Indian survey shows young audience,high Recall

by Barnaby Page, editor - 13th Oct 2008


The audience for digital out-of-home in India’s big cities is young, well-educated and remembers the screens they see, according to new research conducted by Nielsen for network owner OOH Media.

Surveying 14,574 consumers in 175 locations over several months, the researchers found 60 percent were in socioeconomic class A and a similar percentage were university graduates or equivalent. About 70 percent were aged 20 to 34.

Perhaps most significantly, 90 percent recalled seeing OOH Media’s out-of-home digital displays.

The company operates about 5500 LCD screens in public places, concentrated in Delhi and Mumbai. The research also covered OOH Media locations in the cities of Bangalore, Chennai, Hyderabad and Pune.