2018全球旅行者研究（英文版）

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, highlighting its growing importance in the overall passenger experience. The study involved 9,000 travelers from 18 countries, offering insights into how different demographics and regions view connectivity and entertainment options during flights.

Main Findings

Inflight Internet Importance

• 30% of global travelers consider inflight internet availability when booking a flight, ranking it 7th in the list of top booking considerations, up two positions from the previous year.
• 55% of travelers believe inflight internet is necessary on all flights, but only 33% have used it in the past 12 months, indicating a gap between expectation and usage.
• 77% of travelers feel less anxious when they can stay in contact with friends and family.
• 65% feel less anxious when they can stay in contact with work.

Top 10 Considerations When Booking a Flight

1. Price - 78%
2. Convenient schedule - 69%
3. Comfortable seats - 58%
4. Low or no fees - 49%
5. Inflight meals - 37%
6. Preferred airline - 33%
7. Inflight Wi-Fi - 30%
8. Frequent Flyer miles earned - 27%
9. Movies or TV shows on seatback - 24%
10. Preferred seat class - 23%

Traveler Expectations

• Travelers expect a complete internet experience like they would have on the ground.
• 92% of passengers are interested in personalized amenities (e.g., ordering food, tracking luggage, viewing live flight info).
• 82% consider live TV necessary on some flights, while 73% see online streaming services (e.g., Netflix, Hulu) as necessary.
• 94% of travelers feel that inflight internet would enhance their travel experience.

Key Demographics

Gen Z (Ages 18–23)

• Least experienced flyers.
• More likely to use smartphones and personal devices over seatback screens.
• More likely to expect streaming and less likely to feel anxious if connected.
• Less likely to consider flight schedule or frequent flyer membership important.

Millennials (Ages 24–38)

• Fly more frequently, especially for business.
• More likely to use personal devices, wearables, and streaming services.
• More likely to be loyal to airlines that offer high-quality inflight internet.
• High expectations for connectivity and seamless travel experiences.

Gen X (Ages 39–53)

• Focus on value for money and work-life balance.
• More likely to use tablets and Android devices.
• More likely to give all airlines equal consideration when booking.
• More loyal to airlines that provide value-added services without increasing costs.

Baby Boomers (Ages 54–72)

• Prefer traditional comfort amenities like snacks and drinks.
• More likely to have a preferred airline.
• Less interested in inflight entertainment and more in seatback screens.
• Less likely to use personal devices in flight.

Silent Generation (Ages 73+)

• Travel exclusively for leisure.
• More concerned with convenience (flight schedule, seats).
• Less interested in inflight entertainment.
• More likely to use seatback screens than personal devices.

Regional Insights

Asia

• Travelers take more flights per year than any other region.
• More likely to fly domestically due to large geographic areas.
• Less concerned with price when booking, but more concerned with schedules and seats.
• Higher expectations for inflight internet and more interested in staying connected with family and work.

Australia

• Travelers tend to fly more for personal trips.
• Less likely to bring devices on board.
• High usage of seatback screens and interest in live TV and streaming services.
• More likely to use Apple iOS.

Europe

• Travelers are less loyal to airlines.
• More likely to consider themselves travel experts.
• More interested in inflight internet than traditional entertainment.
• Less likely to feel the need for seatback entertainment.

Latin America

• Travelers show greater interest in inflight internet and staying connected.
• High device usage during flights.
• Less likely to use Apple iOS.
• More interested in streaming services and in-seat power.

North America

• Travelers care more about low or no fees.
• Less interested in seatback entertainment.
• More interested in streaming services and live TV on personal devices.
• Less likely to take international trips.

LIFT Notes

• Inflight internet can be changed without altering core business strategy, making it a flexible option for airlines.
• Device-agnostic solutions are essential to accommodate the variety of devices and operating systems used by passengers.
• Personalization is a key factor in enhancing the passenger experience.
• Multitasking is now an expectation, and airlines should support a connected digital ecosystem.
• Regional preferences vary significantly, and understanding these differences is crucial for tailoring inflight internet offerings.

Research Methodology

• Survey population: Travelers who took at least one flight in the past 12 months, aged 18 and above.
• Countries surveyed: Australia, Brazil, Canada, Chile, China, Colombia, France, Germany, India, Indonesia, Japan, Mexico, Spain, South Korea, Turkey, United Arab Emirates, United Kingdom, and the United States.
• Total respondents: 9,000 (approximately 500 per country).
• Survey duration: 15 minutes.
• Data collection period: Q4 2017.
• Research firm: Lieberman Research Worldwide.