How Airport Segments Help Advertisers
Aiming to arm agencies and advertisers with the most detailed profiles of airport consumers, Primesight and Kinetic teamed up with YouGov to launch their most comprehensive airports research project to date. This work helps everyone in airport advertising to understand their customer and how best to speak to them, based on interviews with 2,100 different passengers across 20 of the UK's busiest airports.
The following seven segments tie customers together on more than just their demographic data—grouping them together by attitudes and behaviours allows us to offer every business working with Primesight detailed insights to understand exactly how and where to advertise to their target customer in airports.
As this study shows, the majority of people in airports describe themselves as happy, a third are 'open to new things' and a quarter like to treat themselves within this environment—this, coupled with the very long wait times in airports make the space an excellent place to reach people at their best and most open to messaging.
You can explore each of the different profiles below and follow the links to see each one in detail. Next to the names of the individual profiles you'll find the overall percentage for how each segment shows up within the Primesight Airports estate and following the profile link will reveal the specific airports where you're most likely to find each one.
In Mediatel: 'Airport OOH insights: high flyers to premium professionals'
For an in-depth look at the process behind this study please see this article from Steve Bernard, senior research & insight manager at Primesight. Writing in the industry publication Mediatel, Bernard begins with the buoyant condition of the airport market "Between 2017 and 2018 UK airport passenger numbers increased by 2.4% to a total of 291 million, and increased 3.6% in Primesight’s airports alone*" and outlines the attraction of airport audiences for advertisers.
*CAA Dec 18.