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Audience Profiling of Micro Market Gurgaon, South Mumbai, Andheri & Jogeshwari - Malad

Audience Profiling of Micro Market Gurgaon, South Mumbai, Andheri & Jogeshwari - Malad. Shopping. Micro Market (Composite Presentation). Work. Gyms. Residences. Content. Sample Size Achieved Audience Profile – (Gurgaon, Malad - Jogeshwari, Andheri and South Mumbai)

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Audience Profiling of Micro Market Gurgaon, South Mumbai, Andheri & Jogeshwari - Malad

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  1. Audience Profiling of Micro Market Gurgaon, South Mumbai, Andheri & Jogeshwari - Malad

  2. Shopping Micro Market (Composite Presentation) Work Gyms Residences

  3. Content • Sample Size Achieved • Audience Profile – (Gurgaon, Malad - Jogeshwari, Andheri and South Mumbai) • Audience Behavior in • Shop Section • Work Section • Leisure section • Residential

  4. Sample Size Achieved

  5. Profile of audience in OOH Micro Markets.(South Mumbai, Malad – Jogeshwari, Andheri and Gurgaon) • 58% of the audience are in the age group of 20 – 30 yrs • Most of the Audience are from • SEC A (83%) households • Stay in nuclear families • Hold high work designations • 15% of the respondents are businessmen/industrialist with 10+ employees • Officers/Executives working in the Middle/Senior level (27%) • 87 % own the house they stay in • Regular audience to the medium • 91% of respondents have recalled seeing the OOH screen at the location

  6. SEC 83% on an overall level belong to SEC A Base: 1904 492 593 361 458 Base - All respondents : 1904

  7. Age Average Age is around 28 years. Base: 1904 492 593 361 458

  8. Recall of OOH Screens at the location At an overall level more than 90% have recalled seeing an Out of Home Screens at the locations Base: 1904 492 593 361 458 Base - All respondents : 1904 Base - All respondents who recalled OOH screens at this location

  9. Audience Behavior

  10. OOH audience in In-Store Network • Mostly go shopping with • Friends • Family Members • Frequency of going Shopping is once in a week (41%). • Average time spent on Shopping • Weekday 1 hour 31 minutes • Weekend 2 hours 25 minutes • Waiting time near Elevator/ Escalators is 1 min. • Short creative to make an impact on these audience

  11. OOH audience in WORK Network • Audience exposed to OOH network - Work • Employees – 59% Senior executive • Waiting time near elevators is around 2.32 mins • Creative should be effective in capturing the attention of this audience in this short span of time. • On an average they move in and out of the office 2.84 times a day • increases OTS !

  12. OOH audience in LEISURE Network • Frequently visit • Frequency of visiting Multiplexes is once a week. • Waiting Time • Audience in multiplexes spend around 1 minute near escalator/elevator • Audience in multiplexes spend around 2.59 mins near Washroom.

  13. OOH audience in Residential Network • 95% SEC A Households  Premium Audience • More than 85% Stay in their own house • Regular and continuous audience • 80% stay in a nuclear family. Waiting Time • Audience spend around 2.21 mins near escalator/elevator • On an average they move in and out 2.83 times a day • increases OTS !

  14. OOH audience in LEISURE Network – Gyms /Health Clubs • Health Conscious audience • Visit gyms and Health clubs regularly (46%) • Average time spent in a Gym • Weekday 1 hour 42 minutes • Weekend 2 hours 23 minutes • Waiting time is around a minute (58 seconds) near lift and 2.81 minutes in the washroom

  15. Thank You

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