Cyber Cafe Audience Profiling Nielsen 2009

Cyber Café Audience Profile in India

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February 3, 2009

Research Methodology & Sample Size 1.

Online Interviews at Cyber Cafes.

Centers

Users

Ahmedabad

876

2.

There is no quota sampling in this method

Bangalore

2,096

3.

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

Chandigarh

540

Chennai

1,466

4.

Duration: September, 08 - January, 09

Delhi

1,427

5.

Cafes: 3,500

Hyderabad

1,510

Mumbai

1,997

6.

Café source: ideacts innovations pvt. ltd.

Pune

2,076

Total

11,989

Pune 17%

Ahemdabad 7% Bangalore 17%

Mumbai 17%

Chandigarh 5%

Hyderabad 13%

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Delhi 12%

Chennai 12%

Gender

90% of the audience in Cyber Cafes is Male

100 90 80 70 60 50 40 30 20 10 0

Total

Ahmedabad

Bangalore

Chandigarh / Mohali

Chennai

Male Confidential & Proprietary. Copyright © 2009 The Nielsen Company

Female

Delhi

Hyderabad

Mumbai

Pune

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

45+, 1.50% Less than 12, 0.80%

25-34, 24.10%

15-19, 27.90%

35-44, 3.90%

12 to 14, 3.60%

20-24, 38.10%

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Education 52% of the audience is Graduate or Post Graduate

Post Graduate, 16.10%

Graduate, 36.40%

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Undergraduate, 47.50%

SEC 50% of the audience accessing Cyber Cafes is SEC A More than 75% of the audience is SEC AB 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Total A1

Ahmedabad

Bangalore

A2

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B1

Chandigarh / Mohali B2

Chennai

Delhi C

Hyderabad

Mumbai

D

E1

Pune E2

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

In Service - Middle Management, 10.90%

In Service - Senior Management, 2.80% Retired, 0.30%

In Service - Junior Management, 11.20% Student, 51.50% Self employed, 17.90% Unemployed, 4.40%

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Housewife, 0.90%

Decision Maker More than 70% of audience takes decision for buying electronic appliance Nearly 60 % takes decision for buying Household durables. 80%

72%

70% 56%

60% 50%

43%

40%

33%

30% 20% 10% 0% Food & Grocery

Kitchen Appliances

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Electronic Appliances

Household Durables

Household Durable Ownership Personal Computer Ownership is highest amongst Café Audience.

17%

Camcorder / Handy Cam Digital Camera

44%

Air Conditioner

27%

Fully Automatic Washing Machine

37%

Frost Free Refrigerator

53% 28%

Microwave Owen Hi-Fi Music System

46%

LCD / Plasma TV

25%

Laptop

30%

Personal Computer 0%

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61% 10%

20%

30%

40%

50%

60%

70%

Personal Durable Ownership

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

Play station / X box

9%

Ipod / Mp3 player

39%

Mobile phone

91%

0%

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20%

40%

60%

80%

100%

Vehicle Ownership 80% of Café audience owns a 2 Wheeler

31%

Car

56%

Motor Cycle

Moped

5%

6%

Scooterette

24%

Scooter 0%

10%

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20%

30%

40%

50%

60%

Financial Service 47% of Café audience owns a Debit Card

22%

Credit Card

47%

Debit Card

59%

ATM Card

Savings Bank Account 0%

68%

10%

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20%

30%

40%

50%

60%

70%

80%

Visit to different locations At an average individual visiting cybercafé 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.

15.2 8.8

5.1 6.6 9.6 5.6

2.6 2.9

8.6 10.7

1

2.4

6 5.2 4.9 3.4

3.7

5.9 8.4

12.1

13.3

18.1

1.5

1.5

1

0.5

0

0 Restaurant Every day once in a fortnight

Coffee Shops

Book Stores

4 - 6 days a week Less often

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Multiplexes

Gymnasium

2 - 3 days a week Don't Visit

Beauty parlors Gaming Parlors once a week Average No of visit in a week

No of visits in a week

28.9

26.7 20.2 22.9

23.4

2

1.5

10.8

21.7

1.5 14.8

8.58.4 12.4

15.5 13.7 8.5

16.8 17.7

17.3

5.8

10.5

29.5

2

11.6 16.2

12.3

30

10.4 14.3

in %

40

3

2.5

38.3

2.5

10

49.3

3

50

20

3.5

54.6

60

Activities on Internet

100

email / chat

86

90

information search download music / movies

80

job search

70

66

online gaming

60

online ticket booking 51

accessing social networking websites

50

banking transactions (like checking account balance, funds transfer) online shopping

40

40 30

30

25

pay bills

23 20

20

19

17 12 9

10

7

blogging (either maintaining your own blog and/or reading blogs written by others) voice over IP (VOIP) / internet telephony online matrimonial ad search

0 Activities done w hile accessing Internet Confidential & Proprietary. Copyright © 2009 The Nielsen Company

Usage of Internet 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 43

42

44

43

40

40

39

37

34

30 25 22

21 19

20

23 21

18

1818

12

10

10 9

21

20

19

11 9

9

8

9

20 18

1111 9

21

20

19 17

10

11

1010

8

9 7

0 Total

Ahmedabad

less than 6 months

Bangalore

Chandigarh / Mohali

6 - 12 months

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Chennai

1 - 3 years

Delhi

Hyderabad

3 - 5 years

Mumbai

Pune

more than 5 years

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 visits Cyber Cafés frequently 8. Significantly active in out of home activities like gyms, coffee shops & restaurants Confidential & Proprietary. Copyright © 2009 The Nielsen Company

thank you Agency Contact: - Palal Bhattacharjee - Anupam Asthana - Vikram Balyan Confidential & Proprietary. Copyright © 2009 The Nielsen Company