the moodie report may 2014. 2 methodology and sample online survey carried out with travellers at...
TRANSCRIPT
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Methodology and Sample
Online survey carried out with travellers at airports around the world
In total, 1´014 interviews were completed.
The respondents were asked to answer questions about airports services, such as Wi-Fi and car parking usage, food & beverages consumption, and feeling of sense of place.
The data collection was conducted in March and April 2014
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Part A. Report of Wi-Fi Usage
1. Frequency of Wi-Fi Usage in Airports
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Frequency of Wi-Fi Usage
How often do you use the Internet in airports when you take a trip?
Series1
10%6%6%
16%
63%
Every TimeEvery 2nd TimeEvery 3rd TimeEvery 4th Time or LessNever
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Frequency of Wi-Fi Usage by Gender
Series1
8% 15%6%
5%6%5%
16%14%
64% 60%
Every TimeEvery 2nd TimeEvery 3rd TimeEvery 4th Time or LessNever
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61+ y.o.
51 - 60 y.o.
41 - 50 y.o.
31 - 40 y.o.
18 - 30 y.o.
50%
62%
69%
63%
66%
13%
17%
16%
19%
9%
13%
4%
3%
6%
9%
5%
6%
5%
7%
9%
19%
12%
7%
5%
9%
Every time Every 2nd time Every 3rd time Every 4th time or Less Never
Frequency of Wi-Fi Usage by Age
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Frequency of Wi-Fi Usage by Type of Travellers
Occasional travelers use less often Wi-Fi at the Airports than frequent travelers
Frequent Occasional
5%19%5%
6%5%
7%14%
19%
70%
49%
Every TimeEvery 2nd TimeEvery 3rd TimeEvery 4th Time or LessNever
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Frequency of Wi-Fi Usage by Class
Business/First Economy
2%12%4%
6%4%
6%11%
17%
78%
59%
Every TimeEvery 2nd TimeEvery 3rd TimeEvery 4th Time or LessNever
Business/First class travelers use more often Wi-Fi at the Airports than Economy class travelers
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Visiting the Lounge
Working
Walking
Reading
Total
74%
73%
55%
55%
63%
Every Time
Frequency of Wi-Fi Usage by Browsing Internet Activity
People who prefer browsing Internet when waiting at the Airport use more
Internet than the others.
Browsing Internet
1%4%
12%
82%
Never Every 4th Time or Less Every 3rd Time Every 2nd Time Every Time
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Part A. Report of Wi-Fi Usage
2. Types of Technologies carried when travelling
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Which of the following technologies do you carry with you when you travel ?
Dongle
Kindle reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
2%
12%
13%
14%
55%
71%
78%
Types of Technologies
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Dongle
Kindle Reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
0%
16%
6%
0%
47%
50%
97%
18 – 30 y.o.
Types of Technologiesby Age
Dongle
Kindle Reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
5%
13%
10%
18%
53%
77%
84%
31 – 40 y.o.
Dongle
Kindle Reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
1%
12%
13%
16%
52%
76%
67%
51 – 60 y.o.
Dongle
Kindle Reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
3%
9%
11%
20%
62%
74%
81%
41 – 50 y.o.
Dongle
Kindle Reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
2%
12%
22%
4%
56%
60%
72%
61 + y.o.
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Types of Technologies by Type of Travelers
Dongle
Kindle Reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
3%
13%
13%
17%
56%
80%
78%
0%
8%
13%
8%
54%
51%
78%
Frequent Occasional
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Types of Technologies by Class
Dongle
Kindle Reader
Mobile phone without 3G
Blackberry
Tablet
Laptop
Smart Phone
3%
17%
12%
18%
66%
82%
78%
2%
10%
13%
13%
52%
67%
78%
Business/First Economy
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Part A. Report of Wi-Fi Usage
3. Purpose of Internet Usage
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What do you use the Internet for at the airport ?
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
10%
36%
36%
44%
94%
Purpose of Internet Usage
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Other
To check information related to my trip
To check information related to my flight
To access Entertainment
To check e-mails/work
9%
28%
40%
50%
92%
Other
To access Entertainment
To check information related to my trip
To check information related to my flight
To check e-mails/work
11%
31%
38%
46%
94%
Purpose of Internet Usageby Gender
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Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
9%
41%
63%
66%
84%
18 – 30 y.o.
Purpose of Internet Usageby Age
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
7%
38%
48%
46%
94%
31 – 40 y.o.
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
12%
34%
25%
42%
97%
51 – 60 y.o.
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
9%
35%
39%
46%
94%
41 – 50 y.o.
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
16%
34%
16%
32%
92%
61 + y.o.
