Internet AQ
The Internet audience was growing rapidly. Marketers started realizing its potential but there were no metrics to back our claim. There was no way clients would scale up their activities on the web unless they saw a scientific measure for Return on their Investment.
Since there is no internationally reputed third party research on the Internet scenario in India, we developed the Attractiveness Quotient based on tools used to benchmark television and print media, viz. NRS and IRS. This gives an apple to apple comparison on consumption patterns and buying propensity between the Internet consumer and his offline counterpart. The result threw up some startling results. The comparison is between All Adults SEC AB: Wired vs. Unwired.
WHAT'S COOKING GOOD LOOKING? |
Attractiveness Quotient |
| |
SEC |
SEC AB |
SEC AB |
Attractiveness |
AB |
Wired |
Unwired |
Quotient |
0%
down |
0% down |
Index |
0% down |
Index |
Wired |
Unwired |
| AC |
|
|
|
|
|
|
|
| Premium |
1.66 |
6.05 |
365 |
1.32 |
80 |
4.59 |
|
| Non Premium |
2.67 |
9.03 |
338 |
2.18 |
82 |
4.14 |
|
Non Premium |
|
|
|
|
|
|
|
| MUSIC SYSTEM |
|
|
|
|
|
|
|
| Premium |
5.56 |
16.81 |
302 |
4.73 |
85 |
3.56 |
|
| Non Premium |
5.95 |
13.64 |
229 |
5.43 |
91 |
2.51 |
|
| |
|
|
|
|
|
|
|
| MOBILE PHONE |
|
|
|
|
|
|
|
| Premium |
1.81 |
9.81 |
541 |
1.18 |
65 |
8.31 |
|
| Non Premium |
0.69 |
3.57 |
515 |
0.47 |
67 |
7.67 |
|
| Do Not Own |
97.51 |
86.78 |
89 |
98.36 |
101 |
- |
1.13 |
| |
|
|
|
|
|
|
|
| BIKES |
|
|
|
|
|
|
|
| Premium Bikes |
2.98 |
4.83 |
162 |
2.70 |
91 |
1.79 |
|
| Non Premium |
19.96 |
23.98 |
120 |
19.37 |
97 |
1.24 |
|
| Any Bike |
22.94 |
28.82 |
126 |
22.07 |
96 |
1.31 |
|
| Non Bike |
77.06 |
71.18 |
92 |
77.93 |
101 |
- |
1.09 |
| |
|
|
|
|
|
|
|
| CARS |
|
|
|
|
|
|
|
| Premium Cars |
0.67 |
1.81 |
273 |
0.50 |
75 |
3.66 |
|
| Non Premium Cars |
10.02 |
23.36 |
233 |
8.05 |
80 |
2.90 |
|
| Any Car |
10.69 |
25.18 |
236 |
8.55 |
80 |
2.95 |
|
Non Car |
89.31 |
74.82 |
84 |
91.45 |
102 |
- |
1.22 |
