According to eMarketer, between 48% and 70% of people in the United States use a second screen to browse online while they watch a show, according to its importance. Of course, such trend is not limited to the US, and can be witnessed in quite any place in the world. Since passengers expect to feel like at home during their flight, airlines’ content managers need to keep this trend on top of mind, when deciding the content strategy.
The good news is that such trend represents a huge opportunity to make savings on the operations. The cost of seatback screen content update is quite significant in the whole budget, involving update cycles from one to more than 6 months! On the other hand, content update is far more affordable on an IFC/W-IFE platform, even with a daily or weekly cycle.
Then, by balancing seatback content & IFC, airlines will both meet their passengers’ expectations and reduce operational costs.
Of course, many passengers will tap into the IFC to email and socialize as they are watching their program on the screen. However, our recommendation would be to transfer most of the games, the digital press and the destination services.
Some content may be duplicated, such as onboard shopping catalogue, and airline branding section.
Reduced update cycles and connectivity are also two major levers that can be activated to boost the passengers’ engagement, and satisfaction. A good point for your NPS (Net Promoter Score)!
Beyond the cost savings, airlines can easily generate direct ancillary revenues from the second screen usage. At first through the advertising, since you create new media spaces, with additional touchpoints. Then of course, through onboard sales (snacking, duty free, home delivery goods…).
You offer a new service onboard? Promote it! Most of the passengers don’t even know they can use their device onboard. Hence, rely on all the possible touchpoints, including your seatback screen, to promote your new offering.