Wi-Fi influences flight selection – study
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The availability and cost of in-flight Wi-Fi are becoming increasingly influential factors for passengers when booking flights, a new study has found.
In its second annual Wireless Connectivity survey, Honeywell Aerospace found that in-flight Wi-Fi is now a major factor dictating a passenger’s decision-making, with some customers even paying more for a specific flight due to the provision of Wi-Fi.
The research, which was conducted among 1,000 adult passengers in the US, found that Wi-Fi availability influences flight selection for 66% of passengers. Twenty-two percent of respondents said they’ve paid more for a flight with Wi-Fi, while 17% have switched from their preferred airline because another carrier had better Wi-Fi services.
Demand is so strong that 37% of passengers said they would be upset if their flight didn’t have Wi-Fi access, which is about the same proportion (35%) as those who would be disappointed about not having access to in-flight food or drink.
Eighty-five percent said they would use in-flight Wi-Fi if it was free.
“You can pack your own meals, but you can’t pack your own Wi-Fi,” said Jack Jacobs, vice president of marketing & product management at Honeywell Aerospace. “The commercial aviation industry has to pay attention to meet the demands of passengers, giving them the freedom to stay connected whenever and wherever they want.
“Honeywell’s survey affirms that consumers are accustomed to easy access to Wi-Fi, and they expect it to be fast and consistent like at home or work. Those expectations are expanding up into the sky,” he added.
Passengers were also found to be demanding faster connections that enable them to stream videos, live chat with friends and family, and download files more quickly. In fact almost half the respondents said they would be willing to experience a “travel-related inconvenience” if they were given access to Wi-Fi that’s as fast as it is at home.
Of this group, 45% said they would endure two layers of airport security, while 34% would be willing to arrive at the airport three hours before boarding time. Twenty-nine percent would even swap their ticket to fly standby on a plane with Wi-Fi.
In terms of in-flight Wi-Fi use, the survey also found that demand is not always being driven by business travellers. Thirty-nine percent said they just want to keep track of the news, while 19% use in-flight Wi-Fi to plan their vacation.
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