Gogoair-2018全球旅行者研究（英文版）-2018-30页-29mb

报告摘要

2018 Global Traveler Research Study Summary

Core Content

The 2018 Gogo Global Traveler Research Study provides insights into the expectations, preferences, and behaviors of global air travelers, particularly in relation to inflight internet. The study surveyed over 9,000 travelers in 18 countries, offering a comprehensive view of how connectivity is shaping the passenger experience.

Main Findings

Inflight Internet Importance

30% of global travelers consider inflight internet availability when booking a flight.
Inflight internet is now ranked 7th in booking considerations, up two positions from last year.
55% of travelers consider inflight internet necessary on all flights, but only 33% have used it in the past 12 months, indicating a gap between expectation and usage.

Top 10 Considerations When Booking a Flight

Price – 78%
Convenient schedule – 69%
Comfortable seats – 58%
Low or no fees – 49%
Inflight meals – 37%
Preferred airline – 33%
Inflight Wi-Fi – 30%
Frequent Flyer miles earned – 27%
Movies or TV shows on seatback – 24%
Preferred seat class – 23%

Travelers Want to Stay Connected

Inflight internet helps travelers stay in touch with family, friends, and work.
77% of travelers feel less anxious because they can stay connected to loved ones.
65% feel less anxious because they can stay connected to work.

Travelers Want to Go Beyond Browsing

9 in 10 passengers expect to use inflight internet for tasks beyond simple browsing, such as reading emails, social media, and streaming.
74% consider messaging via apps as necessary on some flights.
96% of inflight internet users perform other tasks while connected.

Device Preferences and Usage

Device Usage Trends

Smartphones are the most commonly used device in flight, with 62% of travelers using them.
Average number of devices per passenger is 2.8.
Personal devices (smartphones, laptops, tablets) are preferred by Gen Z and Millennials, while seatback screens are preferred by Europeans, Australians, and older travelers.

Reasons for Preference

Personal Devices

More private – 65%
Can access preferred shows – 52%
Can use preferred language – 43%
Fewer technical issues – 35%

Seatback Screens

Don’t have to charge my device – 59%
Don’t have to remember to download movies or TV – 50%
Don’t have to download an airline app – 47%
Able to use my personal device at the same time – 41%

Multi-tasking in Flight

Multitasking is an expectation for passengers, just as it is on the ground.
81% of travelers enjoy inflight entertainment.
20% use their time onboard to get work done.
Passengers are comfortable using multiple devices simultaneously for different tasks (e.g., watching a movie on a seatback while texting on a smartphone).

Passenger Generations

Gen Z (18–23)

Least experienced flyers.
More likely to use smartphones and expect streaming.
Less likely to consider flight schedule as important or have a preferred airline.
Less likely to feel anxious if connected.

Millennials (24–38)

Fly more often, especially for business.
More likely to use wearable devices and subscribe to streaming services.
More likely to expect inflight internet for streaming and to recommend airlines with good connectivity.

Gen X (39–53)

Focus on value and work-life balance.
More likely to use tablets and Android devices.
More likely to give all airlines equal consideration when booking.
Less interested in inflight entertainment compared to other generations.

Baby Boomers (54–72)

Less tech-savvy.
More likely to have a preferred airline.
Preference for seatback screens and traditional comfort amenities like snacks and drinks.
Less interested in streaming or live TV.

Silent Generation (73+)

Travel primarily for leisure.
More concerned with convenience (flight schedule and seats).
Less likely to use electronic devices.
Preference for seatback screens over personal devices.

Regional Insights

Asia

Travelers take more flights per year than any other region.
More likely to fly for business and to be energized by travel.
Higher expectations for inflight internet.
Preferred airlines and seatback screens are important.

Australia

Travelers fly more for personal trips.
Higher seatback usage and interest in seatback content.
Less likely to bring personal devices on board.
Apple iOS is preferred.

Europe

Travelers are more likely to consider themselves travel experts.
Less likely to have a preferred airline or frequent flyer membership.
More interested in inflight internet than traditional entertainment.
Less likely to feel that movies or TV are necessary.

Latin America

Travelers want all forms of communication and entertainment.
High device usage and interest in streaming and in-seat power.
Less likely to use Apple iOS.

North America

Less international travel compared to other regions.
More concerned about low or no fees.
Less interest in seatback entertainment.
Expect streaming and live TV on personal devices.

Research Methodology

Survey Methodology: 15-minute online survey conducted in 18 countries.
Respondents: 9,000 total, with approximately 500 per country.
Age Range: 18 and above.
Data Collection: Q4 2017.
Research Partner: Lieberman Research Worldwide, a global market research consultancy.