Posted on: 09 September 2013 by Mark Howells
Ash Eldifrawi (pictured), Gogo's EVP/Chief Commercial Officer, shared the company's data on its typical airborne connectivity user.
In five years Gogo has delivered 40 million internet sessions for passengers, delivering about 50,000 sessions a day to 2,000 aircraft. It regularly surveys its customers and also offers 24/7 real-time chats to help with technical issues – it then follows these up afterwards to see how their experience has gone.
Eldifrawi said that its prime customer is what it calls the "productive passenger" – typically a business traveller, a road warrior who thinks that time is money. They can't afford to be without connectivity.
Gogo also appeals to the "constant connector" – a younger person who is online 24/7, probably on more than one device. They have the highest expectation of a good service and are very likely to let the world know if they are not happy.
Eldifrawi said that 68% of its users are likely to be business travellers, but overall there are more users in economy than business class. Forty-five per cent of Gogo customers agreed with the statement: "There is rarely an hour of my life that goes by where I don't touch the Internet."
"What people do in the air is not that different to what they do on the ground," Eldifrawi said.
Inflight internet is also becoming a driver for why passengers choose one airline over another. One in four travellers have switched their preferred airline to get connectivity. It also gives passengers a more enjoyable travel experience, helping airlines give a greater customer experience and building a deeper, richer engagement with the brand, he concluded.
Steve Nichols, Inflight / Inflight-Online.com
Anaheim, CA, USA