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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
Chennai Delhi Hyderabad Mumbai Pune
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
Chennai Delhi Hyderabad Mumbai Pune
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
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