Cyber Cafe Audience Profiling Nielsen 2009

Cyber Café Audience
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%
Confidential & Proprietary. Copyright © 2009 The Nielsen Company

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 Chennai Delhi Hyderabad Mumbai Pune
/ Mohali
Male Female

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%

Education
52% of the audience is Graduate or Post Graduate
Undergraduate,
47.50%
Post Graduate,
16.10%
Graduate, 36.40%

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 Ahmedabad Bangalore Chandigarh / Chennai Delhi Hyderabad Mumbai Pune
Mohali
A1 A2 B1 B2 C D E1 E2

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

Decision Maker
More than 70% of audience takes decision for buying electronic appliance
Nearly 60 % takes decision for buying Household durables.
80%
72%
70%
60% 56%
50% 43%
40% 33%
30%
20%
10%
0%
Food & Grocery Kitchen Appliances Electronic Household Durables
Appliances

Household Durable Ownership
Personal Computer Ownership is highest amongst Café Audience.
Camcorder / Handy Cam 17%

Digital Camera 44%
Air Conditioner 27%
Fully Automatic Washing Machine 37%
Frost Free Refrigerator 53%
Microwave Owen 28%
Hi-Fi Music System 46%
LCD / Plasma TV 25%
Laptop 30%
Personal Computer 61%
0% 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% 20% 40% 60% 80% 100%

Vehicle Ownership
80% of Café audience owns a 2 Wheeler
Car 31%
Motor Cycle 56%
Moped 5%
Scooterette 6%
Scooter 24%
0% 10% 20% 30% 40% 50% 60%

Financial Service
47% of Café audience owns a Debit Card
Credit Card 22%
Debit Card 47%
ATM Card 59%
Savings Bank
68%
Account
0% 10% 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.
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
1.5 1.5 1.5 1.5
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

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
50 accessing social networking websites
40 banking transactions (like checking account balance,

40 funds transfer)
online shopping
30
30 25 pay bills
23
20 19
20 17 blogging (either maintaining your own blog and/or
12 reading blogs written by others)
9 voice over IP (VOIP) / internet telephony
10 7
online matrimonial ad search
0
Activities done w hile accessing Internet

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

thank you
Agency Contact:
- Palal Bhattacharjee
- Anupam Asthana
- Vikram Balyan

Cyber Cafe Audience Profiling Nielsen 2009

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Cyber Café Audience

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

90% of the audience in Cyber Cafes is Male

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

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

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

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

52% of the audience is Graduate or Post Graduate

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

50% of the audience accessing Cyber Cafes is SEC A

More than 75% of the audience is SEC AB

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

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

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

Nearly 60 % takes decision for buying Household durables.

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

Personal Computer Ownership is highest amongst Café Audience.

Camcorder / Handy Cam 17%

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

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

Play station / X box 9%

Ipod / Mp3 player 39%

Mobile phone 91%

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

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

80% of Café audience owns a 2 Wheeler

Motor Cycle 56%

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

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

47% of Café audience owns a Debit Card

Credit Card 22%

Debit Card 47%

ATM Card 59%

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

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

At an average individual visiting cybercafé visits:

1.5 1.5 1.5 1.5

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

download music / movies

60 online ticket booking

40 banking transactions (like checking account balance,

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

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

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

1. Predominantly Male audience

2. From highly affluent Households

3. Young & with High Education levels

6. Seasoned internet users in Cyber Cafes

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

Confidential & Proprietary. Copyright © 2009 The Nielsen Company

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