Insights from this study were featured in The Straits Times

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From 1st July 2023, Singapore Airlines will be offering free unlimited inflight Wi-Fi to all its Krisflyer members, irrespective of their class type. This move has been met with widespread approval, as revealed by a comprehensive Milieu Insight survey conducted from 1st -7th June. This quantitative study was conducted with N=1,000 respondents representative of the Singapore population by age, gender and ethnicity. 

Following the news, 53% are inclined to choose SIA for their next trip overseas, while 46% are indifferent

The survey found that 75% believe that providing free unlimited inflight-wifi to Krisflyer members is a very or somewhat good move by SIA and just over half (53%) of those surveyed indicated that this news would increase their likelihood of considering SIA for their upcoming overseas travels. However, it is important to note that 46% of respondents feel that this news would have no impact on their travel decisions - This split response indicates a divergence in the impact of the news on individuals' travel decision-making processes. While the majority show a positive inclination, a substantial minority did not perceive the news as influential. 

74% believe that unlimited Wi-Fi onboard will improve overall in-flight experience

The study  also sheds light on passengers' preferences and expectations when it comes to inflight amenities. Approximately three-quarters (74%) of respondents agreed that Wi-Fi accessibility would greatly or somewhat improve their overall in-flight experience. Furthermore, an impressive 83% expressed their intention to make use of this complimentary Wi-Fi service during their flights. Additionally, the survey revealed that over 4 in 10 of non-Krisflyer members were now considering signing up for the loyalty program, given the enticing prospect of free unlimited Wi-Fi -  SIA's strategic move to offer unlimited inflight-wifi is not only attracting existing customers but also captivating potential new ones.

Inflight Wi-Fi: A must-have or low priority for Singapore air travelers?

However, it's worth noting that the study revealed that unlimited inflight-wifi is considered the least important consideration during a flight, with passengers prioritizing factors such as seat comfort, food and beverage options, crew service, and seat location. In-flight entertainment variety ranked higher than wifi accessibility. Nevertheless, the availability of free wifi has a significant impact on passenger decision-making, as over 60% of respondents expressed a likelihood to book a flight with an airline that offers free wifi as part of their loyalty program or rewards.

Usage patterns also emerged from the survey, with social media browsing and posting being the top use for inflight wifi at 74%, closely followed by messaging at 70%. Additionally, video streaming was a popular choice, selected by 48% of respondents. Interestingly, the study found that the younger demographic (16-24 age group) showed a keen interest in using wifi for gaming (46%), while the older demographic (55+) primarily used wifi for messaging (78%).

Furthermore, the survey indicated that a considerable 17% of respondents had previously paid for inflight wifi, demonstrating the value passengers place on staying connected while traveling.

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Methodology:

This quantitative study was conducted with N=1,000 respondents representative of the Singapore population by age, gender and ethnicity. Fieldwork was conducted from 1st-7th June 2023

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