Airlines Study - July 2017 The Great British Flight Radar The success and significance of an airline is often measured in number of passengers carried, number of Destinations, revenue - but one indicator of airlines’ popularity has been forgotten, until now. More and more people research their air travel on their mobile phones, so to get a true picture of how an airline brand is really doing, it is indispensable to look at their mobile audiences. Ogury, the only company able to see the full mobile user journey, has built a league table of the world’s premium and low cost airlines according to their mobile user engagement in the UK. Mobile Journey Marketing ogury.com Premimum Airlines Top Ten Premium Airlines Market Share Unique Mobile Visitors and App Downloads (in the last 30 days) British Airways dominates the mobile market share of British users. Emirates and Virgin Atlantic secure spots two and three, while Lufthansa manages to make up a few places and climbs from position six in web visitors to position four for app downloads. Unique Mobile Visitors App Downloads (in the last 30 days) British Airways 57.0 9 % British Airways Emirates 28.95% 2.2% Emirates Virgin Atlantic 18.49% 2.2% 3.2% Virgin Atlantic Qatar Airways 12.36% 3.6% Lufthansa 3.3% Etihad Airways 10.48% Qatar Airways 5.5% Lufthansa 7.5 6 % 54.5% Turkish Airlines Turkish Airlines 5.38% 10.2% Etihad Airways Qantas 5.00% American Airlines American Airlines 4.65% 10.6% Swiss Singapore Airlines 2.24% Others Average Number Of Pages Visited Per Session Again, British Airways has the lowest Bounce Rate. They have the most engaged users of the top four with 40% of mobile web visitors visiting more than 6 pages. 40% 37% 31% 19% 21% 11% 13% 7% 6% 4% 17% 5% Only 1 2 3 4 5 6 Only 1 2 3 4 5 6 page pages pages pages pages and more page pages pages pages pages and more 37% 35% 28% 18% 21% 18% 10% 9% 5% 9% 6% 5% Only 1 2 3 4 5 6 Only 1 2 3 4 5 6 page pages pages pages pages and more page pages pages pages pages and more Mobile Journey Marketing ogury.com Top Referrers Ten minutes before users visit one of the top four premium airline’s websites, they all do a Google search and consult Skyscanner. Very interesting to see that 4.5% of British Airways users also visit Easyjet before they visit the BA site. google 65.1% google 70.6% skyscanner 8.4% skyscanner 10.0% facebook 5.6% facebook 4.8% bbc 5.2% bbc 3.4% easyJet 4.5% live 3.2% tripadvisor 4.1% yahoo 3.0% yahoo 3.3% wikipedia 2.6% expedia 3.2% amazon 2.4% booking 3.0% southalltravel 2.4% lastminute 3.0% tripadvisor 2.4% google 76.5% google 73.0% skyscanner 8.1% skyscanner 11.2% virginholidays 7.9% live 3.9% dealchecker 5.2% facebook 3.8% facebook 4.1% yahoo 3.8% tripadvisor 4.1% southalltravel 3.4% Jetcost 4.0% bbc 3.1% bbc 2.9% amazon 2.8% expedia 2.9% ebay 2.7% live 2.9% tripadvisor 2.7% Customer Journey - Ba’s Competition Competition for BA is fierce, around a quarter of their visitors also research on the Virgin Atlantic site 15 days before, after and on the same day they visit the British Airways site. 15 days before the 1st visit During the same day 15 days after the last visit Virgin Atlantic 26.2% 25.7% 23.1% Emirates 20.2% 24.0% 18.7% American Airlines 8.3% 17.1% 15.4% Lufthansa 8.3% 11.4% 12.1% Qatar Airways 11.9% 11.4% 9.9% Turkish Airlines 9.5% 10.3% 6.6% Cathay Pacific 4.8% 5.7% 5.5% Etihad Airways 4.5% 6.3% 4.4% Swiss 6.0% 6.9% 4.4% Qantas 6.0% 2.3% 2.2% Mobile Journey Marketing ogury.com Low Cost Airlines Top Ten Low Cost Airlines Market Share Unique Mobile Visitors and App Downloads (in the last 30 days) The preference for one of the low cost airlines in the UK isn’t as obvious.Thomson Airways, EasyJet and Ryanair are relatively close on positions one to three. Ryanair gets the most app downloads, followed by EasyJet and then a bit behind Thomson Airways. Unique Mobile Visitors App Downloads (in the last 30 days) Thomson Airways 35.8% Ryanair easyJet 1.8% 32.71% 2.7% easyJet 3.0% Ryanair 28.43% 4.5% Thomson Airways Jet 2 12.67% 31.3% 4.9% Wizz Air Monarch Airlines 11.64% Thomas Cook Airlines Wizz Air 10.45% 10.7% Jet 2 Flybe 8.43% Flybe Thomas Cook Airlines 5.30% 11.5% Monarch Airlines Aer Lingus 3.01% Aer Lingus 26.7% Vueling Airlines 2.01% Others Average Number Of Pages Visited Per Session Thomson Airways has the best on page user engagement, whilst all top four low cost airlines have good bounce rates. 40% 29% 27% 31% 13% 11% 12% 10% 8% 6% 5% 7% Only 1 2 3 4 5 6 Only 1 2 3 4 5 6 page pages pages pages pages and more page pages pages pages pages and more 36% 32% 24% 26% 18% 12% 16% 8% 5% 9% 8% 5% Only 1 2 3 4 5 6 Only 1 2 3 4 5 6 page pages pages pages pages and more page pages pages pages pages and more Mobile Journey Marketing ogury.com Top Referrers During ten minutes before users visit one of the low cost airlines websites, they also research other travel sites. The UK based travel retailer specialising in short and medium haul holidays to Europe OnTheBeach appears here quite prominently, while it didn’t make it inthe top ten referrers for premium airlines at all. google 70.5% google 69.4% thomascook 16.5% skyscanner 13.0% tripadvisor 13.5% booking 5.7% firstchoice 9.0% facebook 4.7% onthebeach 7.3% onthebeach 4.7% facebook 6.3% tripadvisor 4.7% booking 5.9% edreams 4.5% bbc 4.6% lastminute 4.1% loveholidays 4.4% bbc 3.3% amazon 3.2% expedia 3.3% google 73.2% google 69.5% skyscanner 12.5% onthebeach 9.0% facebook 7.0% tripadvisor 8.7% edreams 6.7% skyscanner 8.0% live 3.9% thomascook 8.0% booking 3.4% booking 6.1% bbc 3.2% facebook 4.9% tripadvisor 3.1% lastminute 4.3% amazon 2.6% loveholidays 4.3% ebay 2.6% live 3.7% Customer Journey - Ba’s Competition The second largest British airline, EasyJet, sees strong competition for mobile users attention from the Irish rival Ryanair. But also almost a third of their mobile users visit the website of the third-largest UK airline by total passengers, Thomson Airways, 15 days before, after and on the day of visiting the EasyJet website. 15 days before the 1st visit During the same day 15 days after the last visit Ryanair 37.9% 48.8% 43.5% Thomson Airways 29.1% 25.9% 28.9% Jet 2 11.8% 19.5% 10.5% Monarch Airlines 11.8% 18.6% 11.5% Flybe 5.3% 8.9% 4.6% Wizz Air 10.6% 7.1% 6.8% Vueling Airlines 4.5% 7.4% 5.1% Thomas Cook Airlines 4.5% 6.7% 5.9% Transavia 4.3% 4.0% 3.6% Aer Lingus 2.6% 3.2% 3.2% Mobile Journey Marketing ogury.com.