Market Research / Demographics

Table of Contents


Consumer Brand Analytics: Alaska Airlines Summary by Share of Total Market, Age, Gender, Income, Region, Frequency of Flying, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number that Flew Domestically Ages 13+ 123,452,000 121,308,000
Total number that flew Alaska Airlines most often in past year 6,162,000 4,739,000
Brand Share (Alaska Airlines users as a percentage of all domestic airline flyers). 5.0% 3.9%
--------DEMOGRAPHICS OF INDIVIDUALS WHO FLEW ALASKA AIRLINES MOST OFTEN
---% by Age Group
13-17 5.2 3.8
18-24 3.8 2.8
25-34 14.5 15.8
35-49 21.4 25.5
50-64 30.6 28.5
65+ 24.6 23.6
Total 100.0 100.0
---% by Gender
Male 48.4 44.8
Female 51.6 55.2
Total 100.0 100.0
---% by Annual Income
Under $25,000 7.2 15.2
$25,000-$49,999 15.1 16.8
$50,000-$99,999 35.0 31.1
$100,000 or more 42.7 36.8
Total 100.0 100.0
---% by Geographic Region
Northeast 2.6 4.1
North Central 2.9 2.2
South 9.6 8.4
West 84.9 85.3
Total 100.0 100.0
--------% FREQUENCY OF FLYING AMONG INDIVIDUALS WHO FLEW ALASKA AIRLINES MOST OFTEN
1-2 times/yr. 45.6 48.5
3-6 times/yr. 36.3 31.3
7-12 times/yr. 13.6 17.1
13-24 times/yr. 4.1 2.2
25+ times/yr. 0.5 0.9
Total 100.0 100.0
Median number of flights a month 3.4 3.1
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO FLEW ALASKA AIRLINES MOST OFTEN
---Used Facebook 67.6 71.4
---Used Twitter 23.0 24.1
---Used Snapchat 18.6 15.7
---Used Instagram 28.7 35.2
--------% OF INDIVIDUALS WHO FLEW ALASKA AIRLINES MOST OFTEN WHO ARE SPORTS FANS** BY SPORT CATEGORY
IndyCar 10.0 17.7
NASCAR 9.9 16.5
MLB 53.9 53.7
Minor League Baseball 12.8 8.5
NBA 41.5 39.4
College Basketball 35.8 30.8
WNBA 11.9 ---
eSports 8.0 7.8
NFL 63.7 60.4
College Football 56.0 52.9
Golf 27.9 27.6
NHL 20.9 22.9
Minor League Hockey 7.3 5.3
Mixed Martial Arts 11.9 15.2
Running 13.6 ---
MLS 24.3 18.5
Soccer (non-USA) 19.5 22.1
Tennis 24.6 21.7
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: American Airlines Summary by Share of Total Market, Age, Gender, Income, Region, Frequency of Flying, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number that Flew Domestically Ages 13+ 123,452,000 121,308,000
Total number that flew American Airlines most often in past year 25,012,000 21,967,000
Brand Share (American Airlines users as a percentage of all domestic airline flyers). 20.3% 18.1%
DEMOGRAPHICS OF INDIVIDUALS WHO FLEW AMERICAN AIRLINES MOST OFTEN
---% by Age Group
13-17 2.9 3.5
18-24 4.8 4.1
25-34 16.3 14.8
35-49 25.8 26.8
50-64 29.5 24.5
65+ 2.8 26.3
Total 100.0 100.0
---% by Gender
Male 53.5 58.9
Female 46.5 41.1