Airport Audiences

Seven Airport Research Segments that reveal details of airport advertising consumers from Primesight Kinetic YouGov

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.

10 UK Airports

142 million passengers a year with half the UK and London audiences.

Read more

A Closer Look

Joe Cassidy's insights into this highly desirable audience.

Read more

Our Luxury Lens

What makes this group so attractive to high-end brands?

Read more

Flying High

High Flyers are incredibly appealing to advertisers.

Read more

Climbing High

What sets the 'On The Up' apart from the rest?

Read more

Frequent Flyers

A group that values holidays with their family and friends.

Read more

Introducing...

Budget travellers who love holidaying with groups of friends.

Read more

Staying On Top

Wondering how to appeal to Savvy Travellers?

Read more

Premium Professionals are 11% of the Airport Audience with Primesight

Premium Professionals

HIGH-END CONSUMERS LOOKING FOR QUALITY PRODUCTS AND EXPERIENCES

  • Long-haul travellers
  • Enjoy the airport experience, feel relaxed and open to new things
  • Arrive at the airport early to allow themselves enough time to browse, particularly at technology retailers
  • Interested in technology products and motors
View Premium Professionals Profile >
Labels and Long-Haul are 7% of the Primesight Airport Audience

Labels & Long Haul

AFFLUENT & FASHIONABLE CONSPICUOUS CONSUMERS WHO LOVE TO SHOP IN THE AIRPORT ENVIRONMENT

  • Moderately frequent long-haul flyers, predominantly female
  • Happy and relaxed during the airport experience, and very willing to spend
  • Arrive at the airport very early to allow themselves enough time to browse in various retailers
  • Likely to buy high-end fashion products, cosmetics and accessories
View Labels & Long Haul Profile >
High Flyers are 27% of the Primesight Airport Audience

High Flyers

HIGH-LEVEL EXECUTIVES EXPERIENCING MULTIPLE VISITS THROUGH AIRPORTS THROUGHOUT THE YEAR

  • Very frequent flyers, predominantly for business
  • Familiar with the airport environment so only arrive a short time before their flight
  • Particularly interested in personal finance and technology products
View High Flyers Profile >
On The Up are 14% of the Primesight Airport Audience

On The Up

CAREER CLIMBING, MIDDLE-CLASS PROFESSIONALS WHO ENJOY MULTIPLE FLIGHTS EVERY YEAR

  • Very frequent flyers, with a mixture of leisure and business travel
  • Enjoy the airport experience feeling happy and relaxed
  • Willing to buy things in the airport, especially tech products and mid-range fashion
  • Interested in cars, technology and premium goods
Download On The Up Profile >
Pools Packages and Prosecco are 12% of the Primesight Airport Audience

Pools, Packages & Prosecco

MIDDLE-CLASS WOMEN WHO VALUE THEIR HOLIDAYS WITH BOTH FRIENDS AND FAMILY

  • Predominantly female and middle-class
  • Moderately frequent flyers with a mixture of holidaying with family, and holidaying with friends
  • Excited about spending time in the airport and more willing to treat themselves within the airport environment
  • Interested in a mixture of budget and premium travel
Download Pools, Packages & Prosecco Profile >
No-Frills Flyers are 10% of the Primesight Airport Audience

No-Frills Flyers

LOWER-INCOME BUDGET TRAVELLERS WHO MAINLY TRAVEL WITH GROUPS OF FRIENDS

  • Older, infrequent flyers, though mainly for leisure
  • Arrive early at the airport, and more likely to spend 2+ hours within the environment
  • Budget travellers but can be tempted to purchase if the price is right
  • Interested in budget travel advertising and high-street fashion
Download No-Frills Flyers Profile >
Savvy Travellers are 19% of the Primesight Airport Audience

Savvy Travellers

OLDER MIDDLE-CLASS TRAVELLERS WHO VALUE THEIR HOLIDAYS AND THEIR BUDGETS EVEN MORE

  • Older leisure flyers who value the money they spend for holidays
  • Arrive early at the airport, and browse duty free, food outlets
  • Feel relaxed at the airport and willing to treat themselves on low-value items
  • Interested in cars, travel, and planning their next trips abroad
Download Savvy Travellers Profile >