Target groups at the airport

Profile of air passangers

The airport’s unique and inspiring advertising environment provides the best channels to internationalisation, purchasing power and active consumers. At the airport you reach the most interesting consumer profile in Finland in terms of both values and commercial potential.

 

At the airport's customers have excellent purchasing power. Target groups emphasized at the airport include following:

  • highly educated,
  • high-income and
  • employees in decision-making and leading positions.

 

High-income Finns are emphasized at the airport:

  • 16% of airport visitors earn EUR 50,001–100,000.
    The income level emphasis is approximately 1.5 times when compared with the entire population.¹
  • 2% of airport visitors earn over EUR 100,000.
    The income level emphasis is approximately double when compared with the entire population.¹


Finnish air passengers are more interested than average in culture, fashion, beauty care and personal development, they are more likely to make investments, own their home and have insurance. For example, we know that 70% of air passengers own the apartment they live in. 34% of air passengers own more than one car and they are also more likely to prefer more expensive cars when compared with others.¹



The airport is a unique B2B media:

  • According to a survey commissioned by Finavia, people in managerial positions and experts
    are emphasized among the customers of Helsinki Airport.
  • A survey we commissioned from Taloustutkimus¹ supports this claim:
    44% of Finnish business travellers are responsible for procurement.


The airport is Finland's largest B2B media environment, so it is an absolute must for advertisers seeking business decision-makers. You will emphasise reaching employees in decision-making and leading positions. If you wish, you can maximize your impact on B2B decision-makers by targeting your advertisement to a certain area or time of day.


SOURCE: 1. Clear Channel Airport Audience Survey 2018 (Taloustutkimus)

PROFILE OF FINNISH AIR PASSANGERS

 

 

Passenger_profile

 


 

INTERESTS AND HOBBIES


Interests:

  • 63 % are interested in local issues
  • 60 % are interested in domestic issues
  • 53 % are interested in science and studying
  • 49 % are interested in prosperity and health
  • 46 % are interested outdoor activities and animals
  • 45 % are interested in international politics

THE FOLLOWING INTERESTS ARE EMPHASISED AMONG FINNISH AIR PASSENGERS*:

  • fashion, index 155
  • beauty care, index 145
  • theatre, opera and ballet, index 129
  • professional development, index 126
  • personal relationships, index 126
  • home and interior decoration, index 126

HOBBIES:

  • 63 % are interested in travel
  • 61 % are interested in reading books
  • 44 % are interested in listening to music
  • 39 % are interested in reading newspapers and magazines
  • 39 % are interested in outdoor activities
  • 39 % are interested in films

THE FOLLOWING HOBBIES ARE EMPHASISED AMONG FINNISH AIR PASSENGERS*:

  • travel, index 192
  • studying languages, index 156
  • dance, index 146
  • concerts and operas, index 145
  • shopping, index 139
  • theatre, indeksi 134
*Statistically significant highlight has an index of at least 120.
 
SOURCE:
Taloustutkimus, Clear Channel, Airport Audience Profile 2018.