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Inflight Advertising has a Definite Impact on the Purchasing of the Chinese Traveller |
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Written by JMG-Research
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18 Jun 2013 |
A sample of 4,516 travellers from Beijing and Shanghai took part in a survey which was conducted in collaboration with the JGM-Research firm in Paris to measure the impact of inflight advertising (press, TV and digital) on the Chinese traveller.
A sample of 4,516 travellers from Beijing and Shanghai took part in a survey which was conducted in collaboration with the JGM-Research firm in Paris to measure the impact of inflight advertising (press, TV and digital) on the Chinese traveller.
The study 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 their friends.
This survey demonstrates the impact of "Inflight" ads. Indeed, the particular attention paid by the traveller 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 travellers 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, jewellery, watches and fashion.
It was also noted that 72% of Chinese travellers 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 travelled in 2012 and it is expected an increase of 25% in 2015, 100 million.
The Chinese traveller 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 behaviour 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 (
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
).
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Last Updated ( 03 Sep 2013 )
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