Out-of-Home Media (India) Pvt Ltd and The Nielsen Company have released the findings of the residential research conducted across locations in Mumbai and Gurgaon. The research is an extension of OOH Metrics, the first ever research on digital out-of-home media in India released last year.
With changes in the social trends, consumer lifestyle and media fragmentation, OOH TV has emerged as the medium of the future. This medium communicates in a non-intrusive manner to the Indian consumers in out-of-home locations, where they have started spending a considerable chunk of their personal/ work time. In a nutshell, this medium reaches out at various touch points in the 24-hour media cycle or in a day in the life of the consumer. And while the OOH TV media industry has grown considerably within a span of two years in terms of business, there was a conspicuous lacuna to measure reach of the medium as well as profile of the audience.
The residential research covers a sample size of over 1,700 in 30 locations where OOH screens are present. The research was conducted in last quarter of 2008. The study comprises out-of-home lifestyle of the audience, audience profiling of Mumbai and Gurgaon, and insights on audience behaviour.
Key highlights of the research are frequency of visits. The highest average frequency for visiting a location is for gyms – five times a week. 48 per cent of the residents in Mumbai across areas visit restaurants once a week. 36 per cent occupants visit malls once in 15 days. The time spent and average time spent is highest for multiplexes – more than three hours. More than 45 per cent spend 1-2 hours in malls and restaurants. On an average, people spend more than an hour in bookstores, gyms and beauty parlours.
The findings of the research captures the major shift in lifestyle that is taking place in urban India, with people increasingly spending more time outside their homes, in places like malls, multiplexes, gyms, restaurants, etc. For advertisers, this creates new challenges, since traditional media may be falling short in reaching out this target group.
According to Niloufer Dundh, Central Sales Officer, OOH Media, “The residential research will help media planners and advertisers understand the out-of-home lifestyle of their target audience. The need of the hour is out-of-home TV, which has to be an integral part of the media plan of any advertiser to get the desired results.”