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Cyber cafe users are target group for marketers

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CIOL Bureau
New Update

BANGALORE, INDIA: Cyber cafe audience are influential target group for marketers in India, says a recent survey report from Dutch-American media conglomerate Nielsen Company.

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The survey, which was conducted across 3500 cyber cafés in the top 8 cities in India, indicates the untapped potential of interactive brand promotions through desktop advertising in cyber cafés, said a press release.

The survey methodology involved interviews administered online to twelve thousand users. The survey results stated that 65 per cent of cyber café users polled were in the age group 15-24 years.

Along with the 25-34 year olds, the young adults made up to 90 per cent of the audience in a cyber café, the release added.

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“Not surprisingly, the survey revealed that a sizeable section of Cyber café users are young adults,” said Palal Bhattacharjee, associate director, The Nielsen Company said.

“This holds multi-layered implications for savvy marketers targeting this segment which is highly influential when it comes to purchase decision-making as well as purchasing power across several product and service categories.”

Bhattacharjee commented, “This audience profiling clearly indicates that cyber cafés should comprise a significant part of the media plan for marketers and advertisers who want to reach out to this segment.”

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He added that the information needs of this audience are high - e-mailing and information search are their top two activities within a cyber café.

Additionally, they are connected – PCs are the most common consumer durables owned by this category and 91per cent own mobile phones.

Predictably, 50 per cent of Cyber café visitors are students but another 40 per cent are employed. 50 per cent of them are from SEC A and have a significant presence in OOH environments like gyms, restaurants, multiplexes and coffee shops. Significantly, more than 75 per cent of them are from SEC AB, the release said.

This survey was conducted by the Nielsen Company in collaboration with Ideacts Innovations with a view to ascertain the relevance of cyber cafés for advertisers and provide marketers a better perspective while designing their marketing and promotional programs to cater to a defined target audience, the release added.

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