During Dec 28th 2008~Jan 4th 2009, we ran an interactive flash survey on iCabTV to obtain an accurate gauge of the taxi passengers profile in Singapore. Amazingly, over 30,000 passengers took our interactive survey and we would like to share with everyone on the results of the survey. The survey is quite simple, we 1st show a "Touch to Begin" button on iCabTV to prompt the passenger to take the survey, the passenger will then be guided through a series of questions on the screen to input information such as gender, education, age group of the passenger. Upon completion of the survey the passenger will be shown a SMS call-to-action for a chance to win a pair of movie tickets. Here are the results of the survey:
Some of the key interesting facts of iCabTV viewers:
1) 56% of our iCabTV viewers are male
2) 78% taxi riders are local vs. 22% tourists
3) 89% of taxi riders are between ages of 15~44 which represents a very high-spending group of audience
4) 78% of taxi riders has at least GCE O/A level education, a huge 35% of taxi riders holds an University Degree
5) 54% of taxi riders makes at least SGD$50,000/annum salary
6) 74% of taxi riders do not own a car
7) 75% of taxi riders takes taxis less than 3 times a week
What we have here is a real and up-close view of the profile of the in-taxi passengers in Singapore, imagine any product, services, or brand companies utilizing the iCabTV platform to engage the audience directly and interact with the marketing message.
