Airlines Industry Tracker

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January 06 - February 08, 2023

1 Executive Summary

The Verasight Industry Tracker provides an overview of different industries to identify key insights as brand familiarity, use and Net Promoter Score. For the Airlines Industry Tracker Verasight surveyed 2,920 respondents from the Verasight Community.

Key Insights

Note: Familiarity with each brand is asked to all respondents, while use and trust for a specific brand is asked only to respondents who are familiar with that brand.

Note: Familiarity with each brand is asked to all respondents, while use and trust for a specific brand is asked only to respondents who are familiar with that brand.

Note: The number of responses per brand varies as the NPS is only asked for respondents that have used each brand. The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters

2 Consumer Profile

2.1 American Airlines

2.2 Delta Airlines

2.3 United Airlines

2.4 Southwest Airlines

2.5 Alaska Airlines

2.6 JetBlue Airways

2.7 Spirit Airlines

2.8 Frontier Airlines

3 Familiarity

Which of the following airlines have you heard of? Select all that apply. (N = 2,662)
Item Selected
United Airlines 79%
American Airlines 78%
Delta Airlines 75%
Southwest Airlines 72%
JetBlue Airways 61%
Alaska Airlines 56%
Spirit Airlines 53%
Frontier Airlines 51%

3.1 Crosstabs

Age

Response 18-29 30-49 50-64 65+
American Airlines 70% 71% 83% 91%
United Airlines 69% 72% 86% 90%
Delta Airlines 62% 66% 86% 90%
Southwest Airlines 52% 61% 86% 91%
JetBlue Airways 44% 51% 71% 80%
Alaska Airlines 42% 49% 62% 74%
Spirit Airlines 38% 44% 61% 71%
Frontier Airlines 34% 41% 59% 74%

Income

Response < $50,000 $50,000-$99,999 $100,000 - $149,999 > $150,000
United Airlines 81% 78% 77% 77%
Delta Airlines 79% 77% 69% 66%
American Airlines 78% 81% 75% 74%
Southwest Airlines 78% 74% 61% 60%
JetBlue Airways 58% 63% 64% 63%
Spirit Airlines 52% 55% 52% 52%
Alaska Airlines 51% 58% 63% 59%
Frontier Airlines 47% 52% 56% 59%

Gender

Response Male Female Other
United Airlines 77% 81% 32%
American Airlines 77% 80% 32%
Delta Airlines 73% 78% 32%
Southwest Airlines 68% 76% 10%
JetBlue Airways 62% 60% 23%
Alaska Airlines 59% 54% 29%
Spirit Airlines 53% 53% 7%
Frontier Airlines 52% 50% 54%

Education

Response HS or less Some college/2-yr degree 4-yr/post-graduate degree
United Airlines 78% 81% 78%
Delta Airlines 78% 78% 71%
American Airlines 76% 82% 77%
Southwest Airlines 74% 77% 66%
JetBlue Airways 55% 65% 65%
Spirit Airlines 48% 57% 56%
Alaska Airlines 46% 60% 65%
Frontier Airlines 42% 55% 58%

Party ID

Response Dem/lean Dem Ind Rep/lean Rep
United Airlines 77% 74% 83%
American Airlines 76% 71% 83%
Delta Airlines 74% 71% 78%
Southwest Airlines 68% 72% 76%
JetBlue Airways 61% 48% 66%
Alaska Airlines 57% 43% 62%
Spirit Airlines 52% 43% 58%
Frontier Airlines 52% 40% 55%

4 Have Flown on the Following Airlines

Which of the following airlines have you ever flown on? Select all that apply. (N = 2,662)
Item Selected
United Airlines 46%
American Airlines 45%
Delta Airlines 43%
Southwest Airlines 39%
JetBlue Airways 17%
Alaska Airlines 15%
Frontier Airlines 13%
Spirit Airlines 12%

4.1 Crosstabs

Age

Response 18-29 30-49 50-64 65+
American Airlines 36% 44% 45% 57%
United Airlines 34% 43% 45% 60%
Delta Airlines 29% 38% 48% 59%
Southwest Airlines 25% 33% 44% 53%
JetBlue Airways 16% 21% 14% 14%
Alaska Airlines 14% 18% 10% 17%
Spirit Airlines 11% 15% 11% 10%
Frontier Airlines 10% 16% 11% 14%

Income

Response < $50,000 $50,000-$99,999 $100,000 - $149,999 > $150,000
Delta Airlines 34% 50% 48% 46%
United Airlines 33% 50% 58% 56%
Southwest Airlines 33% 43% 38% 42%
American Airlines 32% 53% 54% 54%
JetBlue Airways 9% 16% 26% 33%
Spirit Airlines 7% 13% 14% 24%
Frontier Airlines 6% 12% 22% 26%
Alaska Airlines 6% 14% 30% 29%

