Traveller behaviour: India

LOCATION . AUDIENCE . REACH

Airports covered
DL

KO

Research Info

Delhi
Mumbai

MUM
HY

Kolkata
Hyderabad

CH
BA

Sample Size
0.65 Mn users

Chennai
Bangalore

Duration
3 months

Methodology
Mobile Tracking

Footfall Trends at Indian Airports

Mobile Tracked Users

Hmm..

FEMALE

MALE

21%

MUMBAI

41%

79%

DELHI

38%
CHENNAI

9%

BANGALORE

5%

KOLKATA

HYDERABAD

3.5%

3.5%

Most travellers found at Mumbai Airport by Mobile Tracking and

least found in Hyderabad Airport over the last 3 months.

2013-14 AAI (Airports Authority of India) Trends

MUMBAI

DELHI

28%

CHENNAI

31%

KOLKATA

12%

BANGALORE

9%

11%

HYDERABAD

8%

The variance from AAI numbers is due to the methodology used.

Mumbai travellers either are more mobile-savvy compared to Delhi
travellers or this could be a result of easy access to Wifi.

Engagement Trends
Mobile engagement variance with airport
Mumbai Travellers had 14% higher engagement as
compared to the average time on Mobile.
Bangalore travellers were surprisingly lower on mobile
engagement compared to the travellers in 5 cities

-18% Bangalore
-15% Hyderabad
-3% New Delhi

5% Chennai
8% kolkata
14% Mumbai

Average time spend on Mobile : 1.61 hrs per user across requests

Audience split
within the
airports
Audiences per month

Audience Trends

3.40%

across the

6 airports

Students

Showing percentage of the

audience at airports out
of the total audience pool.

4.60%

4.20%

Affluent &
Professionals

Home Makers

4.6% of Indian Professionals & Affluent, 4.2% of Indian Home Makers & 3.4%
of Indian Students are found at one of these 6 airports once a month.*
*Indian profiles are created by studying top 15 cities

Daywise footfall trends

Students
Preferred Travel Day
Least Preferred Travel day

Affluent & Professionals

Homemakers

Wed/Thu

Fri/Mon

Thu

Tue

Sun

Tue

Audience & Day wise engagement trends

Thursday saw highest engagement across all segments
Professionals spend most times on their phones out of the segments across days,
with the requests spread across 2+ hrs
The general engagement trend was:
Thursday > Wednesday > Friday / Saturday / Sunday > Monday > Tuesday

Timewise Footfall Trends

7pm - 12am

3pm - 7pm

Evening flights were popular for

travellers across airports.

6am - 11am

11am - 3pm

8%

15%
9%

6%

8%

15%

19%

15%

18%

17%

17%

14%

Chennai
Hyderabad
Mumbai
Delhi
Bangalore
Kolkata
20%

17%

21%

22%

19%

19%

25%

26%

26%

26%

26%

27%

29%

27%

27%

29%

26%

29%

Traveller presence with time across Airports

12am - 6am

Morning flights were still considered by Bangalore & Hyderabad travellers,

whereas travellers at other airports saw major skew towards flight post 6 am

Audience Preferred Travel Time

Time trends for audiences across airports
20%

7%

Home Makers

27%

23%

23%

32%

Affluent & Professionals

7%

7%

Students

12am - 6am
Affluent & Professionals preferred
travel time is 7pm to 12 Midnight.

19%

23%

20%

22%

6am - 11am

11am - 3pm

19%
26%
25%

3pm - 7pm

7pm - 12am

Home Makers & Students, still end up taking early morning flights, with most preferred
time as 3PM to 7PM. This could be due to cheaper air fares and less constraint on travel timing.

Audience-wise Time Trends

12am - 6am

6am - 11am

11am - 3pm

3pm - 7pm

7pm - 12am

Better % seen
at Mumbai &
Chennai

Most % seen
at Mumbai

Least % seen
at Mumbai

High % seen
across all airports

Highest % seen
at Kolkata

High % seen
at Hyderabad
& Bangalore

Very high % seen

at Chennai

Least % seen
at Bangalore

Good % seen
across all airports

Most traction seen

at Kolkata &
Mumbai

High % seen
at Hyderabad

Low % seen
at Hyderabad

Low % seen
at Bangalore &
Hyderabad

Very good % seen

at most airports,
Delhi leads

Highest % seen
at Hyderabad

High % seen
at Chennai

Good % seen
across all airports

Good % seen
at Delhi &
Hyderabad

Good % seen
across all airports

Good % seen
at Kolkata &
Chennai

Good or bad % in a location is to be read as compared to other airports for the same audience.
For example, between 12 am to 6am, % of Homemakers travelling at Hyderabad airport is higher
compared to % of Homemakers travelling at other airports

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