An analysis of IFE, Content and Ancillary Revenue trends among passengers. To download the report, visit http://bit.ly/aTEewt

1. 2010 Passenger
Survey Results
An analysis of IFE, Content and
Ancillary Revenue trends among
passengers
Provided by digEcor, Inc.

2. We surveyed
364 passengers
Provided by digEcor, Inc.

3. 53% of respondents were Female, 45% were Male
and 2% preferred not to respond

4. 4% were ages 18 - 25
42% were ages 26 - 40
52% were ages 41 - 65
1% were ages 66+
1% preferred not to answer

5. 6% fly once per week
19% fly once per month
29% fly once per 3 months
27% fly once per 6 months
19% fly once per year or less

6. 91% of respondents fly Economy Class, 6% fly
Business Class and 3% fly First Class

7. What affects
their airline
choice?
Provided by digEcor, Inc.

8. When you choose an airline from
which to purchase your ticket,
how influenced are you by:
IFE System Type
Movie & TV Show Selection
Ticket Price
Number of Stops
Meal Service

9. No Influence 1 (Low Influence) 2 3 4 5 (High Influence)
No. of Responses
Ticket Price No. of Stops IFE System Meal Service Movie & TV
Most Important Close 2nd Place Type Median Variance Show Selection
3rd Place, High Median Variance
Variance
*Variance shows how tightly grouped or consistent the answers are

10. So what does that information
mean?
Variety of preference for IFE equipment type
Content selection is less important than IFE type
Economy PAX are most interested in price
No. of Stops is almost as important as ticket price
Meal service is less important than IFE

11. Content
preferences
Provided by digEcor, Inc.

12. Based on a given flight length,
how do you spend your time in-
flight?

13. 1 - 2 Hours 2 - 4 Hours 4 - 8 Hours 8+ Hours
Flight Length Flight Length Flight Length Flight Length
Reading Reading Watching Videos Watching Videos
Music Watching Videos Reading Sleeping
Other Music Music Reading
Working Sleeping Sleeping Music
Sleeping In-flight Magazine In-flight Magazine In-flight Magazine
Watching Videos Working Other Playing Games
In-flight Magazine Other Working Other
Playing Games Playing Games Playing Games Working
*Higher activities have more time spent on them

14. How do you prefer to receive
entertainment?
The following results showed a Low Variance or in
other words, the answers were very consistent

15. 40% of respondents prefer a portable IFE solution

16. 38% of respondents prefer a seatback IFE solution

17. 20% of respondents prefer a personal device

18. 2% of respondents prefer an overhead IFE solution

19. How interested are you in each
Entertainment category below?
5.18 Movies
4.17 Television Shows
Most desired content type
3.89 Live Television
3.70 Current News
3.35 Music
3.30 Casual Games
2.91 Audio Books
2.86 Internet Videos
2.76 Student Films
2.65 Music Videos
2.01 Shopping Fewer viewers, but higher
1.83 Casino Gaming revenue per seat
*Ordered by Average Response (0 - 6)

20. How interested are you in each
Television category below?
4.01 Sitcoms / Comedies
3.46 Documentaries / Nature
Most desired TV content
3.42 Police / Crime Dramas
3.36 Educational / Science Entertainment
3.21 Travel
3.14 Stand-up Comedy
2.95 Medical Dramas
2.64 Do-it-Yourself
2.57 Entertainment News
2.45 Reality TV
2.25 Cartoons
2.16 Sports
*Ordered by Average Response (0 - 6)

21. How interested are you in each
Movie type below?
Popular pre-DVD release
Less popular pre-DVD release
Popular DVD release (6-12 mos)
Popular DVD release (1-5 yrs)
Popular classics (more than 5 yrs)

22. No Interest 1 (May Watch) 2 3 4 5 (Definitely Watch)
No. of Responses
Average: 5.24 Average: 4.40 Average: 4.49 Average: 3.84 Average: 3.71
Variance: 1.16 Variance: 1.64 Variance: 1.60 Variance: 2.03 Variance: 2.36
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23. So what does that information
mean?
Passengers are happiest watching popular, pre-DVD
release movies. Though, they are just as happy, if not
more so, to watch a popular movie that is available on
DVD as a less popular movie that is not yet available on
DVD.

24. Ancillary
revenue trends
Provided by digEcor, Inc.

25. Have you ever purchased a
product in-flight either through
duty free or a shopping catalog
available in the seatback pocket?
69% said “No”
26% said “Yes, 1 to 3 times”
5% said “Yes, 4+ times”

26. If an electronic shopping catalog
were available on a portable
device, how likely would you be
to browse the catalog?
30% said “No Interest”
49% said “Somewhat Likely”
21% said “Most Definitely”

27. How likely are you to look for or
purchase the following goods?
2.65 Gifts
2.56 Movies, Music & Games
2.52 Electronics
2.44 Books
2.36 Travel Most desired products
2.23 Food, Health & Beauty
2.17 Apparel, Shoes & Jewelry
2.14 Computer & Office
2.13 Home & Garden
2.07 Sports & Outdoors
1.88 Toys, Kids & Baby
1.67 Services
1.60 Tools, Auto & Industrial
*Ordered by Average Response (0 - 6)

28. Will you still rent a portable
device knowing that there are
limited advertisements offsetting
the cost?
*Responses showed very low variance
7% said “Probably or
Definitely Will Not”
16% said “Don’t Know”
77% said “Probably or
Definitely Will”

29. THANK digEcor, Inc.
YOU 1.801.489.2022
VERY www.digEcor.com
sales@digEcor.com
MUCH