Singapore Airlines has enhanced its mobile app to allow passengers to access a range of free digital magazines on their own devices before, during and after the flight.

Powered by SITA Digital Media using Adaptive technology, the feature is available on both iOS and Android devices.

In addition to improving customer experience, the move supports the airline’s ambitions to go green.

According to SITA, the airline industry loads up to 100,000 kilograms of newspapers and magazines every day, which is costly to both supply and dispose of.

At the same time, the SITA Passenger IT trends survey 2016 found that 65 per cent of passengers would access entertainment services on their own device while 46 per cent would watch onboard movies using mobile devices.

Sumesh Patel, SITA president, Asia Pacific, said: “Singapore Airlines is renowned for its great service and constant desire to enhance the travel experience of its customers. SITA Digital Media is just one of the ways we are assisting Singapore Airlines in delivering this experience by providing entertainment easily and efficiently through its airline app.”,