When pulling together our airport segmentation research we naturally thought carefully before naming each group and it’s safe to say that ‘No-Frills Flyers’ was our most difficult to finalise. I would be lying if I said they were the most glamorous of audiences, or indeed the most affluent. In fact, I would be hard pushed to think of a time in my recent life as a shady airport salesman that a planner has requested a C2DE audience that are predominantly budget flyers and rate Ant & Dec’s Saturday Night Takeaway as ‘essential viewing’. However, that’s not to say that they aren’t an important audience to consider.
With our No-Frills Flyers travelling 1-2 times a year, they will often spend over 2 hours in the airport and are likely to be influenced by budget point-of-sale opportunities when the price is right. This opens the door to retailers such as Boots and Next to run in-airport promotions, alongside book publishers promoting their latest titles for holiday reads.
With a high index of C2DEs it’s easy for brands to forget about this audience. Yet this exact demographic make up a huge part of the British population and are the perfect target audience for many brands. Campaigns such as ITV Hub’s idea to encourage passengers to download their app in order to follow Love Island while on holiday, and Domino's concept encouraging people to order pizza upon arrival back home were both suited perfectly to our No-Frills Flyers.
So, although this group may have a slightly lower income than our other audiences and won’t be browsing much tech while in the airport, they will be filling a wide range of the lesser-premium retail outlets before flying, and importantly are keen on spending when in them.
Following Steve Bernard’s recent introduction to Primesight, Kinetic & YouGov’s airport segmentation research in Mediatel, Primesight’s airports business director, is running an in-depth look at each of the seven airport segments and the appeal they hold for advertisers.
You can see all seven segments and their detailed profiles on our Airport Audience page.
To read about No-Frills Flyers in detail, you can view the full profile here.