Chennai-based market research firm Kaybase has embarked on a study of the lifestyle of IT and ITeS professionals across Indian cities, beginning with Thiruvananthapuram. The study encompasses media habits, spending habits, purchase plans, ownership and investments, and reveals that the IT segment in Thiruvananthapuram relies as much on Malayalam dailies as it does on English publications for its daily news.
Elaborating on the study, R Ashok, CEO, Kaybase, said, “The fact is that people employed in IT and ITeS companies deserve to be treated as a market segment by themselves. They satisfy all the criteria for this – they are very affluent, they are ready to spend, they are reasonably homogeneous across different towns, and, within a city, they are to be found in specific geographic clusters. At the Thiruvananthapuram IT park for instance; the combined monthly salary of people employed there is in excess of Rs 5 crore.”
Kaybase intends to carry the research forward across the Southern cities of Chennai, Bangalore, Hyderabad and Cochin, before March 31, 2006, and move north to cover Pune, New Delhi and Mumbai thereafter.
“The TV channels watched seem to be mainly Malayalam channels – Asianet, Kairali, and Surya. India Vision is another popular channel. Among other languages, AXN is the most popular, along with HBO. Interestingly, Pogo and Cartoon Network are also watched by quite a few,” explained Ashok, on the findings from research with the Thiruvananthapuram IT Park sample of 300 respondents. This 300 was an equal split between IT and ITeS professionals.
The study also reveals that a fifth of the total monthly income was spent on entertainment and leisure – eating out, movies and the like. This figure did not include purchase of accessories. The study further shows that 40 per cent of the respondents spent more than Rs 1,000 each month on entertainment and leisure.
“There has been a lot of interest in the study from the media community as a whole, including planners, buyers and media houses. Besides that, even a university in Kerala has approached us with a request for further study, this one more specific and targeting those with two to 10 years’ experience in IT or ITeS. The idea is to stimulate interest on the subject of this vast IT segment,” added Ashok.
The Kaybase team includes associates drawn from diverse fields, including market research, CRM, and brand management.