Technology

What’s driving the market?
• Fast moving market
• New product development
• Marketing
• Consumers
What Defines the
technology market?

Tech owners who are Early Adopters
73%
63%55%53%
41%37%
17%16%11%4%
59%
55%45%55%
32%32%
9%
12%
6%
2%
UK Average
JCDA

Use technology at the airport
0%
10%
20%
30%
40%
50%
60%
70%
80%
Laptop PDA / Smartphone Tablet
Device carried when traveling

Affluent Audience
Their average income is at least
30% above the average of the
local population

Power of Influence

More knowledgeable and approachable
JCDA Engaged Britons
are more knowledgeable
and approachable than
their friends, family
and colleagues.
0%
10%
20%
30%
40%
50%
60%
More knowledgeable
on Electronic
goods/technology
Knowledgeable on
mobile phones
Often asked advice
on Electronic Goods/
technology
Often asked for
advice on lobile
phones

I try to keep up with developments in technology
I am influenced by comments/ reviews by other internet users
I cannot do without mobile communication
I love to buy new gadgets & appliancesmy household is equipped with the latest technology
85%76%
75%66%57%
37%22%43%30%
19%
UK Av.
JCDA Engaged Britons
Three quarters cannot do without mobile communication

Enjoyment, Impulse and Sampling
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Think airports are a
good place for brand
& trials sampling
Enjoy Shopping Tend to make impulse
purchases
“For luxury brands, proximity
between brand communication and
shops is important: that’s what
airports can offer”
-Jean-Marc Lacave, President LVMH
Watch & Jewellery

Opportunity to purchase at the airport
61% of all Electrical goods
bought at UK airports are bought
by JCDA passengers

The Airport Environment
drives purchases
“Since our decision to take the new
Terminal 3 Impact site, sales in our
Terminal 3 concession have achieved
their highest revenue levels yet, which
we believe can be strongly attributed
to our advertising presence.”
Francesca Bernard, Marketing
Manager at Mulberry

Enhance international brand credentials
Airport advertising increases brands’…
92%
International Status
83%
Prestige
89%
Cosmopolitan feel
84%
Modernity

IBM
• IBM needed cut-through in a competitive corporate environment
• They were looking for a medium that offered arresting visual impact
and the ability to measure a campaign’s success
• IBM utilised JCDecaux Airport’s eye-tracking research
• These results gave insight into what type of execution is most eye-
catching:
– A moving image,
– Bright, primary colours.
“We have always had more of a free rein to develop our own partnerships with outdoor advertisers….in the
past few years there have been great opportunities to do advertising in ways that just haven’t been possible
before”
Rosemary Brown, Brand Advertising Manager, IBM

Synergy – The Airport Environment
Embodies Retail
A modern and digital environment and portfolio