Slide 1

Report
The Moodie Report
May 2014
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
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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?
Every Time
63%
Every 2nd Time
Every 3rd Time
Every 4th Time or Less
Never
16%
6%
6%
10%
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Frequency of Wi-Fi Usage
by Gender
64%
60%
Every Time
Every 2nd Time
Every 3rd Time
Every 4th Time or Less
16%
6%
6%
8%
14%
Never
5%
5%
15%
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Frequency of Wi-Fi Usage by Age
Every time
Every 2nd time
18 - 30 y.o.
69%
51 - 60 y.o.
17%
13%
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13%
Never
9%
6%
16%
62%
50%
9%
19%
63%
41 - 50 y.o.
Every 4th time or Less
9%
66%
31 - 40 y.o.
61+ y.o.
Every 3rd time
9%
7%
3% 5%
4% 6%
5%
5%
7%
12%
19%
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Frequency of Wi-Fi Usage by Type
of Travellers
49%
Every Time
70%
Every 2nd Time
Every 3rd Time
19%
14%
7%
6%
5%
5%
5%
19%
Frequent
Occasional
Every 4th Time or Less
Never
Occasional travelers use less often Wi-Fi at the Airports than frequent travelers
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Frequency of Wi-Fi Usage by
Class
59%
78%
Every Time
Every 2nd Time
Every 3rd Time
17%
11%
4%
4%
2%
Business/First
6%
6%
12%
Every 4th Time or Less
Never
Economy
Business/First class travelers use more often Wi-Fi at the Airports than Economy class travelers
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Frequency of Wi-Fi Usage by
Browsing Internet Activity
Never
Every 4th Time or Less
Every 3rd Time
Every 2nd Time
Every Time
People who prefer browsing Internet
when waiting at the Airport use more
Internet than the others.
Every Time
82%
Total
12%
4%
1%
63%
Reading
55%
Walking
55%
Working
73%
Visiting the Lounge
74%
Browsing Internet
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Part A. Report of Wi-Fi Usage
2. Types of Technologies carried
when travelling
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Types of Technologies
Which of the following technologies do you carry with you when you travel ?
Smart Phone
78%
Laptop
71%
Tablet
55%
Blackberry
14%
Mobile phone without 3G
13%
Kindle reader
Dongle
12%
2%
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Types of Technologies
by Age
31 – 40 y.o.
18 – 30 y.o.
Laptop
50%
Laptop
Tablet
47%
Tablet
Blackberry
Mobile phone…
Kindle Reader
Dongle
84%
Smart Phone
97%
Smart Phone
41 – 50 y.o.
Blackberry
0%
6%
77%
53%
62%
Tablet
18%
Blackberry
20%
10%
Mobile phone…
11%
Kindle Reader
13%
Kindle Reader
9%
Dongle
0%
5%
51 – 60 y.o.
Smart Phone
76%
Tablet
Dongle
3%
61 + y.o.
67%
Laptop
52%
16%
Laptop
60%
Tablet
56%
Blackberry
13%
Mobile phone…
Kindle Reader
12%
Kindle Reader
1%
Dongle
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72%
Smart Phone
Mobile phone…
Dongle
74%
Laptop
Mobile phone…
16%
Blackberry
81%
Smart Phone
4%
22%
12%
2%
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Types of Technologies by Type of
Travelers
Frequent
Occasional
Smart Phone
78%
Laptop
80%
Tablet
51%
56%
Blackberry
54%
17%
Mobile phone without 3G
13%
Kindle Reader
13%
Dongle
78%
8%
13%
8%
3%
0%
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Types of Technologies by Class
Business/First
Smart Phone
78%
Laptop
Dongle
67%
66%
Blackberry
Kindle Reader
78%
82%
Tablet
Mobile phone without 3G
Economy
52%
18%
13%
12%
13%
17%
10%
3%
2%
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Part A. Report of Wi-Fi Usage
3. Purpose of Internet Usage
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Purpose of Internet Usage
What do you use the Internet for at the airport ?
To check e-mails/work
94%
To check information related to my flight
44%
To access Entertainment
36%
To check information related to my trip
36%
Other
10%
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Purpose of Internet Usage
by Gender
To check e-mails/work
To check information related
to my flight
38%
To access Entertainment
31%
92%
To access Entertainment
46%
To check information related
to my trip
Other
To check e-mails/work
94%
50%
To check information related
to my flight
40%
To check information related
to my trip
Other
11%
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28%
9%
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Purpose of Internet Usage
by Age
31 – 40 y.o.
18 – 30 y.o.
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
Other
94%
To check e-mails/work
84%
To check e-mails/work
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
66%
63%
41%
Other
9%
Other
97%
42%
34%
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
48%
38%
7%
Other
46%
39%
35%
9%
61 + y.o.
To check e-mails/work
25%
94%
To check e-mails/work
46%
51 – 60 y.o.
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
41 – 50 y.o.
