69% of all railway travellers own smartphones: Ground-breaking survey reveals.
This report aims to shed valuable insights and observations on who the suburban traveller is and how both the Railways and its travellers have evolved.
Bangalore, 20th June 2019: Vyoma Media, the country’s leading out of home digital solutions company, today unveils a ground-breaking study titled ‘An Audience You Can’t Ignore’. The study, which is the most comprehensive insights report to date on the everyday railway traveller, highlights a number of preferences and trends that can be seen daily among this vast travelling population.
The report, in which over 25 crore journey details and 50,000 passenger touchpoints were analysed makes for an all-encompassing definitive guide to the sentiments of the everyday suburban traveller. From the surge in the daily number of people who are travelling by the railways, their travel patterns, purchase intent and search preferences; the report illustrates how both the railways and the suburban commuter have evolved and grown over the years.
The insights, which were collated across Mumbai, New Delhi, Bangalore and Hyderabad, will help marketers and brand owners understand this diverse and vast target audience. Current estimates show that over 30 million people travel by the railways on a daily basis across the country.
Specific findings such as a whopping 83% of all travellers use the railways for short distance travel, 37% of all passengers are women and over 69% own smartphones are just some of the game changing observations. In addition, as families are becoming nuclear, distinct search trends such as Financial Investments, Education, Health and Fitness, E-commerce and Real Estate top the charts which reflect an aspirational society that believes in financial security, family well-being and the obvious emergence of digital as a means to access information.
Furthermore, we get to know that travellers are looking for investment products in the morning while their interest shifts to job portals in the evenings. Mumbai and Hyderabad have the highest number of travellers in the 20-35 age bracket which is reflective of the high suburban travellers. On a granular level, individual station ticket data also helps us understand the top 5 destinations commuters are going to and coming from. Peak and non-peak travel times are also featured and bring up some interesting observations especially in Bangalore where the peak travel time is mid-afternoon. Data touchpoints relating to the auto sector also revealed that there is a growing aspiration of owning a car which coincidentally came at the back of Auto Expo and a number of car launches last year.
Commenting on the launch of the report, Shriranga Sudhakara, Founder and Managing Director, Vyoma Media said, “This is the largest audience defining survey on the Indian Railway traveller ever done. Having analysed over 25 crore data points over the span of 6 months the sheer magnitude of the data indicates how brand conscious and aware the daily suburban traveller is and the untapped potential of this vast audience. We can now build a persona of the suburban traveller who are clearly upwardly mobile and spend more time on the go.
Rohan Srinivasan, Chief Marketing and Communications Officer, Vyoma Media said, “ This ground-breaking survey brought up a number of insights that not only dispel current perceptions but also highlight the opportunities that are associated with the Indian railways. Our findings, clearly illustrate a huge aspirational audience that brands should be engaging with and reaching out to.
About Vyoma Media
Vyoma Media started with the intention of captivating audiences on the move and enable brands to converse with their customers in the out of home space. Since its inception, Vyoma Media has quickly grown to become India’s leading out of home digital solutions company. With an audience reach of over 130 million a month, the company has progressively strived to integrate technology and creativity to turn brand awareness into engagement and adoption.
Vyoma Media currently operates across 17 states in India with its 2100+ smart digital displays located across 400 railway and metro stations.
Built on the foundation of providing highly visible content and effective reach, Vyoma Media’s platform backs it up with real time monitoring, social media amplification, measurement and intuitive audience insights which enables brands to shape their customer journey and keep them relevant at all times. Vyoma Media has been successful in delivering performance-based impact to their client partners across a number of sectors.
A few of Vyoma’s key clients include Google, Maruti, Xiaomi, Garnier, Godrej, Raymond, L’Oréal Paris, Amazon, MasterCard, ITC, Hindustan Lever, LIC, BSNL, Vodafone, Airtel, Virgin Mobile, Apollo Hospitals, India Today, Colors, Sony Pictures, Air Asia, GSK, Cambridge Apparels, Sri Sri, Central Bank of India, Incredible India, TVS, Karnataka Tourism, IRCTC, Uber, Viacom 18, Asian Paints and Ministry of Rural Development to name a few.
———————–
For more information and to get exclusive access the report please go to: www.vyoma-media.com
OR
Contact:
Rohan Srinivasan – rohan@vyoma-media.in, 09611 333266