In a survey of 1,000 passengers traveling domestically, IMS found that people thought $4 to $5 for inflight Wi-Fi was the average value for their money, though they'd still be willing to pay $7 to $10. Anything above $12 is getting too expensive — and these amounts didn't vary much between longer and shorter flights. These amounts weren't necessarily what people paid, but what they thought about paying those prices for inflight Wi-Fi.
"About a third of respondents already indicated they have chosen to fly with one airline because it offered inflight Wi-Fi," said IMS's Yin about their survey. "And over a third who did not, would consider doing so in the future." Added to all the other arbitrary fees the airlines tack on, it's almost enough to start to make travelers want to stay on.