Times OOH survey compiles study on Passenger Profiling & Ad Recall
1,274 passengers were surveyed as part of the study that provides insights into traveller demographics, lifestyle, behaviour and ad effectiveness
Times OOH has recently compiled detailed insights on passengers travelling through Chhatrapati Shivaji Maharaj International Airport in Mumbai, where it enjoys exclusive advertising rights.
The findings are part of the study – ‘Mumbai Airport Passenger Profiling and Ad Recall’ - commissioned with Nielsen in order to get an in-depth understanding of the Mumbai Airport traveller demographics, lifestyle, behaviour and gauge ad effectiveness. A total of 1,274 passengers were surveyed.
One of the busiest airports in the world, the Mumbai International Airport, recorded a footfall of over 50 million passengers as per AAI records in the last financial year. Ninety-seven per cent of the surveyed passengers belong to NCCS A consumer class, out of whom 76 per cent belong to the uber elite NCCS A1.
This is evident in their shopping habits as well, with the average shopping frequency for a traveller standing at twice a month, and their taste for luxury goods such as watches, apparel, perfumes and cars. In addition, 81 per cent have stayed in a luxury hotel in the past one year and 80 per cent of them seek and love trying out new things. A majority of these passengers are also in the 25-55 age group and can be assumed to be primary decision makers.
As would be expected, most of their activities from shopping to banking to travel bookings are done online.
Almost half of these Mumbai airport passengers are solo travellers which leaves them with no pre-occupations at the airport and creates opportunities for more impressions. Around 51 per cent of these travellers are residents of Mumbai. However, it's crucial to note that 60 per cent of passengers surveyed love to travel. On an average, they take four domestic and three international trips per year. This lends long-term advertisements at strategic locations like airports more salience. It also makes it viable for all kinds of International, National and Local brands to target these affluent passengers.
Nearly 60 per cent of these passengers were part of at least one air loyalty programme, which means that they are frequent fliers. Keeping the dwell time, the frequency of their travel and the impactful nature in which the advertisements are placed, such establishments offer a significant ROI for any brand.
Dhanraj Israni, Product Head – Airports, at Times OOH said: “India is on its way to become the biggest aviation market in the world, offering unprecedented potential to leverage Airport advertising. Nowadays, airports are like mini cities with their numerous retail outlets, food joints, lounges and spas. However, Mumbai Airport has some unique elements, like the Jaya He Museum, and it’s peacock themed architecture which makes the airport ambience one-of-a-kind. These areas also present the brand some interesting ways to catch this affluent category of consumers. Our flexible and targeted solutions are driven by comprehensive market research. This offers brands the chance to make a lasting impression in the minds of these high-flying passengers like never before.”
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