Cyber Cafe Audience Profiling Nielsen 2009

8/14/2019 Cyber Cafe Audience Profiling Nielsen 2009

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Confidential & Proprietary. Copyright 2009 The Nielsen Company

CyberCaf Audience

ProfileinIndia

February3,2009


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Ahemdabad

7%Bangalore

17%

Chandigarh

5%

Chennai

12%Delhi

12%

Hyderabad

13%

Mumbai

17%

Pune

17%

11,989Total

2,076Pune

1,997Mumbai

1,510Hyderabad

1,427Delhi

1,466Chennai

540Chandigarh

2,096Bangalore

876Ahmedabad

UsersCenters1. Online Interviews at Cyber Cafes.

2. There is no quota sampling in this method

3. The profile captured is true representation of universe of that location without any bias.

4. Duration: September, 08 - January, 09

5. Cafes: 3,500

6. Caf source: ideacts innovations pvt. ltd.

Research Methodology & Sample Size


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Gender

0

10

20

30

40

50

60

70

80

90

100

Total Ahmedabad Bangalore Chandigarh

/ Mohali

Chennai Delhi Hyderabad Mumbai Pune

Male Female

90% of the audience in Cyber Cafes is Male


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Age

90% of the audience is in the age bracket of 15 - 35

Less than 12, 0.80%

45+, 1.50%

20-24, 38.10%

35-44, 3.90%12 to 14, 3.60%

15-19, 27.90%25-34, 24.10%


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Education

52% of the audience is Graduate or Post Graduate

Graduate, 36.40%

Post Graduate,

16.10%

Undergraduate,

47.50%


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SEC

50% of the audience accessing Cyber Cafes is SEC A

More than 75% of the audience is SEC AB

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Ahmedabad Bangalore Chandigarh / Mohali


A1 A2 B1 B2 C D E1 E2


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Occupation

More than 40% of the audience in Cyber Cafes is Employed

In Service - Senior

Management,2.80%

Retired, 0.30%

Housewife, 0.90%Unemployed,

4.40%

Self employed,

17.90%

In Service - Junior

Management,11.20%

In Service - Middle

Management,10.90%

Student, 51.50%


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Decision Maker

More than 70% of audience takes decision for buying electronic appliance

Nearly 60 % takes decision for buying Household durables.

43%

33%

72%

56%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Food & Grocery Kitchen Appliances Electronic

Appliances

Household Durables


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Household Durable Ownership

Personal Computer Ownership is highest amongst Caf Audience.

61%

30%

25%

46%

28%53%

37%

27%

44%

17%

0% 10% 20% 30% 40% 50% 60% 70%

Personal Computer

Laptop

LCD / Plasma TV

Hi-Fi Music System

Microwave OwenFrost Free Refrigerator

Fully Automatic Washing Machine

Air Conditioner

Digital Camera

Camcorder / Handy Cam


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Personal Durable Ownership

91% of Caf audience owns a Mobile Phone & 39% owns a iPod

91%

39%

9%

0% 20% 40% 60% 80% 100%

Mobile phone

Ipod / Mp3 player

Play station / X box


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Vehicle Ow nership

80% of Caf audience owns a 2 Wheeler

24%

6%

5%

56%

31%

0% 10% 20% 30% 40% 50% 60%

Scooter

Scooterette

Moped

Motor Cycle

Car


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Financial Service

47% of Caf audience owns a Debit Card

68%

59%

47%

22%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Savings Bank

Account

ATM Card

Debit Card

Credit Card


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Visit to different locations

28.9

2.4

8.81

0.4

10.5

8.5

5.9

6

2.6

5.1

14.3 1

6.8

12.4

8.4

5.2

2.9

6.6

29.5

17.7

21.7

26.7

4.9

8.6 9

.611

.6

8

.5

14

.8

20

.2

3.

4

10

.7

5.

6

16.2

15.5

23.4

22.9

13.3

18.1

15.2

5.

8

13

.7

10

.8

12

.1

38

.3

54

.6

49

.3

3.7

8.4

17.3

12.3

2

2.5

1.5 1.5

3

1

1.5

0

10

20

30

40

50

60

Restaurant Coffee Shops Book Stores Multiplexes Gymnasium Beauty parlors Gaming Parlors

in%

0

0.5

1

1.5

2

2.5

3

3.5

Noofvisitsinaweek

Every day 4 - 6 days a week 2 - 3 days a week once a week

once in a fortnight Less often Don't Visit Average No of visit in a week

At an average individual visiting cybercaf visits:- Gymnasium 3 times a week.- Coffee shop 2.5 times a week (5 times in two weeks).

- Restaurant twice a week and Multiplex 3 times in two weeks.


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Activities on Internet

66

51

40

30

2523

2019 17

129

7

86

0

10

20

30

40

50

60

70

80

90

100

Activities done w hile accessing Internet

email / chat

information search

download music / movies

job search

online gaming

online ticket booking

accessing social networking websites

banking transactions (like checking account balance,

funds transfer)online shopping

pay bills

blogging (either maintaining your own blog and/orreading blogs written by others)voice over IP (VOIP) / internet telephony

online matrimonial ad search


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Usage of Internet

1012

9 9 911

10 1099 9

8

11

8

11 1110

7

21

18

2123

18

21

25

20 2119

2219

2018 18

20

1719

4240

43

37

48

39

34

43 44

0

10

20

30

40

50

Total Ahmedabad Bangalore Chandigarh /

Mohali


less than 6 months 6 - 12 months 1 - 3 years 3 - 5 years more than 5 years

More than 80% of Audience is using internet for more than 1 year and more than

40% of audience is using internet for more than 5 yrs.


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Summary

1. Predominantly Male audience

2. From highly affluent Households

3. Young & with High Education levels

4. They are decision makers for electronic appliances & household durables

5. High Average MHI along with ownership for entertainment & lifestyle durables

6. Seasoned internet users in Cyber Cafes

7. This audience has high information needs - Audience owning PC / Laptop visitsCyber Cafs frequently

8. Significantly active in out of home activities like gyms, coffee shops & restaurants


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thank you

Agency Contact:

- Palal Bhattacharjee- Anupam Asthana- Vikram Balyan

Cyber Cafe Audience Profiling Nielsen 2009

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