In-flight Wi-Fi: travellers' habits and expectations surveyed by Viasat

Long considered to be a relatively elitist option, particularly when it comes to targeting business travellersthe in-flight connectivity has been democratised over the years. In recent months, the trend has even accelerated, number of companies using it as a growth lever for their businesses. loyalty programmes by making free Wi-Fi conditional on passengers signing up. This is the background to the new study published on 19 September by Viasata few months after acquiring the other specialist in the sector, Inmarsat.

Based on the testimonies of some 11,000 passengers worldwide, the study aims to highlight the strategic importance of the wi-fi argument in attracting and retaining travellers. It is a kind of instruction manual for airlines on how to make the most of this investment, depending on the uses, expectations and obstacles of their customers. Or, as Jimmy Dodd, " a fascinating insight into the minds of passengers at a critical time for the aviation industry" . For Viasat's SVP & President, Global Enterprise & Mobility, " It is encouraging to see that passenger numbers are approaching pre-OVID levels, and the 2023 Passenger Experience Survey shows how quickly travellers have embraced digital nativism." including expectations of free and fast Wi-Fi, and experiences at the limit of what is possible, such as live TV and live sport at 30,000 feet.. "

Unsurprisingly, Wi-Fi is a popular option with travellers, according to the study Aviation Passenger Experience Survey. 81% of passengers consider connectivity to be "important" to their experience. This figure rises to 94% in Brazil. Once optional, or even elitist, Wi-Fi has been democratised, or so it seems.access to messaging services type WhatsApp. So much so that 86% of those surveyed had logged on in-flight at least once in the last twelve months. Among the surprising findings is the fact that, according to Viasat, the Wi-Fi included is more important than other decisive aspects. According to the study, 29% of travellers would prefer free Wi-Fi, ahead of seat comfort (28%) and a wider choice of food and drink, if they had to pay more for their ticket. Free in-flight Wi-Fi would even be the most decisive factor (22%) for passengers when choosing their airline, apart from the price of the ticket.

Why connect?

Staying connected in flight seems essential for travellers these days. But for what purpose? Viasat has clearly not directed its survey at enhancing the professionalism of business travellers. There is no data on the link between in-flight wi-fi and efficiency at work. On the other hand, travellers do pay particular attention to... sporting events. The majority (81%) would be prepared to pay to keep an eye on the major competitions. A quarter of those polled would pay to follow the NBA, 28% for the Olympic Games. And even 45% for the football World Cup.

...and at what price?

In-flight Wi-Fi access may be popular with travellers, but it is still conditional on a certain level of service. The Viasat study sums up the opinion of those surveyed as follows: "I can cope with ads, but I can't cope with a slow connection". 51% of passengers would be tempted to "drop out" if the connection is too slow, and 47% if they have to pay. A quarter of passengers would be put off by the accumulation of advertising (25%), as would having to fill in a form (24%).

Nevertheless, travellers are realistic, and therefore aware that everything has a price, including in-flight Wi-Fi. 42% of those surveyed agree that connectivity should be financed by advertising. And other 'sacrifices' seem increasingly acceptable. The study notes that 34% of travellers would "sacrifice" a free alcoholic drink on board in order to connect. 33% would use loyalty points for this purpose. And one passenger in five (20%) would even be prepared to take a longer flight if the Wi-Fi was free...