2018全球旅行者研究（英文版）-29mb

2018 Global Traveler Research Study Summary

Core Content

The 2018 Gogo Global Traveler Research Study examines the evolving expectations and behaviors of air travelers regarding inflight internet. Conducted across 18 countries with over 9,000 respondents, the study highlights the growing importance of connectivity in the passenger experience and how different generations and regions have varying preferences and needs.

Main Points

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 spots from the previous year.
• 55% of travelers expect inflight internet on all flights, but only 33% have used it in the past 12 months.
• 94% of travelers believe inflight internet would enhance their travel experience.

Passenger Expectations

• Travelers want to stay connected to life on the ground, including work, family, and social activities.
• 77% feel less anxious when connected to inflight internet due to communication with family and friends.
• 65% feel less anxious when connected due to staying in touch with work.
• 9 out of 10 passengers want to use inflight internet for tasks beyond browsing, such as reading email, social media, and streaming content.

Multi-tasking

• Passengers expect to multi-task in flight, using multiple devices and screens simultaneously.
• 81% enjoy inflight entertainment systems, and 20% use their time onboard for work.
• Airlines should build a digital ecosystem that supports multitasking and mirrors the ground experience.

Key Generations

Gen Z (Ages 18–23)

• Least experienced flyers, but most tech-savvy.
• Prefer personal devices over seatbacks.
• More likely to use smartphones and expect streaming.
• Less likely to feel anxious if connected.

Millennials (Ages 24–38)

• Fly more often and for business.
• More likely to use wearable devices and streaming services.
• Expect high-quality inflight internet and are more likely to recommend airlines that offer it.
• More interested in personalized content and seamless connectivity.

Gen X (Ages 39–53)

• Focus on value for money and work-life balance.
• More likely to use tablets and Android devices.
• Prefer seatback screens and are more loyal to airlines that offer good value.

Baby Boomers (Ages 54–72)

• Less tech-savvy and prefer traditional entertainment.
• More likely to have a preferred airline.
• Prefer seatback screens and are less interested in streaming or live TV.
• More concerned with snacks and drinks than digital amenities.

Silent Generation (Ages 73+)

• Travel primarily for leisure.
• Less interested in inflight entertainment.
• Prefer seatback screens over personal devices.
• More concerned with convenience (flight schedule and seats) than other groups.

Regional Insights

Asia

• Travelers take more flights annually and fly more for business.
• Less concerned with flight price and more with schedule and seat.
• High expectations for inflight internet and value in staying connected.

Australia

• Travelers fly more for leisure and use planes to relax.
• Less likely to bring personal devices on board.
• Prefer Apple iOS and have a higher rate of seatback usage.
• Interest in seatback innovations like live TV or streaming services.

Europe

• Travelers are more likely to consider themselves travel experts.
• Less loyal to airlines and less interested in inflight entertainment.
• More interested in inflight internet and seamless connectivity.
• Prefer device-agnostic solutions to support diverse usage patterns.

Latin America

• High interest in inflight communication and entertainment.
• More likely to use personal devices and streaming services.
• Less likely to use Apple iOS.
• Value in-seat power and streaming Netflix.

North America

• Concerned about airline fees and prefer low or no cost solutions.
• Less interested in seatback entertainment.
• Prefer streaming TV shows and videos and live TV on personal devices.

Research Methodology

• Survey conducted in Q4 2017.
• 9,000 respondents from 18 countries (approx. 500 per country).
• 15-minute online survey.
• Data collected by Lieberman Research Worldwide, a global market research firm.

About Gogo

• Gogo is the leading provider of inflight internet solutions.
• Offers broadband connectivity, software, and customizable platforms.
• Aims to enhance passenger experience through reliable and high-quality inflight internet.
• Based in Chicago, USA, with global offices.

LIFT Notes

• Inflight internet is a key differentiator in a competitive market.
• It can be adjusted without altering core airline strategies.
• Personalization and device-agnostic solutions are essential to meet diverse traveler needs.
• Multi-tasking and streaming are becoming standard expectations.
• Airlines should focus on seamless connectivity, personalized experiences, and value for money to retain and attract passengers.