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31.10.2019

Internet club: portrait of the target audience

Who comes to computer clubs today, what they are looking for, and how to inspire people to come to your place in the age of the pervasive Internet, play and most importantly – to return. Know your guests, and you will be able to make sure that these people will bring you money for a very long time.

The first thing you need to know about an average client – it's a man under 30 years old. Female gamers, contrary to the common stereotype, also exist, but often avoid computer clubs. Despite another stereotype that the most enthusiastic players are school-age guys, about 75% of the players are young people over 20, students working part-time in offices or in jobs that do not require special qualifications. Nevertheless, the majority of them receive higher education, and, in the long run, will join the ranks of office workers, programmers or a number of creative professions.

Despite the fact that the daytime activity of people is higher, the most active players go to computer clubs in the evening and at night. Owners of Internet cafes agree that often at night there are not enough free cars, so offer your customers the opportunity to book computers in advance.

The second popular type of client is a person who comes to the computer club to work, urgently check or send mail, print something. At the same time, such a client does not always know computers well – for example, single grandmothers who want to contact their children or grandchildren via Skype. Such clients should not be neglected – firstly, the importance of business reputation is not canceled, and you do not need bad word of mouth, and secondly, when they see that they were willing helped, such clients will be happy to come back, precisely because the managers in the clubs, for the most part, are lazy to help clients.

How are clients distributed as a percentage? 60% of visitors still come to play, while 40% need access to the Internet or any program. Considering the specifics – and players tend to be quite noisy – it makes sense to divide your club into several zones. People who are interested in the work, do not need the same powerful computer as gamers.

Keep in mind that the main income of a computer club is brought by regular clients who come back to play time after time and again, and, preferably, bring their friends. Therefore, in addition to informing the audience, your task is to ensure the loyalty of users. This is the easiest thing to do when you buy it. Be sure to create a loyalty program in your club, which will offer the user a cumulative discount depending on the number of his visits. If you have a network of clubs – make sure that the user has access to the discount in any of the clubs.

Another useful feature if you're worried about expanding your customer base is unique services. A PC literacy school, a training base for esports or simple printing services will help you increase your income.

Please note that the most problematic guests may be underage users, in particular schoolchildren who are skipping classes. According to current legislation, the school is responsible for them during school hours. If, however, they are sitting in a computer club during classes and have an accident at the same time, the relevant authorities may have questions about the owner of the institution, which can lead to a variety of problems, up to and including the revocation of the licence. In short, it is at your own risk that you will have to make the decision to let children into the club during school hours. It is unlikely that this will be fraught with major trouble for the computer club, but if it does, you will definitely get nervous.

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