92%
To check e-mails/work
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
16%
Other
16%
12%
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32%
34%
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Purpose of Internet Usage
by Type of Travelers
Frequent
To check e-mails/work
Occasional
96%
To check information
related to my flight
88%
46%
40%
To access Entertainment
33%
42%
To check information
related to my trip
33%
42%
Other
10%
9%
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Purpose of Internet Usage
by Class
Business
To check e-mails/work
96%
To check information
related to my flight
93%
47%
To access Entertainment
44%
34%
To check information
related to my trip
Other
Economy
36%
39%
35%
8%
11%
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Purpose of Internet Usage
by Frequency of Usage
Those who use Wi-Fi at Airports….
Every 2nd Time
Every Time
95%
To check e-mails/work
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
Other
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
46%
38%
38%
Other
12%
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
96%
Other
20%
24%
16%
43%
34%
28%
4%
Every 4th Time
Every 3rd Time
To check e-mails/work
93%
To check e-mails/work
To check e-mails/work
To check information
related to my flight
To access
Entertainment
To check information
related to my trip
Other
8%
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84%
56%
24%
52%
8%
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Part A. Report of Wi-Fi Usage
4. Importance of Wi-Fi aspects
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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)
Very important
Important
Neither important nor important
Not important
Not important at all
Average
Availability of free Wi-Fi
87%
High speed connection
56%
Secured connection
56%
10%
24%
20%
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15%
16%
3% 1%
4.82
4% 1%
4.3
4% 4%
4.2
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Importance of Wi-Fi by Gender
Availability of free Wi-Fi
Men
Women
Men
86%
92%
Very Important
11%
6%
Important
Neither important nor
not important
High speed connection
Not important at all
Not important at all
1%
0%
Not important at all
4.79
25%
20%
Neither important nor
not important
0%
0%
Average
55%
61%
Very Important
Not important at all
4.89
Average
Men
Women
Important
3%
2%
Secured connection
4.28
15%
16%
4%
3%
1%
0%
4.38
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Women
51%
Very Important
72%
22%
15%
Important
Neither important nor
not important
18%
10%
Not important at all
5%
1%
Not important at all
4%
2%
Average
4.09
4.54
25
Importance of Wi-Fi by Age
Availability of free Wi-Fi
High speed connection
18-30
18-30
31-40
41-50
51-60
61+
31-40
41-50
51-60
Secured connection
61+
18-30
31-40
Very Important
Very Important
Very Important
Important
Important
Important
Neither important nor
not important
Neither important nor
not important
Neither important nor
not important
Not important at all
Not important at all
Not important at all
Not important at all
Not important at all
Not important at all
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41-50
51-60
61+
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Importance of Wi-Fi by Usage
Frequency
Availability of free Wi-Fi
High speed connection
Secured connection
Every Time
Every 2nd Time
Every Time
Every 2nd Time
Every Time
Every 2nd Time
Every 3rd Time
Every 4th Time
Every 3rd Time
Every 4th Time
Every 3rd Time
Every 4th Time
Very Important
Very Important
Very Important
Important
Important
Important
Neither important nor
not important
Neither important nor
not important
Neither important nor
not important
Not important at all
Not important at all
Not important at all
Not important at all
Not important at all
Not important at all
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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
minutes
9%
Up to 1 hour
56%
Up to 30
minutes
30%
Up to 45
minutes
5%
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Free Wi-Fi Usage Duration by
Gender
56%
54%
Up to 1 hour
Up to 45 minutes
6%
4%
29%
32%
9%
10%
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Up to 30 minute
Up to 15 minutes
30
Free Wi-Fi Usage Duration by Type
of Travelers
48%
59%
Up to 1 hour
7%
5%
Up to 45 minutes
Up to 30 minute
Up to 15 minutes
34%
28%
8%
11%
Frequent
Occasional
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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) ?
5.01 to 10
USD/hour
2%
3.01 to 5
USD/hour
16%
Up to 3 USD/hour
82%
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Willingness to pay for Internet by
Gender
82%
82%
Up to 3 USD/hour
3.01 to 5 USD/hour
5.01 to 10 USD/hour
15%
17%
3%
1%
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Willingness to pay for Internet by
Age
18-30
31-40
41-50
51-60
61+
94%
75%
77%
Up to 3 USD/hour
87%
86%
6%
3.01 to 5 USD/hour
5.01 to 10 USD/hour
22%
21%
11%
8%
Older people are willing to pay more for
Internet connect compared to younger
travelers
0%
3%
2%
3%
6%
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Willingness to pay for Internet by
Type of Travelers
80%
86%
Up to 3 USD/hour
3.01 to 5 USD/hour
5.01 to 10 USD/hour
17%
3%
13%
1%
Frequent
Occasional
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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 …
Download large
files
8%
Don't know
2%
Stream
audio/visual
19%
Check E-mail
43%
Load social
media
28%
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Minimum Speed of Internet
Connection by Gender
Enough to…
Check E-mail
34%
46%
Load social media
Stream audio/visual
Download large files
34%
Don't know
26%
19%
7%
2%
19%
9%
4%
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Minimum Speed of Internet
Connection by Age
Enough to…
18-30
31-40
41-50
13%
34%
Check E-mail
26%
Load social media
16%
Stream audio/visual
10%
3%
7%
Download large files
4%
16%
20%
21%
20%
51-60
61+
44%
52%
64%
50%
35%
34%
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.
