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Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling at OOH Network – Mumbai & Gurgaon.

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Presentation on theme: "Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling at OOH Network – Mumbai & Gurgaon."— Presentation transcript:

1 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling at OOH Network – Mumbai & Gurgaon

2 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Contents Sample Size Achieved Key Highlights

3 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Sample Size Achieved

4 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Sample Size Achieved Residential NetworkGurgaonMumbai Total OOH Locations in Mumbai21116 No. of Locations selected for Research723 Total SS Achieved Projections made to Universe of

5 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Sample Size Achieved Locations Covered in Gurgaon Sample Size Achieved Wellington Estate62 Hamilton Court60 Regency park II60 Carlton Estate61 Trinity Tower62 Princeton Estate63 Windsor court43 Total411 Locations Covered in Mumbai Sample Size Achieved Andheri - Borivili377 Bandra - Juhu75 Byculla - Haji Ali - Lower Parel116 Dadar - Sion167 Mahalaxmi - Tardeo - Worli168 Navi Mumbai79 Powai - Kanjurmarg230 South Mumbai133 Total1345

6 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Description of Groups in Mumbai Location Groups in MumbaiLocations Covered in Mumbai Andheri - Borivili Oshiwara Tarapore Garden, Versova Galactica, Versova Godavari, Oshiwara Tarapore Towers, Versova Kiran Bandra – JuhuManju Mahal (Pali Hill) Byculla - Haji Ali - Lower Parel Phoenix Towers 'A' & 'B'Wing Heera Panna - Haji Ali Dadar – Sion Twin Tower Kalpataru Residency Mahalaxmi - Tardeo – Worli Venus Apartment A-G Lady Ratan Tower Neelkanth Apartment Navi MumbaiNRI Building Powai – Kanjurmarg Great Eastern Garden Condominium A,B,C&D Heritage Tower Coop Hsg Society Ltd Eldora South Mumbai Poornanand (Malabar Hill), Mayflower (Peddar Road), Mitrakunj (Peddar Road), Anand Darshan (Peddar Road), Rajul Towers, Clover Apartment (Cuff Parade)

7 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Key Highlights

8 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Profile of audience in Gurgaon – Male & Female – 53% are males and 47% females – Educated audience – 80% of the respondents are Graduate/ Post Graduate – Proportion of young audience in different age bands – 25% in years and 32% in years – 30% of the audience are middle or senior executives and 17% are students – Very Affluent – 96% of the audience across OOH network in Gurgaon are SEC A – Average MHI of the audience is Rs.35,500/- – 27% of the residents have an MHI of Rs.1,00,000+ – 60% of the respondents live in their own house Through OOH locations in Gurgaon one can reach

9 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Profile of audience in Mumbai – Male & Female – almost an equal proportion of males and females – 13:12 – Educated audience – 78% of the respondents are Graduate/ Post Graduate – Proportion of young audience in different age bands – 18% in years and 30% in years – Higher proportion of the residents are Businessmen/Self employed – 20% as against only 9% in Gurgaon – Proportion of housewives among residents also higher in Mumbai -26% as against 19% – Very Affluent – 96% of the audience across OOH network in Mumbai are SEC A – same as Gurgaon – Average MHI of the residents is higher than that of Gurgaon residents is Rs.47,200/- – 26% of the residents have an MHI of Rs.1,00,000+ – 78% of the respondents live in their own house Through OOH locations in Mumbai one can reach

10 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study Audience Behaviour On an average wait for the lift for about 2.3 minutes On an average, residents move in and out of the building 3 – 4 times a day More than 90% of the occupants visit malls, multiplexes and restaurants Visit Malls and Restaurants frequently – more than 40% go to these places once a week Restaurants and Malls are the places where people in Gurgaon spend maximum time – more than 1.5 hours Only 38% of the respondents visit gyms – average frequency of go to gyms 4.3 times a week On an average wait for the lift for about 2.7 minutes Occupants of the OOH locations in Mumbai move in and out of the building 3.32 times a day on an average Over 94% of the Mumbai residents visit malls, multiplexes and restaurants On an average, people visit Restaurants once a week; maximum people (36%) visit Malls once in 2 weeks Restaurants and Malls are the places (after Multiplexes) where people in Mumbai spend maximum time – more than 1.5 hours Only 40% of the respondents visit gyms – and spend around 80 minutes on working out on an average Gurgaon Mumbai

11 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study OOH audience & OOH screens 91% of the respondents recall seeing OOH screens and of these nearly 96 % recall seeing an ad on OOH screens. On an average, the residents look at screen for 37 seconds 95% of the OOH audience find the TV screen Attractive More than 80% audience would like to hear some music in the ads that are played on the screen look forward to seeing some news updates At an overall level, all the residents recall seeing OOH screens and also recall seeing an ad on OOH screens. The residents look at LCD screen for a lesser duration than Gurgaon residents – 28 seconds on an average 92% of the OOH audience find the TV screen Attractive Like in Gurgaon, more than 85% audience would like to hear some music in the ads that are played on the screen look forward to seeing some news updates Gurgaon Mumbai

12 Confidential & Proprietary Copyright © 2009 The Nielsen Company Residential Profiling study THANK YOU


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