Skype

2008

Skype

• Objective: Educate passengers on video calling, calling plans and using Skype as a business tool

• Fieldwork was conducted at Heathrow T1• Face-to-face interviews• 19th – 30th September 2008• Sample size: 117

First impressions

• 98% liked the Skype stand• 84% found the stand informative• 91% would be interested in similar stands

• % that agreed the stand made their time at the airport…

- more useful (95%)

- more enjoyable (86%)

- more relaxing (75%)

Shift in perception

On a scale of 1 to 5 how has your perception of Skype has changed?

On a scale of 1 to 5 how has your understanding of Skype's video calling changed?

4.4

3.4

1 2 3 4 5

After

Before

3.3

2.9

1 2 3 4 5

After

Before

A lot more negative

Very littleA lot more positive

A lot

38% said that the stand changed their perception of Skype positively

29% positive increase

14% positive increase

Shift in perception

On a scale of 1 to 5 how do you rate your understanding of Skype's low cost calling plans?

On a scale of 1 to 5 how do you rate your understanding of Skype as a business tool?

3.6

2.9

1 2 3 4 5

After

Before

2.8

2.3

1 2 3 4 5

After

Before

24% increase 22% increase

Now you have visited the Skype stand are you more likely to…

YesAlready

have/use

…download Skype 31% 64%

…use Skype regularly 59% 34%

...tell friends and/or family abroad 75% 21%

…use Skype video calling 53% 31%

…sign-up to a Skype unlimited calling subscription

59% 10%

…use as a business tool 50% 18%

• 1 in 3 would be more likely to buy Skype-related equipment after visiting the stand