ITV

Tag: SEC A

  • TV also for info, 62% kids feel & 50% access Net independently: Kantar IMRB

    MUMBAI: In an attempt to delve deep into the Indian kid’s market and understand their interaction with their environment, Kantar IMRB has launched its annual property KidScan.

    The study draws up a holistic report on how kids consume brands – with a special focus on food, beverages and related categories. A segment on how media is consumed – with a special focus on television and emerging media also forms an integral part of the study. It also unearths the level of peer influence and its implications on the kids’ purchase & consumption, their ambitions, key drivers and barriers to choice, lifestyle, the amount of pester power they yield, parental pressure and much more. In a nutshell KidScan serves the purpose of a handbook for marketers relevant to the space.

    The quantitative study combines innovative approaches utilizing both face to face and self-filling questionnaires. The findings are derived from a robust sample size of 2500 kids in the age group of 5 years- 14 years and an equal number of parents, belonging to New SEC A, B & C households, spread across 14 cities in the country.

    The study also highlights the real time record of kid’s regular activities and analyzes the communication conundrum to get the brand message across. This study shows that kids act as brand consultant for categories that are targeted to them as well as for big ticket brands operating in categories like consumer electronics, automobiles, etc.

    To better understand the kids’ views on the outlook for retail industry, this study shares some insights like 69% of the kids thinks it is important to wear latest fashion. It also breaks the clutter in the market which helps brands to deliver the target message across.

    The study also seeks to understand the product trends of different industries. Advertising also plays a huge role to shape kids’ preferences and influence them to buy brands. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice. Same goes for the Digital and Television categories, where 62% of the kids feel that TV is not only for entertainment but also a source of information. For example, 63% of the kids watch English channels to improve their English. The study found that in Digital category, 17% of the Kids who use internet, have accounts on Facebook and they mostly use Facebook for Chatting (15%) and 55% of internet users feel internet is a close ‘buddy’.

    With the ability to demonstrate how kids act as brand consultants / active agents, Kantar IMRB’s KidScan is a marketers’ minefield of information.

    Key Learnings

    1. Wearing Latest Fashion is Important for 69% of the Kids
    2. Deciding what to wear evokes a feeling of confusion in 41% of the kids
    3. 62% of the Kids feel that TV is not only for entertainment but also a source of information
    4 77% of the Kids feel that it is important to save money for the future
    5. 1 in 2 Kids access Internet without anyone’s help
    6. 4 in 10 kids watch serials even when their mother is not watching
    7. 63% of the kids watch English channels to improve their English
    8. Kids spend 48 minutes on an average school day and 60 minutes on a holiday using a mobile phone/tablet
    9. 63% of the Kids spend their pocket money on biscuits
    10. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice

  • Mumbai leads STB penetration, SEC A early adopters: Tam

    Mumbai leads STB penetration, SEC A early adopters: Tam

    MUMBAI: Of the three metros, Mumbai leads in Cas (conditional access system) adoption with a 25 per cent penetration in set-top boxes (STBs), according to a study by Tam.

    While Mumbai has 139000 subscribers buying STBs on a Cas home of 548000, Delhi has a 14 per cent penetration with 97000 out of 676000 homes opting for boxes.

    Kolkata is a clear laggard with a 10 per cent penetration, indicating significant differences in offtake across the three metros. Out of 409000 homes, 41000 subscribers have gone ahead and bought boxes.

    “Of the 1.63 million homes covered by the Cas footprint, 277000 homes had taken up a STB/DTH connection to access pay channels. Pay TV homes amounted to 17 per cent of the Cas-mandated area,” the study said.

    In the first week of January, Tam commissioned AC Nielsen to conduct a ‘Pay TV Homes’ estimation study in the Cas-mandated zones of Mumbai, Delhi and Kolkata. The fieldwork periods were 12-16 January in Mumbai, 11-15 January in Delhi and 11-16 January in Kolkata. The fieldwork mid-point was 14 January, Tam said.

    Tam further divided the zones into 100 sampling nodes, ensuring “adequate geographical coverage.” It conducted face-to-face interviews using a structured questionnaire. The interviewee was the decision maker pertaining to cable subscription. The sample size was 2250 respondents (750 per city).

    According to the study, an additional 198000 homes claimed to have subscribed but are awaiting installation of ‘pay TV services.’The ‘under served’ segments included 109000 (20 per cent awaiting installations) in Mumbai, 43000 (6 per cent) in Delhi and 46000 (11 per cent) in Kolkata.

    “Cumulatively, 475000 homes had subscribed comprising 29 per cent of the Cas-mandated homes,” the study said.

    There are 7.96 million cable homes across the three metros with 1.63 million (approximately 21 per cent) falling under the Cas-mandated zones. Mumbai has 3.25 million cable homes while in Delhi it is 2.61 million and in Kolkata 2.1 million.

    The highest offtake for the boxes is in the SEC A strata of Mumbai. Interestingly, the response by Mumbai’s SEC C is nearly on par with those from SEC A residing in Delhi and Kolkata There is zero demand from SEC D/E in Kolkata. “The offtake levels vary significantly across markets even at a SEC level. The highest offtake is observed in the higher SEC and it declines as one comes down the SEC ladder. Owing to the pre-dominant non-responsive lower SEC, the offtakes seem to have got dampened significantly,” the study pointed out.

    Despite low offtake in Kolkata, consumer awareness appeared to be higher than in Delhi and Mumbai. Consumers residing in Delhi appeared to be the least aware.

    While consumer awareness has significant ground to cover, price remained the pre-dominant reason for subscribers preferring to decide in favour of free-to-air (FTA) channels.