10%
10%
0%
Don't know
3%
2%
2%
6%
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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)
Fully agree
Agree
Neither agree nor disagree
Disagree
Fully disagree
Average
Watch an advertisement to get free Wi-Fi
Get a limited service for free but pay for full service
Complete a questionnaire to get free Wi-Fi
Download application to get free Wi-Fi
22%
24%
16%
23%
13%
10%
20%
16%
10%
10%
22%
22%
13%
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13%
15%
19%
21%
24%
30%
58%
3.14
2.92
2.63
1.99
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Means to get free Wi-Fi access by
Age
Watch Advertisement
18-30
31-40
41-50
51-60
Get free limited access
61+
18-30
31-40
Fully agree
Fully agree
Agree
Agree
Neither agree nor
disagree
Neither agree nor
disagree
Disagree
Disagree
Fully disagree
Fully disagree
Complete a questionnaire
18-30
31-40
41-50
51-60
41-50
51-60
61+
Download application
61+
18-30
31-40
Fully agree
Fully agree
Agree
Agree
Neither agree nor
disagree
Neither agree nor
disagree
Disagree
Disagree
Fully disagree
Fully disagree
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41-50
51-60
61+
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Means to get free Wi-Fi access by
Class
Watch Advertisement
Business/First
21%
24%
Agree
Disagree
Business/First
Economy
Fully agree
Neither agree nor
disagree
Get free limited access
20%
23%
Agree
22%
Neither agree nor
disagree
16%
12%
Fully agree
Agree
Neither agree nor
disagree
Disagree
Fully disagree
18%
25%
19%
23%
13%
16%
Disagree
30%
32%
Fully disagree
19%
Complete a questionnaire
Business/First
18%
15%
Fully agree
13%
Fully disagree
Economy
21%
Download application
Business/First
Economy
10%
13%
Fully agree
11%
9%
Agree
8%
10%
Neither agree nor
disagree
9%
10%
14%
17%
18%
23%
19%
19%
Disagree
39%
28%
Economy
Fully disagree
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8%
15%
64%
56%
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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
Which one of the strategies listed below would you prefer the most ?
Download Don't know
application
7%
5%
Complete a
questionnaire
14%
Watch
advertisement
47%
Limited free
service
27%
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Preferred strategies by Gender
Enough to…
Watch advertisement
45%
28%
50%
Limited service for free
Complete a
questionnaire
Download application
25%
Don't know
13%
6%
8%
19%
2%
4%
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Preferred strategies by Age
18-30
31-40
Watch advertisement
16%
29%
31%
Limited service for free
Complete a
questionnaire
11%
12%
0%
61+
56%
69%
42%
19%
18%
Younger people preferre watching
advertising in opposite to older travelers
that prefer to get limited free Wi-Fi and pay
for full service.
5%
5%
6%
4%
3%
Don't know
14%
51-60
51%
35%
36%
9%
Download application
41-50
9%
4%
6%
11%
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Part A. Report of Wi-Fi Usage
10. Willingness to give personal
information
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Personal Information
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?
Yes
No
E-mail
86%
Name
68%
23%
Address
25%
77%
Mobile phone number
Other
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21%
7%
50
Personal Information by Gender
Yes
No
Men
Women
25%
85%
88%
E-Mail
75%
69%
63%
Name
Yes
25%
25%
Address
No
Mobile Phone Number
24%
6%
17%
Other
8%
0%
83%
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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
Would you expect your device to be recognized upon your return to the airport?
Yes
No
45%
55%
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Recognition of device by Gender
Men expect more that their
devices are recognized when
returning at the Airport
Than women
Yes
No
Yes
42%
54%
58%
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No
46%
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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.
Frequent
Yes
Occasional
No
Yes
42%
50%
58%
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No
50%
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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.
Business/First
Yes
Economy
No
Yes
42%
No
45%
55%
58%
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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
Among the number of trips you do per year, how many are leisure trips and how many are business trips?
Leisure
47%
Business
53%
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Type of Airline
What kind of Airline do you usually travel with?
Type of Airline
Both
24%
Low cost
4%
Regular
72%
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Type of Airline
by Type of Travelers
Type of Airline
79%
Regular
58%
Frequent
Occasional
2%
Low cost
Frequent travelers prefer Regular Airlines and sometimes
travel in business/first class. Occasional travelers take
both regular and low cost.
9%
19%
Both
33%
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