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Residential Profiling at OOH Network – Mumbai & Gurgaon

Residential Profiling at OOH Network – Mumbai & Gurgaon. Contents. Sample Size Achieved Key Highlights. Sample Size Achieved. Sample Size Achieved. Sample Size Achieved. Description of Groups in Mumbai. Key Highlights. Profile of audience in Gurgaon.

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Residential Profiling at OOH Network – Mumbai & Gurgaon

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  1. Residential Profiling at OOH Network – Mumbai & Gurgaon

  2. Contents • Sample Size Achieved • Key Highlights Residential Profiling study

  3. Sample Size Achieved Residential Profiling study

  4. Sample Size Achieved Residential Profiling study

  5. Sample Size Achieved Residential Profiling study

  6. Description of Groups in Mumbai Residential Profiling study

  7. Key Highlights Residential Profiling study

  8. Profile of audience in Gurgaon Through OOH locations in Gurgaon one can reach • 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 21-30 years and 32% in 31-40 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 Residential Profiling study

  9. Profile of audience in Mumbai Through OOH locations in Mumbai one can reach • 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 21-30 years and 30% in 31-40 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 Residential Profiling study

  10. Audience Behaviour Mumbai Gurgaon • 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 • 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 Residential Profiling study

  11. OOH audience & OOH screens Mumbai Gurgaon • 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 • 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 Residential Profiling study

  12. THANK YOU Residential Profiling study

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