GERMANY. Frankfurt Airport passengers spend more than the average German consumer on fashion, cosmetics and other luxury items, a recent survey has confirmed.
The Airport Consumer Study was conducted by Enigma GfK between the end of April and the beginning of June 2009. It was commissioned by Media Frankfurt, the advertising subsidiary of Frankfurt Airport operator Fraport. Enigma, a media and market research specialist, interviewed 1,500 passengers at Frankfurt Airport about their consumption preferences (on- and off-airport), as well as their attitudes towards fashion, cosmetics, body care, media usage, travel, nutrition, health, luxury products and leisure activities. The aim of the study was to gather comprehensive information about the target group, passengers at Frankfurt Airport, for the first time.
The typical Frankfurt Airport passenger spends an average of €180 a month on fashion and clothing, and almost €60 on fragrances (across all retail channels, not just the airport), far higher than the population average, the poll found.
The well above-average net household income – over €4,000 a month for 42% of passengers – is also reflected by the above-average amount spent on luxury products, especially by the business traveller demographic. Of this group, 58% like to regularly purchase “luxury wristwatches and high-end baggage,” according to the study.
Highly Internet-focused
Passengers who fly through Frankfurt Airport also rate above average in their private Internet usage. Two-thirds do their personal banking online compared to 24% of Germans as a whole. Over 70% are online shoppers with car hire (70%) and books (52%) particularly popular among passengers who responded.
These passengers are also more health-conscious, claimed the survey. The consumption of over-the-counter drugs is 1.7 to three times higher than the average of the German population as a whole.
The above-average health consciousness of passengers is also mirrored by their leisure activities and eating patterns. Two-thirds of them ensure their meals are balanced and healthy, while 64% said they paid more attention to quality than price when buying food. Active sport is the most popular leisure activity for over half of all passengers.
Media Frankfurt said the results of the study confirmed the view “that Frankfurt Airport has a significant target-group potential especially with regard to advertising clients from the B2C field”.
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