Air travellers’ media habits revealed in new study

BDRC’s new Global Passenger Study (Media GPS) surveyed a sample of more than 16,000 international air travellers – a projected universe of 9.8 million weekly travellers – to understand their media habits.

The study found that more than 50% of all international travellers turn to CNN via TV and digital for news and information during their trips. This compares with 43% BBC and 27% CNBC.

Media GPS also captures traveller behaviour, including cabin class, purpose of trip, travel motivations, hotel brands use/preference and other travel related consumer attributes.  The study was supported by founding clients BBC Worldwide, Bloomberg and CNN.

The study uses a point-of-purchase intercept, enabling accurate collection of trip origination and destination, airline and class of travel. The data shows which of 45 international media brands and 120+ sub-brands these consumers engage with, across locations, channels and devices. 

All of them have booked through travel agents (both on and offline) and almost half ( 47%) are flying for business reasons on their current trip.

Mark Sear, vice-president, audiences and data, CNN International Commercial said: “This study is an interesting departure from traditional recall surveys as it uses the moment of booking a flight to understand the profile and habits of international travellers and combine that insight with data about their travel plans.”

James Myring, BDRC director leading Media GPS, said: “The most startling finding is not how different travellers are from each other, regardless of country of origin, but how similar they are.

“Respondents within the Media GPS sample have much in common: attitudes, wealth, demographics, luxury brands purchased and international media consumed. The data provides concrete evidence that these ‘global citizens’ (who are concentrated in the major international cities) often have more in common with each other than with the broader population in their own countries.”