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Purpose of Internet Usageby Type of Travelers
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
10%
33%
33%
46%
96%
9%
42%
42%
40%
88%
Frequent Occasional
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Purpose of Internet Usageby Class
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
8%
39%
34%
47%
96%
11%
35%
36%
44%
93%
Business Economy
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Purpose of Internet Usageby Frequency of Usage
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
12%
38%
38%
46%
95%
Every Time
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
4%
28%
34%
43%
93%
Every 2nd Time
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
8%
52%
24%
56%
84%
Every 4th Time
Those who use Wi-Fi at Airports….
Other
To check information related to my trip
To access Entertainment
To check information related to my flight
To check e-mails/work
8%
16%
24%
20%
96%
Every 3rd Time
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Part A. Report of Wi-Fi Usage
4. Importance of Wi-Fi aspects
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Secured connection
High speed connection
Availability of free Wi-Fi
56%
56%
87%
20%
24%
10%
16%
15%
3%
4%
4%
4%
1%
1%
Very important Important Neither important nor important Not important Not important at all
Importance of Wi-Fi
How important to you is each of the following items in term of Wi-Fi Usage, using a scale from 1 (=not important at all) to 5 (=very important)
Average
4.82
4.2
4.3
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Not important at all
Not important at all
Neither important nor not important
Important
Very Important
2%
1%
10%
15%
72%
4%
5%
18%
22%
51%
Men Women
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
0%
3%
16%
20%
61%
1%
4%
15%
25%
55%
Men Women
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
0%
0%
2%
6%
92%
1%
0%
3%
11%
86%
Men Women
Importance of Wi-Fi by Gender
Availability of free Wi-Fi High speed connection Secured connection
Average 4.79 4.094.28Average Average4.89 4.544.38
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Importance of Wi-Fi by Age
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
18-30 31-40 41-50 51-60 61+
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
18-30 31-40 41-50 51-60 61+
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
18-30 31-40 41-50 51-60 61+
Availability of free Wi-Fi High speed connection Secured connection
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Importance of Wi-Fi by Usage Frequency
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
Every Time Every 2nd Time Every 3rd TimeEvery 4th Time
Availability of free Wi-Fi High speed connection Secured connection
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
Every Time Every 2nd Time Every 3rd TimeEvery 4th Time
Not important at all
Not important at all
Neither important nor not important
Important
Very Important
Every Time Every 2nd Time Every 3rd TimeEvery 4th Time
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Part A. Report of Wi-Fi Usage
5. Free Wi-Fi Usage Duration
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Free Wi-Fi Usage Duration
If the Internet connection is a paid service, for what length of time should the usage be free ?
Up to 15 minutes9%
Up to 30 minutes30%
Up to 45 minutes5%
Up to 1 hour56%
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Free Wi-Fi Usage Duration by Gender
Series1
9% 10%
29% 32%
6% 4%
56% 54%
Up to 1 hourUp to 45 minutesUp to 30 minuteUp to 15 minutes
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Free Wi-Fi Usage Duration by Type of Travelers
Frequent Occasional
8% 11%
28%34%
5%
7%
59%48%
Up to 1 hourUp to 45 minutesUp to 30 minuteUp to 15 minutes
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Part A. Report of Wi-Fi Usage
5. Willingness to pay for Internet connection per hour
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Willingness to pay for Internet
How much are you willing to pay for Internet connection per hour (in USD) ?
Up to 3 USD/hour82%
3.01 to 5 USD/hour
16%
5.01 to 10 USD/hour3%
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Willingness to pay for Internet by Gender
Series1
3% 1%
15% 17%
82% 82%
Up to 3 USD/hour3.01 to 5 USD/hour5.01 to 10 USD/hour
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Willingness to pay for Internet by Age
5.01 to 10 USD/hour
3.01 to 5 USD/hour
Up to 3 USD/hour
6%
8%
86%
3%
11%
87%
2%
21%
77%
3%
22%
75%
0%
6%
94%
18-30 31-40 41-50 51-60 61+
Older people are willing to pay more for Internet connect compared to younger
travelers
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Willingness to pay for Internet by Type of Travelers
Frequent Occasional
3% 1%
17%13%
80% 86%Up to 3 USD/hour3.01 to 5 USD/hour5.01 to 10 USD/hour
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Part A. Report of Wi-Fi Usage
7. Minimum Speed of Internet Connection
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Minimum Speed of Internet Connection
What should be the minimum speed of Internet connection?Enough to …
Check E-mail43%
Load social media28%
Stream audio/visual
19%
Download large files8%
Don't know3%
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Minimum Speed of Internet Connection by Gender
Series1
2% 4%7% 9%
19% 19%
26%34%
46%34% Check E-mail
Load social media
Stream audio/visual
Download large files
Don't know
Enough to…
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Minimum Speed of Internet Connection by Age
Enough to…
Younger people use more Internet to load social media and stream audio/visual than
older travelers, but use less Internet connection to check e-mails.
