New Gogo study shows in-flight connectivity trumps loyalty miles and seat class

It’s no surprise that in-flight connectivity continues to rise in importance as a key amenity for airlines passengers, but according to a new study from connectivity provider Gogo, Wi-Fi is now more important to passengers than frequent flyer miles earned or a preferred seat class.


Summary:

  • In-flight Wi-Fi connectivity is growing in importance as a key consideration when travellers are making decisions over flight bookings;
  • A new study from connectivity provider Gogo, reveals that Wi-Fi is now more important to passengers than frequent flyer miles earned or a preferred seat class;
  • The Gogo survey of 9,000 travellers across 18 countries ranked  in-flight Wi-Fi as the seventh most important booking consideration, up two positions from last year;
  • Gogo’s research shows 33% of air travellers have used in-flight internet during the last 12 months, the majority to browse the Internet, access social media and check e-mails.

Gogo’s 2018 Global Traveler Research study was conducted in 18 countries of travellers 18 and above that have taken one flight in the last 12 months. There were 9,000 total respondents that participated in an online survey in 4Q2017.

“Inflight internet is now more important in the decision-making criteria of prospective passengers than traditional amenities like earning frequent flyer miles, availability of preferred seat class and availability of movies or TV shows on seatback screens,” said Gogo.

CHART – The study shows that while price, a convenient schedule and comfortable seats are the top considerations for more than half of respondents, almost one in three highlight inflight WiFi as a decision-making considerationSource: Gogo 2018 Global Traveler Research

Among the top 10 considerations for passengers when booking a fight, in-flight Wi-Fi was the seventh most important, which is up two positions from the year prior.

Passengers also want a full spectrum of possibilities from in-flight connectivity, Gogo concluded. Three out of four survey respondents consider messaging via a messaging app to be necessary on some flights. A high number of respondents – 82% – consider live TV as necessary on some flights while 73% consider online streaming services such as Netflix, Hulu or Amazon prime as a necessary element of their in-flight experience.

CHART – The Gogo study shows that three quarters of respondents want inflight WiFi for basic Internet browsing, while more than half want to use it for social media, to read the news and check emailsSource: Gogo 2018 Global Traveler Research

Gogo’s research shows 33% of air travellers have used in-flight internet during the last 12 months, and the majority expect to browse the internet followed by social media engagement.

“Airlines must look at ways to build loyalty beyond price and schedule,” said Gogo. “The changing expectations of today’s passengers creates new opportunities for airlines to anticipate and deliver new experiences and amenities, including in-flight internet.”