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1. Provided by digEcor, Inc. 2010 Passenger Survey Results An analysis of IFE, Content and Ancillary Revenue trends among passengers
2. Provided by digEcor, Inc. We surveyed 364 passengers
3. 53% of respondents were Female, 45% were Male and 2% preferred not to respond
4. 4% were ages 18 - 25 42% were ages 26 - 40 52% were ages 41 - 65 1% were ages 66+ 1% preferred not to answer
5. 6% fly once per week 19% fly once per month 29% fly once per 3 months 27% fly once per 6 months 19% fly once per year or less
6. 91% of respondents fly Economy Class, 6% fly Business Class and 3% fly First Class
7. Provided by digEcor, Inc. What affects their airline choice?
8. When you choose an airline from which to purchase your ticket, how influenced are you by: IFE System Type Movie & TV Show Selection Ticket Price Number of Stops Meal Service
9. No Influence 1 (Low Influence) 2 3 4 5 (High Influence) Most Important Close 2nd Place Median Variance Median Variance *Variance shows how tightly grouped or consistent the answers are No. of Responses 3rd Place, High Variance IFE System Type Ticket Price No. of Stops Meal Service Movie & TV Show Selection
10. So what does that information mean? Variety of preference for IFE equipment type Content selection is less important than IFE type Economy PAX are most interested in price No. of Stops is almost as important as ticket price Meal service is less important than IFE
11. Provided by digEcor, Inc. Content preferences
12. Based on a given flight length, how do you spend your time in- flight?
13. Other Working Other In-flight Magazine Watching Videos Watching Videos Reading Reading Sleeping Reading Watching Videos Music Reading Music Music Other 8+ Hours Flight Length 4 - 8 Hours Flight Length 2 - 4 Hours Flight Length 1 - 2 Hours Flight Length Working Playing Games Playing Games Playing Games Playing Games Other Working Watching Videos In-flight Magazine In-flight Magazine In-flight Magazine Sleeping Music Sleeping Sleeping Working *Higher activities have more time spent on them
14. How do you prefer to receive entertainment? The following results showed a Low Variance or in other words, the answers were very consistent
15. 40% of respondents prefer a portable IFE solution
16. 38% of respondents prefer a seatback IFE solution
17. 20% of respondents prefer a personal device
18. 2% of respondents prefer an overhead IFE solution
19. 5.18 Movies 4.17 Television Shows 3.89 Live Television 3.70 Current News 3.35 Music 3.30 Casual Games 2.91 Audio Books 2.86 Internet Videos 2.76 Student Films 2.65 Music Videos 2.01 Shopping 1.83 Casino Gaming How interested are you in each Entertainment category below? Most desired content type Fewer viewers, but higher revenue per seat *Ordered by Average Response (0 - 6)
20. 4.01 Sitcoms / Comedies 3.46 Documentaries / Nature 3.42 Police / Crime Dramas 3.36 Educational / Science Entertainment 3.21 Travel 3.14 Stand-up Comedy 2.95 Medical Dramas 2.64 Do-it-Yourself 2.57 Entertainment News 2.45 Reality TV 2.25 Cartoons 2.16 Sports How interested are you in each Television category below? Most desired TV content *Ordered by Average Response (0 - 6)
21. How interested are you in each Movie type below? Popular pre-DVD release Less popular pre-DVD release Popular DVD release (6-12 mos) Popular DVD release (1-5 yrs) Popular classics (more than 5 yrs)
22. No Interest 1 (May Watch) 2 3 4 5 (Definitely Watch) Popular pre-DVD release Less popular pre- DVD release Popular DVD release (6-12 mos) Popular DVD release (1-5 yrs) Popular classics (more than 5 yrs) Average: 5.24 Variance: 1.16 Average: 4.40 Variance: 1.64 Average: 4.49 Variance: 1.60 Average: 3.84 Variance: 2.03 Average: 3.71 Variance: 2.36 No. of Responses
23. So what does that information mean? Passengers are happiest watching popular, pre-DVD release movies. Though, they are just as happy, if not more so, to watch a popular movie that is available on DVD as a less popular movie that is not yet available on DVD.
24. Provided by digEcor, Inc. Ancillary revenue trends
25. Have you ever purchased a product in-flight either through duty free or a shopping catalog available in the seatback pocket? 69% said “No” 26% said “Yes, 1 to 3 times” 5% said “Yes, 4+ times”
26. If an electronic shopping catalog were available on a portable device, how likely would you be to browse the catalog? 30% said “No Interest” 49% said “Somewhat Likely” 21% said “Most Definitely”
27. 2.65 Gifts 2.56 Movies, Music & Games 2.52 Electronics 2.44 Books 2.36 Travel 2.23 Food, Health & Beauty 2.17 Apparel, Shoes & Jewelry 2.14 Computer & Office 2.13 Home & Garden 2.07 Sports & Outdoors 1.88 Toys, Kids & Baby 1.67 Services 1.60 Tools, Auto & Industrial How likely are you to look for or purchase the following goods? Most desired products *Ordered by Average Response (0 - 6)
28. Will you still rent a portable device knowing that there are limited advertisements offsetting the cost? 7% said “Probably or Definitely Will Not” 16% said “Don’t Know” 77% said “Probably or Definitely Will” *Responses showed very low variance
29. digEcor, Inc. 1.801.489.2022 www.digEcor.com sales@digEcor.com THANK YOU VERY MUCH