FRANCE. JMG-Research has released its annual PAX behaviour study, analysing what passengers do and don’t buy both at the airport and during their flights.

The Paris-based consulting and market research company’s latest edition highlights notable shopping differences by nationality in both channels.

JMG-Research Managing Director Jérôme Goldberg said: “We monitored 20 different nationalities, in Europe, Asia Pacific and in the Americas. We interviewed 5,631 international passengers both on their global behaviour at airports and during their flights, plus specifically during their last travel, getting therefore 11,262 answers on departing & returning airports & flights.”

Goldberg said it was particularly interesting to understand the various negative factors which keep passengers out of airport shops, and the ones which in turn deter them from buying.

JMG-Research said that retailers can use the analysis, to note differentiating influences on purchase or non-purchase, such as age, gender, type and frequency travel, and nationality. The company claimed that the “behaviour gap” between travellers on regular flights and on low cost carriers “has almost disappeared”.

It continued: “Thanks to all the data gathered, it is possible to draw specific passenger profiles, like the ones looking at specific product categories, buying specific categories, and buying specific brands.”

The survey also monitored the use of social media and how “˜SoLoMo’ services are used today and could be used tomorrow.


JMG-Research is now working on a major update concerning Chinese passengers.

The two-part study will feature a quantitative element, whereby JMG will question 4,500 Chinese international travellers (1,500 living in Shanghai, 1,500 in Beijing and 1,500 in second-tier cities), and a qualitative section involving face-to-face interviews with Chinese international travellers (also from Shanghai, Beijing and a second-tier city).

Goldberg commented: “With such global work, we will be able to highlight what these different Chinese consumers have in common and what is specific when they travel – what they like or not, what they expect, both at the airport and inflight. We will also ask them about luxury brands, product categories, services and so on. A key benefit for our industry will be to better understand how to improve the way to engage with the Chinese, both in China and abroad.”

The project will be presented to potential subscribers during the TFWA World Exhibition in Cannes next month.

Fieldwork should be conducted in late November or early December. The final report is expected to be available by March 2013.