Eye airport media offers insights into alcohol purchase decisions

Based on the research conducted in Q1 of this year, results indicated that 94 per cent of flyers are more likely to arrive early at the airport to avoid feeling stressed, of which 78 per cent like to treat themselves to something special at the airport.  

Out of the 81 per cent of travellers who bought alcohol at the airport, 73 per cent say that advertising can influence their purchase decision. The research also revealed that travellers aged between 40 and 54 are the most open to an impulse-buy of alcohol in an airport environment. The split between male and female was equal when it came to buying decision. 

For people who plan their alcohol purchases, the departure retail area is the most influential location while impulse-buy decisions are most likely to be influenced at the arriving retail area instead.   

Junice Liew, head of marketing for Eye Singapore, said, “Understanding how flyers interact with advertising and their mindsets during their journey is important for advertisers to produce effective communication messages. To this end, airport media often reaches the flyer more directly within the airport environment."