Airport Wi-Fi Users an Affluent Lot: Study

[qi:___wifi] If free Wi-Fi marketing is a good idea, as Om and Stacey argued last week, free Wi-Fi marketing in airports is an especially good idea, according to a new study from JiWire. The San Francisco-based mobile advertising company — which, of course, has skin in the game — found that more than half of airport Wi-Fi users hold an executive or management position, more than half have annual household incomes of more than $100,000 and 75 percent plan to make a big-ticket purchase in the next 12 months.

And of those logging on ahead of their departures, more than 80 percent spend in excess of 30 minutes online, with nearly one-third of them connected for over an hour. Which means there’s plenty of time for advertisers to make their pitches. As David Staas, senior VP of marketing for JiWire, said in a release:

“Business travelers are a highly coveted audience for both business and consumer-oriented advertisers due to their purchasing power, but are traditionally very difficult to reach.”

The surge in Wi-Fi use on  mobile devices provides an opportunity — and a challenge — for network operators looking to provide connectivity over multiple networks. But it also provides a channel for advertisers willing to pay the cost of connectivity in exchange for the opportunity to reach consumers on the go. And as JiWire’s study highlights, some of those users — especially the ones in airports — are very attractive indeed.

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