differentiator for carriers that offer the service, making them a more attractive airline for passengers.
Of those surveyed, 69% would choose to fly with an airline that provides on-board connectivity, while 67% would feel more valued by a carrier that makes the service available. This is especially the case with business travellers and other frequent flyers, whose choice of airline is more likely than average to be influenced by in-flight connectivity.
• Additional returns
Apart from more satisfied passengers, investing in in-flight connectivity can also deliver additional returns. Of those respondents who indicated that they would connect their devices in-flight, some 67% would be willing to pay for the service. Within this group, 63% of 45-64 year olds said they would be willing to pay; a figure that rises to 69% among 18-44 year olds.
This result underlines the increasing reliance on connectivity and indicates that this level of demand is set to continue.
• Staying connected is future of flying
Future of flying is staying connected. (Image credit: Nadezhda1906/iStock)
83% of passengers included in the survey cannot envisage a future without onboard connectivity, agreeing that all aircraft will offer in-flight WiFi connectivity within the next five to 10 years.
The relatively short time frame and the significant proportion of passengers who see online access onboard as ‘a given’ reinforces that the industry is at a turning point in the adoption of universal in-flight connectivity.
“In a highly competitive environment, where airlines are vying to stand out from the crowd, onboard connectivity is a powerful differentiator,” said Leo Mondale, president of Inmarsat Aviation. “Connected passengers are happier passengers, who not only feel more valued by their airline, but would go as far as opting for a carrier that provides in-flight WiFi over one which doesn’t.”
He added that with passengers willing to pay for onboard connectivity, and with a speedier return on investment this was an opportunity the airline industry could not afford to miss.
“This unstoppable wave is here to stay, and the overwhelming majority of survey respondents already cannot envisage a future without it. It is imperative that airlines look at how to respond to this demand today and look beyond a short-term answer, to a partner that can meet future demand.”
