Britons want to put the fun back into flying, but are frustrated by lengthy security queues and sprawling airports that are difficult to navigate according to new research commissioned by NCR Corporation from Opinion Research Corporation.

The survey of 1,000 UK consumers revealed that the vast majority want to enjoy some retail therapy before they leave the airport. Nearly two thirds of passengers (62 per cent) surveyed by NCR say they generally buy Duty Free at the airport, while over a fifth (21 per cent) opt for luxury goods or clothing. This is in addition to other essentials, such as books, newspapers or magazines (65 per cent), and food and drink for the flight (60 per cent).

Despite the need to arrive up to two hours before their flight, consumers think retail feels rushed in the airport. Three in ten people (34 per cent) think they don’t have enough time to find and visit all the stores and restaurants they’re interested in.

Some 2 per cent of those surveyed (the equivalent of 4 million passengers*) admit to having missed flights because they were shopping or dining, with more than one in ten consumers (15 per cent) saying they have “nearly” missed flights for this reason.

Ben Gale, NCR’s vice president for Western Europe, said, “Converting waiting time into productive time in the airport can benefit retailers and passengers alike by boosting spending, satisfaction and loyalty levels. The use of new mobile wayfinding solutions can play a key role in enabling passengers to find the stores and services they want in the airport and still make it to the gate on time.”

Nearly two thirds (62 per cent) of British families would like to receive a mobile alert to tell them to make their way to the gate and an interactive map showing them the way. Mobile discount coupons are of interest to over a third of consumers (36 per cent) questioned by NCR.

In addition, an increasing number of Britons are opting to use “click-and-collect” services at airports, including Heathrow, Gatwick and Manchester. Several operators now use twitter to alert bargain hunters about downloadable discount coupons for use in the airport.