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Cyber Cafe Audience Profiling Nielsen 2009
Cyber Cafe Audience Profiling Nielsen 2009
Profile in India
Confidential & Proprietary. Copyright © 2009 The Nielsen Company February 3, 2009
Research Methodology & Sample Size
Centers Users
1. Online Interviews at Cyber Cafes.
Ahmedabad 876
2. There is no quota sampling in this method Bangalore 2,096
Chandigarh 540
3. The profile captured is true representation of universe of that location – without any bias.
Chennai 1,466
4. Duration: September, 08 - January, 09 Delhi 1,427
Hyderabad 1,510
5. Cafes: 3,500
Mumbai 1,997
6. Café source: ideacts innovations pvt. ltd. Pune 2,076
Total 11,989
Ahemdabad
Pune
7%
17%
Bangalore
17%
Mumbai
Chandigarh
17%
5%
Chennai
Hyderabad 12%
13% Delhi
12%
100
90
80
70
60
50
40
30
20
10
0
Total Ahmedabad Bangalore Chandigarh Chennai Delhi Hyderabad Mumbai Pune
/ Mohali
Male Female
45+, 1.50%
Less than 12, 0.80%
35-44, 3.90%
12 to 14, 3.60%
20-24, 38.10%
Undergraduate,
47.50%
Post Graduate,
16.10%
Graduate, 36.40%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Total Ahmedabad Bangalore Chandigarh / Chennai Delhi Hyderabad Mumbai Pune
Mohali
A1 A2 B1 B2 C D E1 E2
In Service - Senior
Management,
In Service - Middle 2.80%
Management,
10.90% Retired, 0.30%
In Service - Junior
Management,
11.20%
Student, 51.50%
Self employed,
17.90%
Unemployed, Housewife, 0.90%
4.40%
More than 70% of audience takes decision for buying electronic appliance
80%
72%
70%
60% 56%
50% 43%
40% 33%
30%
20%
10%
0%
Food & Grocery Kitchen Appliances Electronic Household Durables
Appliances
91% of Café audience owns a Mobile Phone & 39% owns a iPod
Car 31%
Moped 5%
Scooterette 6%
Scooter 24%
Savings Bank
68%
Account
60 3.5
54.6
49.3
3 3
50
2.5 2.5
38.3
40
No of visits in a week
2 2
29.5
28.9
in %
26.7
30
23.4
22.9
21.7
20.2
17.3
18.1
17.7
16.8
16.2
20
15.5
15.2
14.8
12.3
14.3
13.7
13.3
1 1
12.4
12.1
11.6
10.8
10.7
10.5
10.4
8.58.4
9.6
8.5
8.6
8.8
8.4
10
6.6
3.7
5.8
5.6
5.9
0.5
5.2
5.1
4.9
6
3.4
2.9
2.6
2.4
0 0
Restaurant Coffee Shops Book Stores Multiplexes Gymnasium Beauty parlors Gaming Parlors
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
100
email / chat
86
90 information search
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.
50 48
44
42 43 43
40
39
40 37
34
30
25
23
22
21 21 20 21 20 20 21
19 19 19
20 18 1818 18 17
12
11 1111 11
10 9 9 9 9 9 10 1010 9
10 8 8
7
0
Total Ahmedabad Bangalore Chandigarh / Chennai Delhi Hyderabad Mumbai Pune
Mohali
4. They are decision makers for electronic appliances & household durables
5. High Average MHI along with ownership for entertainment & lifestyle durables
7. This audience has high information needs - Audience owning PC / Laptop visits
Cyber Cafés frequently
8. Significantly active in out of home activities like gyms, coffee shops & restaurants
- Palal Bhattacharjee
- Anupam Asthana
- Vikram Balyan