APEX EXPO 2025: Moment Survey Highlights Importance of IFEC, Onboard Retail in Boosting Profits and PaxEx
Originally published on APEX
All images via Moment
Moment has released findings from a new study that highlights how passengers spend their time and money in the air, and examines the role of in-flight entertainment and connectivity (IFEC) in shaping the passenger experience, unlocking ancillary revenue, and fueling long-term sector growth.
Passenger Engagement Highlights Value of IFEC
During the first quarter of 2024 alone, the European air travel market recorded 198 million travelers, marking an 11.5 percent increase year-on-year. With this surge, airlines face mounting pressure to differentiate through innovation, and Moment’s latest study shows why airlines should continue to use IFEC as a way to stand out in a competitive market.
On medium-haul flights of around five hours, the report showed passengers spend 20 percent of their time interacting with the IFE platform, which is an average of 58.4 minutes. For airlines, this window represents an opportunity to build brand commitment and influence the overall travel experience.
When it comes to IFE content itself, 72 percent of surveyed passengers said that video-on-demand was their top content preference, outpacing games and music. Within this segment, films and series dominate, with 92 percent of surveyed passengers choosing them as their preferred format. Unsurprisingly, passengers showed a clear preference for blockbuster titles – Barbie was the most requested film on aircraft equipped with an IFE system in 2024.
Interestingly, the survey showed that 97 percent of travelers prefer using their own devices over seatback screens or laptops. Almost 95 percent of users were on their phones, with only 5 percent using laptops. As such, charging outlets have become essential, though more than half of surveyed passengers expressed frustration with limited availability – 59 percent of respondents said they had no access to charging facilities during their flights.
The Rise of Connected Cabins and In-Flight Shopping
Beyond movies and shows, the survey reveals a growing appetite for shopping in the sky. Ancillary revenue generation is considered a top priority by 26 percent of airline executives, with current passenger spend averaging $90 per flight. That figure is expected to reach $120 by 2030.
The most popular duty-free products include official airline merchandise, electronics, spirits, and perfumes, but connected digital platforms are also changing what can be sold, as airlines are starting to sell large or valuable items onboard.
These products are not stored on the aircraft due to storage limitations; instead, they are delivered directly to passengers’ homes or destinations. This trend will accelerate as more cabins go online. While one-third of aircraft were connected in 2024, half of the global fleet is projected to be connected by 2030.
Real-time purchasing will become increasingly commonplace, enabling more secure and personalized shopping. Moment identifies that AI-driven personalization is also poised to play a larger role, with targeted recommendations expected to boost engagement and conversion rates.
Shaping the Future of the Passenger Journey
Moment’s survey frames these findings within a wider commercial outlook. As Tanguy Morel, CEO and Co-Founder at Moment, explained, “Passengers today demand seamless digital experiences wherever they are, from streaming movies on their own devices to discovering personalized shopping offers in real time. The journey must be as exciting as the destination, and IFEC is no longer a secondary service. Still, it becomes a strategic driver of emotions to re-enchant the journey and airline profitability.”
The company concludes that the commercial outlook for both entertainment and retail is robust. It says the global IFE market is forecast to double by 2030, reaching $12.37 billion, while the in-flight retail market, valued at $3.5 billion in 2024, is projected to surpass $5 billion by 2030.
The report identifies that airlines prioritizing IFEC will be best positioned to capture this growth, maximize ancillary revenue, and deliver more competitive passenger experiences.