Gender

Response Male Female Other
United Airlines 53% 40% 7%
American Airlines 51% 40% 7%
Delta Airlines 47% 41% 32%
Southwest Airlines 40% 37% 7%
JetBlue Airways 19% 15% 10%
Alaska Airlines 18% 13% 23%
Frontier Airlines 15% 11% 54%
Spirit Airlines 14% 10%

Education

Response HS or less Some college/2-yr degree 4-yr/post-graduate degree
Delta Airlines 33% 46% 53%
American Airlines 31% 47% 59%
Southwest Airlines 31% 42% 44%
United Airlines 31% 48% 60%
JetBlue Airways 11% 14% 26%
Spirit Airlines 8% 9% 18%
Frontier Airlines 7% 11% 21%
Alaska Airlines 6% 12% 28%

Party ID

Response Dem/lean Dem Ind Rep/lean Rep
United Airlines 49% 32% 48%
American Airlines 46% 33% 50%
Delta Airlines 44% 33% 47%
Southwest Airlines 37% 37% 41%
JetBlue Airways 19% 11% 17%
Alaska Airlines 17% 7% 16%
Frontier Airlines 14% 8% 14%
Spirit Airlines 12% 9% 13%

5 Favorite

Which of the following airlines is your favorite? Select all that apply. (N = 1,272)
Item Selected
Delta Airlines 22%
American Airlines 21%
Southwest Airlines 21%
United Airlines 20%
JetBlue Airways 9%
Alaska Airlines 7%
Frontier Airlines 4%
Spirit Airlines 4%

5.1 Crosstabs

Age

Response 18-29 30-49 50-64 65+
United Airlines 23% 25% 15% 17%
American Airlines 23% 26% 13% 20%
Delta Airlines 18% 22% 23% 26%
Southwest Airlines 15% 19% 25% 24%
JetBlue Airways 9% 12% 7% 7%
Alaska Airlines 8% 9% 3% 6%
Frontier Airlines 5% 8% 1% 1%
Spirit Airlines 4% 8% 2% 0%

Income

Response < $50,000 $50,000-$99,999 $100,000 - $149,999 > $150,000
Delta Airlines 19% 24% 24% 25%
Southwest Airlines 19% 23% 19% 22%
United Airlines 16% 20% 27% 29%
American Airlines 15% 22% 25% 31%
JetBlue Airways 5% 8% 12% 20%
Alaska Airlines 3% 6% 11% 15%
Spirit Airlines 2% 3% 6% 10%
Frontier Airlines 1% 2% 8% 13%

Gender

Response Male Female Other
United Airlines 24% 17%
American Airlines 23% 19%
Delta Airlines 22% 22% 29%
Southwest Airlines 22% 20%
JetBlue Airways 10% 8% 3%
Alaska Airlines 8% 5%
Frontier Airlines 5% 3% 54%
Spirit Airlines 5% 3%

Education

Response HS or less Some college/2-yr degree 4-yr/post-graduate degree
Delta Airlines 18% 23% 27%
American Airlines 17% 19% 27%
Southwest Airlines 17% 26% 21%
United Airlines 15% 18% 28%
JetBlue Airways 7% 8% 12%
Alaska Airlines 3% 5% 12%
Spirit Airlines 3% 2% 7%
Frontier Airlines 2% 2% 8%

Party ID

Response Dem/lean Dem Ind Rep/lean Rep
Delta Airlines 25% 15% 23%
United Airlines 25% 13% 18%
American Airlines 21% 17% 22%
Southwest Airlines 18% 26% 22%
JetBlue Airways 10% 6% 9%
Alaska Airlines 8% 2% 7%
Frontier Airlines 5% 2% 4%
Spirit Airlines 4% 4% 4%

6 NPS

On a scale from 0-10, how likely are you to recommend each of the following to a friend or family member? Note: A 0 indicates not at all likely and a 10 indicates extremely likely.
Brand Detractor Passive Promoter NPS N
Alaska Airlines 19% 35% 46% 27 521
JetBlue Airways 23% 35% 42% 19 602
Delta Airlines 26% 32% 42% 16 1245
American Airlines 27% 32% 41% 14 1346
United Airlines 27% 35% 38% 11 1374
Southwest Airlines 29% 32% 39% 10 1050
Frontier Airlines 44% 29% 27% -17 447
Spirit Airlines 48% 28% 24% -24 382

7 Survey Details

The January 2023 Verasight’s Airline Industry Tracker Survey was conducted by Verasight from January 06 - February 08, 2023. The sample size is 2,920 respondents. All respondents were recruited from an existing Verasight panel, composed of individuals recruited via both address-based probability sampling and online advertisements.

The data are weighted to match the Current Population Survey on age, race/ethnicity, sex, income, education, region, and metropolitan status, as well as to population benchmarks of partisanship and 2020 presidential vote. The margin of error, which incorporates the design effect due to weighting, is +/- 2.4%.

To ensure data quality, the Verasight data team implemented a number of quality assurance procedures. This process included screening out responses corresponding to foreign IP addresses, potential duplicate respondents, potential non-human responses, and respondents failing attention and straight-lining checks.

 
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