The perception which marketers had about cyber cafe audience was that of low purchasing power and less enthusiastic of online commerce but now that seems to have taken a backseat reveals Nielsen survey.
The survey was conducted across eight cities and 3,500 cafés.The Nielsen study was commissioned by Ideacts, the cyber cafe advertising solution provider.
According to the survey:
Age bracket:
Almost 90 per cent of the audience, is male and in the age bracket of 15 to 35 years.
This might hamper cyber cafe advertising targeted at women due to pesky numbers.
Designation:
52 per cent of cyber cafe goers are graduates and post-graduates, though over 50 per cent are students.
This should be a boost for companies targeting young market.
Purchase-decider?
More than 70 per cent of the visitors decide which electronic appliance to buy and nearly 60 per cent which household durables
This goes on to prove the worthuness of cybercafe visitors and their influence on buying decision.
Ownership:
While 61 per cent of them own a personal computer
This number tells that despite owning a pc majority of internet audience surf from cybercafe a point towards low broadband penetration.
Nearly 47 per cent have a debit card and 68 per cent have a savings bank account
This could be goldmine for online commerce and is also driving many sites to accept debit cards along with credit cards.
Benefits of marketing to cyber cafe audience?
- The benefits ranges from higher influence on buying decision to lower age group bracket.
- The cyber cafe audience also has higher purchasing power not anticipated earlier by marketers.
- Lower cost of acquiring customers is also one reason for marketers to look at cyber cafe audience.
- As cyber cafe is used more for researching products ,targeting this market could mean highest exposure to people who influence buying decision.
- The increasing internet penetration and rise in online usage make it a attractive proposition.
Ways of targeting?
Desktop application solution provided by Ideacts or other companies provide marketers to put their advertisements on cyber cafe desktop. These ads ensure that it attracts higher impressions due to their stickiness on desktop.
Companies are also targeting through surveys,banner advertising and other means of offline advertising.
Affilate marketing by giving commission to cyber cafe owners for selling products is also in works.
The cyber cafe advertising is also attracting local businesses and as such allows geo targeting of advertising campaign.
This study would definitely help attract more advertisers and change their perception towards cyber cafe audience. The entry of Reliance–ADAG and companies like Ideacts would definitely make it a organized market
