|
5 February 2007
Mumbai, India
Business managers and senior executives of today’s fast- developing Indian companies are the most sought after targets for marketers who increasingly need to understand this group of decision makers’ media consumption and product/service usage.
According to the latest round of the ACNielsen Corporate Decision Makers (DMS) Survey 6, listenership of radio by CDMs almost doubled in 2006, with 72 percent tuning in, up from 38 percent last year, while the average number of television channels watched declined from six to four, and time spent on their most preferred news-based programs also decreased significantly.
“The media space today is extremely cluttered. For this upwardly mobile group, who are consistently bombarded with information, one need to cater to their needs with very specific programming. The increase in radio listenership is in line with the amount of time this group spends in their cars,” said Rajshree Dave, Director, Customized Research, ACNielsen India.
“It is also interesting to note that along with News channel, CDMs prefer to spend a similar amount of time watching movies.”
In terms of print media, The Times of India is the most read general interest daily, with a 72 percent average issue readership in 2006. The Times of India maintains its lead across all metros except Chennai. Once again, Economic Times maintains its leading position as the most read business daily for its “Average issue readership” followed by Business Standard and Business Line.
ACNielsen CDMS 6 is a yearly study designed to understand the media habits and lifestyles of today’s “Corporate Decision Makers”, an influential segment with highly aspirational lifestyles and unique media consumption habits. As with previous studies, the CDMS 6 is conducted among senior executives designated as General Managers and above across the top 500 listed private sector companies, the 100 top public sector companies and 100 leading financial sector companies including banks, merchant bankers and foreign institutional investors (FII) etc.
It’s worth noting that Corporate Decision Makers’ access to the Internet increased from 81 percent in 2005 to 98 percent in 2006. 98 percent use the internet to check office emails, closely followed by personal emails (95%) and information search (59%). CDMs are increasingly showing interest in online transactions, either booking online air tickets (38%), railway tickets (24%) or online share trading (15%).
“In the corporate echelons, the internet is becoming one of the most attractive media, because of its speed and ability to keep people connected wherever they are. It won’t be long before the Internet is the primary medium for all communications, and features at the top of any media plan,” added Dave.
As India emerges as one of the world’s fastest-developing economies, the amount of travel by CDMs also increased. In 2006, the number of domestic trips taken by CDMs doubled in comparison to international trips, with Singapore emerging as the most preferred destination for business (31%) and leisure (21%) among India’s CDMs.
When it comes to financial products and services, ICICI Bank tops the ‘most preferred bank’ ranking among the corporate elite. The younger corporate decision-makers also rate ICICI Bank as ‘the most popular bank’ for net banking and credit cards. Insurance (89%) ranks as the most preferred investment option, with the majority (56%) also investing in risk bearing instruments like stocks and equity.
ACNielsen CDMS also captures profiling information in terms of product ownership and lifestyle behavior. Amongst CDMs, a fascination for high end durables is also evident. Convenience-related items rank highly, with PC/Laptops having the highest ownership (for 97%) followed by Microwaves (88%) and Digital Cameras (78%).
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), business publications (Billboard, The Hollywood Reporter, Adweek), trade shows and the newspaper sector (Scarborough Research). The privately held company has more than 42,000 employees and is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit, www.nielsen.com.
# # #
Back to Top
|