Don't know
Download large files
Stream audio/visual
Load social media
Check E-mail
6%
4%
10%
16%
64%
2%
10%
16%
20%
52%
2%
10%
20%
35%
34%
3%
7%
21%
26%
44%
0%
3%
34%
50%
13%
18-30 31-40 41-50 51-60 61+
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Part A. Report of Wi-Fi Usage
8. Extent to which travelers are willing to get free Wi-Fi access
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Means to get free Wi-Fi access
Do you agree or not with each of the following items? (On a scale from 1 = Fully disagree to 5 = Fully agree)
Download application to get free Wi-Fi
Complete a questionnaire to get free Wi-Fi
Get a limited service for free but pay for full service
Watch an advertisement to get free Wi-Fi
10%
13%
16%
24%
10%
16%
23%
22%
10%
22%
22%
20%
13%
19%
15%
13%
58%
30%
24%
21%
Fully agree Agree Neither agree nor disagree Disagree Fully disagree
Average
3.14
2.63
1.99
2.92
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Means to get free Wi-Fi access by Age
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
18-30 31-40 41-50 51-60 61+
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
18-30 31-40 41-50 51-60 61+
Watch Advertisement Get free limited access
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
18-30 31-40 41-50 51-60 61+
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
18-30 31-40 41-50 51-60 61+
Complete a questionnaire Download application
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Means to get free Wi-Fi access by Class
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
21%
16%
23%
25%
15%
32%
13%
19%
18%
18%
Business/First Economy
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
19%
12%
22%
23%
24%
30%
16%
13%
20%
21%
Business/First Economy
Watch Advertisement Get free limited access
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
56%
15%
10%
10%
9%
64%
8%
9%
8%
11%
Business/First Economy
Fully disagree
Disagree
Neither agree nor disagree
Agree
Fully agree
28%
19%
23%
17%
13%
39%
19%
18%
14%
10%
Business/First Economy
Complete a questionnaire Download application
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Part A. Report of Wi-Fi Usage
9. Preferred Strategies to get Free Wi-Fi
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Preferred strategies
Watch adver-tisement
46%
Limited free service
27%
Complete a questionnaire
14%
Download ap-plication
5%
Don't know7%
Which one of the strategies listed below would you prefer the most ?
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Preferred strategies by Gender
Series1
8% 4%6%
2%
13%19%
28% 25%
45% 50%Watch advertisement
Limited service for free
Complete a ques-tionnaire
Download application
Don't know
Enough to…
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Preferred strategies by Age
Younger people preferre watching advertising in opposite to older travelers
that prefer to get limited free Wi-Fi and pay for full service.
Don't know
Download application
Complete a questionnaire
Limited service for free
Watch advertisement
6%
4%
12%
42%
36%
11%
6%
18%
31%
35%
4%
5%
11%
29%
51%
9%
5%
14%
16%
56%
3%
0%
19%
9%
69%
18-30 31-40 41-50 51-60 61+
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Part A. Report of Wi-Fi Usage
10. Willingness to give personal information
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Other
Mobile phone number
Address
Name
7%
21%
25%
68%
86%
Personal Information
23%
77%
Yes No
Are you willing to be asked for personal information in exchange to free Wi-Fi? And What kind of personal information are you willing to share?
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Other
Mobile Phone Number
Address
Name
0%
6%
25%
63%
88%
8%
24%
25%
69%
85%
Men Women25%
75%
Yes No
17%
83%
Yes No
Personal Information by Gender
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Part A. Report of Wi-Fi Usage
10. Recognition of device when Returning at the Airport
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Recognition of device
55%
45%
Yes No
Would you expect your device to be recognized upon your return to the airport?
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Recognition of device by Gender
Men expect more that their devices are recognized when
returning at the Airport Than women
58%
42%
Yes No
46%54%
Yes No
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Recognition of device by Type of Travelers
Frequent travelers expect more that their devices are recognized when
returning at the Airport Than Occasional ones.
58%
42%
Yes No
50%50%
Yes No
Frequent Occasional
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Recognition of device by Class
Business travelers expect more that their devices are recognized when
returning at the Airport Than Economy ones.
58%
42%
Yes No
55%45%
Yes No
Business/First Economy
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Part B. Report on Sample Structure and Demographics
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Sample Structure
GENDER
74% 26%
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Purpose of the Trip
Business53%
Leisure47%
Among the number of trips you do per year, how many are leisure trips and how many are business trips?
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Type of Airline
Type of Airline
Regular72%
Low cost4%
Both24%
What kind of Airline do you usually travel with?
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Type of Airlineby Type of Travelers
Type of Airline
Both
Low cost
Regular
33%
9%
58%
19%
2%
79%
Frequent
Occasional Frequent travelers prefer Regular Airlines and sometimes travel in business/first class. Occasional travelers take
both regular and low cost.
