Inflight Media News
IMM is the No1 inflight media and provides you with the latest news of the media inflight industry.
You can also find us and join our accounts on Twitter, Facebook et Linkedin
Inflight advertising impact on Chinese traveler
June 11, 2013
JMG-Research has conducted a survey in collaboration with IMM International to measure the impact of Inflight advertising (print, 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 advertising 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-Research.com).
For further details about the chinese traveler, don’t hesitate to contact Stéphane DONAT, Marketing Director of IMM International.
Start your inflight campaign - contact your inflight expert.