A nationwide Scarborough research survey confirms that airports provide advertisers with a saturated audience of affluent, educated, tech-savvy travelers. The two key audience groups identified by the survey are Frequent Flyers (adults who have taken 3 or more round trip flights in the past year) and Business Frequent Flyers (adults who have taken three or more round trip business flights in the past year). While Frequent Flyers and Business Frequent Flyers represent 36% of total flyers, they account for 70% of all airport impressions due to their more frequent travel.
Other findings from the study include:
- Business Frequent Flyers are over twice as likely to download a paid app in the past year, and are 128 percent more likely to scan a QR code with a smart phone, compared to the average adult. High dwell time and compelling, large format inventory provide the perfect venue to reach tech savvy travelers with modern, interactive media campaigns.
- Business Frequent Flyers are particularly hard to reach with advertising in more traditional media due to their busy lifestyles. For example, Business Frequent Travelers are 48 percent less likely to be heavily exposed to television compared to the average adult.
- Half of Frequent Flyers spend 45 minutes or more in airport concourses after clearing security.
- Three out of every four travelers have purchased food and beverages from airport concessions.
- 89 percent of Business Frequent Flyers spend up to 30 minutes in baggage claim and 80 percent of Frequent Flyers have checked their luggage at least once during their last three personal trips.