Live Media releases extracts of IMRB Study: Indicates a noticeable Shift in People towards out-of-home Activities

LiveMedia today released extracts of a study done for it by IMRB last year which shows that people are spending increasing amount of their time out-of-home especially in places like Restaurants, Cafeterias, Gymns and Salons. The study showed that while 38% of the respondents said they visited a restaurant at least once a week currently, only 11% of these respondents said that they visited a restaurant at least once a week five years back thereby clearly indicating that there has been a close to four times surge in the number of people visiting restaurants in the last five years. Similarly the number of respondents visiting a Gymn has increased from 4% five years back to 12 % when this survey was conducted.

The report further said that there has been a noticeable shift in the out-of-home activities. People who never visited cafeterias, fast food joints, salons , gyms, multiplexes and gaming arcades are now frequenting them. Urbanization is on the rise and this has made consumers more outgoing. This is an indication for advertisers to perhaps revisit their out-of-home communication plans and align them to the daily activities of the consumers, said the IMRB report.

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