Original title: On-board Wi-Fi has become a key factor affecting airline passenger loyalty
Inmarsat Chairman Philip Balaam said, “Wi-Fi is essential in daily life on the ground, and passengers hope to continue this lifestyle during the flight. For today's passengers, network access is becoming the decision to fly. One of the key factors."
More than three-quarters of respondents (78%) believe that Wi-Fi is a necessity for everyday life, and more than 55% of passengers express the importance of providing on-board Wi-Fi.
More than half of passengers (53%) are eager to access Wi-Fi and are willing to exchange drinks for network use.
81% of respondents said that if conditions permit, Wi-Fi will be used on the next flight, with 91% of the 18- to 30-year-old passengers and 90% of business travelers and children. %
74% of business travelers believe that providing on-board Wi-Fi is very important, 87 passengers said that on-board Wi-Fi will make their work in the cabin more efficient.
Currently, only one-quarter of passenger aircraft provide Wi-Fi services to passengers, and less than half (45%) of the respondents who have used on-board Wi-Fi in the past year have chosen to access Wi-Fi. Passengers used accounted for 65%.
In terms of customer loyalty, the quality of the network is especially important. 54% of visitors said that instead of using a poor signal network, the slow network is better than Wi-Fi.
The first batch of Wi-Fi signals provided by the in-flight Wi-Fi system was poor, and the user experience was not good enough, so it failed to seize the opportunity. Some airlines are relatively cautious, and have not been involved in on-board Wi-Fi services in order to provide a better connection experience.
American airlines may be early adopters of in-flight Wi-Fi services, and so far, passenger feedback on Wi-Fi usage is still quite different. Only 42% of North Americans are willing to book flights with the same airline once they use on-board Wi-Fi. The airline is in urgent need of providing quality services to optimize the passenger experience.
Access to high-quality Wi-Fi is beneficial to Airways. Studies have shown that 70% of passengers are recommended to others after using premium Wi-Fi, and the passengers may also recommend the airlines that offer the service to others.
In addition, the Inmarsat survey found that more than two-thirds (67%) of passengers are willing to make another reservation if the aircraft is equipped with a high-quality Wi-Fi network. The proportion of passengers carrying children (allowing children to use Wi-Fi entertainment) is 81%, and the proportion of business travelers is 83%.
There are some regional differences in the sales strategy for Wi-Fi connections. For Airline, it is most effective to use Wi-Fi connections when customers use online check-in. The exception is North America, where the best sales strategy in the region is to sell on-board Wi-Fi when passengers book flights. The on-board Wi-Fi market in North America has matured, and the survey results show that once Wi-Fi becomes a standard flight, passengers are more willing to pay for it.
The regions with the highest demand for quality Wi-Fi are India/Middle East/Africa (79%), Asia Pacific (78%), and Latin America (75%). European travellers and North American travellers accounted for 50% and 49% respectively.
In addition, 9% of passengers in the Asia Pacific region want to use smart wallets to pay for Wi-Fi, which is 8% in India, the Middle East and Africa. Credit cards are still the most widely distributed payment method in all regions, with 65% of passengers in North America ranking first.
Last year, Inmarsat released an independent study by the LSE (London School of Economics), which included ancillary revenue from airline cabin investment in cabin equipment. The London Stock Exchange had estimated that the average per-passenger revenue of on-board Wi-Fi would increase by 2005%, from $0.23 in 2018 to $4 in 2035. It predicts that the revenue contribution of on-board Wi-Fi to Airways will reach $30 billion by 2035.
Alexander Grous, who is also the author of LSE Media Academy and author of Sky High Economics, said, "If the airline can provide a stable broadband connection, it will help creative advertising, content and e-commerce business to be promoted globally." (This article by Elena Compiled from Tnooz)