five fast facts about the airport audience
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Five fast facts about the airport audience. More people are flying now than ever before. 1. Total number of air passengers has grown by 48% since Jan 2001. 12 month moving average. Total number of passengers . Passengers = departing + arriving + transit. - PowerPoint PPT PresentationTRANSCRIPT
Five fast facts about the airport audience
More people are flying now
than ever before.
1.
Total number of air passengers has grown by 48% since Jan 2001
Dec 2001 Aug 2002 Apr 2003 Dec 2003 Aug 2004 Apr 2005 Dec 2005 Aug 2006 Apr 2007 Dec 2007 Aug 2008 Apr 2009 Dec 2009 Aug 2010 Apr 201180,000,000
90,000,000
100,000,000
110,000,000
120,000,000
130,000,000
140,000,000
Tota
l num
ber o
f pas
seng
ers
Passengers = departing + arriving + transit
12 month moving average
Source: ACI 2001-2011
Clear Channel Airports have also seen more passengers passing through them
The last ten years have seen a 23% increase in the number of passengers passing through CC airports.
Source: ACI 2001-2010 data sets Passengers = departing + arriving + transit
Airport advertising offers an opportunity to connect with a
valuable audience of corporate decision-makers.
2.
The flying C-Suite has financial authority both privately and within their line of work
€282,012Mean value of private investments
(excluding mortgage) compared to € 212,837 of the average EMS citizen
1/4 are involved in capital
expenditure of €100,000 + 7 times more likely than the average EMS citizen
Source: EMS 2011 Base: Top 20% of consumers by social grade
Flying HNWIs and C-Suites are key corporate decision makers
Raw Mater
ials/
Constr
uctio
n Equ
ipmen
t
Relocatio
n/Pro
perty S
ervic
es
Freigh
t/Cou
rier S
ervice
s contr
acts
Car Fleets,
Van
s, Tr
ucks
Trave
l Servi
ces
Corpor
ate Fi
nanc
e/ Inv
estm
ent
Manag
ement
Consu
ltanc
y
Adver
tising
/Mar
ketin
g
Other B
anking
, Fina
nce/In
sura
nce
Informati
on/C
ommunica
tion T
ech
0%
10%
20%
30%
40%
50%
60%
70%
38% 38%42%
46% 44%
52% 53%49% 50%
60%
35%42% 43%
47% 48%54% 54% 54% 56%
63%Flying C-Suite Flying HNWI
Areas where authorise, specify or take part in corporate purchase decisions
Proportion of audience group (%
)
Source: EMS 2011 Base: Top 20% of consumers by social grade
Frequent air travellers are
affluent and financially active.
3.
The flying audience are affluent individuals with higher than average incomes
Total EMS population Flying C-Suite Flying HNWI €0.00
€50,000.00
€100,000.00
€150,000.00
€200,000.00
€250,000.00
49,482
95,832
211,770
Average annual income
The flying HNWI’s income is 4 TIMES higher than the survey average, the flying C-Suite’s is almost DOUBLE the average
Source: EMS 2011 Base: Top 20% of consumers by social grade
Frequent Flyers are active in the financial arena
38% of Frequent Flyers currently own stocks or shares on their National exchange
34% more likely to do so than the average top earner
Source: EMS 2011 Base: Top 20% of consumers by social grade
Frequent flyers like to indulge in the finer things in life.
4.
Annual golf club membership over €1,600
Designer suit or dress costing over €1000
Briefcase or handbag over €500
Shoes or boots over €500
Jewellery over €1,500
A bottle of quality wine/spirit over €40
Fragrance costing over €75
Holiday over €1,500
0 10 20 30 40 50 60
Frequent Flyer
Flying C-Suite
Flying HNWI
Total EMS
Affluent frequent flyers appreciate the finer things in life and like to indulge in luxury goods
% who bought
Source: EMS 2011 Base: Top 20% of consumers by social grade
Luxury items bought in the last 12 months
Flying C-Suites and flying HNWIs spend considerably more on watches than other European high earners
Total EMS Flying C-Suite Flying HNWI0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%€15,000 +
€12,500 - €15,000
€10,000 - €12,500
€7,500 - €10,500
€4,000 - €7,500
€1,500 - €4,000
€750 - €1,500
€150 - €750
Under €150
Mean price of watch: € 1,003
Mean price of watch: € 3,460
Mean price of watch: € 2,137
Proportion of w
atch owners (%
)
Source: EMS 2011 Base: Top 20% of consumers by social grade
Affluent flyers spend more
on cars than other top earners.
5.
The flying C-Suite will spend double what the average affluent European spends on their next car
Survey Average Flying HNWI Flying C-Suite0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
114 6
29
1220
22
14
20
9
12
13
4
13
8
2
109326 €100,000 +
€75,000 - €100,000
€50,000 - €75,000
€40,000 - €50,000
€30,000 - €40,000
€20,000 - €30,000
€10,000 - €20,000
Under €10,000
Average: € 22,905 Average : € 42,194 Average : € 32,727
Expected price of next car
Proportion of audience group (%
)
Source: EMS 2011 Base: Top 20% of consumers by social grade
Affluent flyers are frequent car buyers, who buy brand new cars and actively look to switch car brand
1/3 of flying HNWIs and C-Suites plan to buy a car in the next 12 months
60% of both flying audiences will buy a brand new car in the next 12 months
Half plan to try a different brand from previously owned cars
Source: EMS 2011 Base: Top 20% of consumers by social grade