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- Shanghai
- September 1, 2011
JCDecaux Momentum Shanghai Airport Advertising and Nielsen, a worldwide leader in measurement and information, have been working together to conduct a 360 degree comprehensive passenger survey. In terms of face-to-face interviews, 2,200 interviews were completed for the short questionnaire and 1,200 interviews for the long questionnaire, with a further 100 completed online by VIP lounge users in just four weeks in June 2011. This timing avoided bias that might have occurred if we had conducted these interviews during peak season. The survey was carried out in Pudong International Airport and Hongqiao International Airport. The need for this arrived due to areas where we needed to update the profile of airport passengers, to get a comprehensive understanding of passenger purchase behaviour and to get an insight into how people perceive brands that advertise in airports.
The main findings of the survey can be placed into the following categories; airport media benefits, Shanghai airport media benefits and passenger profiling.
When it comes to perceptions of trustworthiness and premium positioning of adverts, airport adverts rank 1st among many different media formats. This is great news to our clients who, like JCDecaux Momentum, seek the best and most premium advertising platform for their brand. To compliment this, more than 80% of passengers agree that adverts in airports create a more modern and international status for the brand. There is no place better to enhance the status of your brand amongst consumers than placing it in an "international" environment.
Watching ads is one of the most engaging activities for airport users throughout their journey. 41% of airport passengers look at airport ads, while only 38% of magazine subscribers look at magazine ads and only 39% of TV viewers watch TV ads. This shows that adverts in airports are gaining the most attention and is a worthwhile medium to showcase your brand.
With the consideration of criteria such as services, facilities and general ambience, Shanghai airports were voted as the best in mainland China. Shanghai airports are leading the market in terms of significant attributes such as "modern, service oriented, international and harmonious".
Nearly 90% of passengers have seen an advertisement in Shanghai Airports. This figure is astonishing and when combined with the fact that the Shanghai Airport environment provides a captive setting to passengers for an average time of 2 hours 22 minutes, it comes as no surprise!
Shanghai airports provide a premium environment for a premium clientele. 1 out of 2 passengers are from an affluent and upper-middle class household with an annual household income of RMB 180,000 and higher, double that of the general Shanghai population (RMB 84,000). For every 1 out of 3 passengers, the amount is RMB 360,000- among the richest in China. This shows that Shanghai airports provide the best environment to capture those high-spending consumers.
63% of Shanghai airport passengers own a "Luxury Product". By luxury product we mean a product that costs RMB 30,000 or more. In contrast, 35% of regular Shanghai residents own a luxury good. In the area of wealth, 43% of Shanghai airport passengers are active financial investors. The figure is 25% for the average Shanghai resident. More than half of Shanghai airport passengers own cars that cost more than RMB 150,000, while the same can be said for only 5% of the general Shanghai population.
The success of the of this survey is largely due to the efficient cooperation between airport and JCDecaux Momentum, which only further proves the advantages of the joint venture business model. The core values of JCDecaux Momentum are centred on sustainability, innovation and dedication to providing quality service and support to our customers. These values are achieved through competent and effective team work, and lie at the heart of our operations to help China airport take the worldwide lead in media, now and in the future.
Sources:
* TNS 2010 Shanghai Travel Survey
* Shanghai Statistics Bureau data 2009
Sinomonitor CMMS (China Market and Media Study) 2011 Summer Data
The main findings of the survey can be placed into the following categories; airport media benefits, Shanghai airport media benefits and passenger profiling.
When it comes to perceptions of trustworthiness and premium positioning of adverts, airport adverts rank 1st among many different media formats. This is great news to our clients who, like JCDecaux Momentum, seek the best and most premium advertising platform for their brand. To compliment this, more than 80% of passengers agree that adverts in airports create a more modern and international status for the brand. There is no place better to enhance the status of your brand amongst consumers than placing it in an "international" environment.
Watching ads is one of the most engaging activities for airport users throughout their journey. 41% of airport passengers look at airport ads, while only 38% of magazine subscribers look at magazine ads and only 39% of TV viewers watch TV ads. This shows that adverts in airports are gaining the most attention and is a worthwhile medium to showcase your brand.
With the consideration of criteria such as services, facilities and general ambience, Shanghai airports were voted as the best in mainland China. Shanghai airports are leading the market in terms of significant attributes such as "modern, service oriented, international and harmonious".
Nearly 90% of passengers have seen an advertisement in Shanghai Airports. This figure is astonishing and when combined with the fact that the Shanghai Airport environment provides a captive setting to passengers for an average time of 2 hours 22 minutes, it comes as no surprise!
Shanghai airports provide a premium environment for a premium clientele. 1 out of 2 passengers are from an affluent and upper-middle class household with an annual household income of RMB 180,000 and higher, double that of the general Shanghai population (RMB 84,000). For every 1 out of 3 passengers, the amount is RMB 360,000- among the richest in China. This shows that Shanghai airports provide the best environment to capture those high-spending consumers.
63% of Shanghai airport passengers own a "Luxury Product". By luxury product we mean a product that costs RMB 30,000 or more. In contrast, 35% of regular Shanghai residents own a luxury good. In the area of wealth, 43% of Shanghai airport passengers are active financial investors. The figure is 25% for the average Shanghai resident. More than half of Shanghai airport passengers own cars that cost more than RMB 150,000, while the same can be said for only 5% of the general Shanghai population.
The success of the of this survey is largely due to the efficient cooperation between airport and JCDecaux Momentum, which only further proves the advantages of the joint venture business model. The core values of JCDecaux Momentum are centred on sustainability, innovation and dedication to providing quality service and support to our customers. These values are achieved through competent and effective team work, and lie at the heart of our operations to help China airport take the worldwide lead in media, now and in the future.
Sources:
* TNS 2010 Shanghai Travel Survey
* Shanghai Statistics Bureau data 2009
Sinomonitor CMMS (China Market and Media Study) 2011 Summer Data