Synovate survey shows India's elite splurge on luxury and technology - but fitness is catching on
16 10月 2006
INDIA — Synovate, a leading global market intelligence company, today released information from the 2006 Synovate PAX media survey that showed India's affluent spend on goods and products that make a personal statement – so, it's essentially designer clothes, jewellery and digital products like digital cameras / DVD players for them; and adopting various fitness methods.
The Synovate PAX survey tracks media, prosperity and influence in eleven markets across the Asia Pacific region - Singapore, Hong Kong, Korea, Malaysia, Thailand, Indonesia, Philippines, Taiwan, India, Australia and Japan.
The results for 2006 show that India's elite residents are being choosy about what they spend on.
Synovate Global Head of Media, Steve Garton, said that the affluent of India are spending on quality contemporary products, doing more of leisure travel, turning sporty and battling the bulge.
"If we look at the purchase intentions of affluent Indians, buying a new car is at the top of the shopping list followed by state-of-the-art electronic products like LCD / plasma TVs and Laptops / Notebooks."
"Interestingly, as noticed across the Asia-Pacific region, India too sees a substantial increase in leisure and pleasure activities – elite Indians have become more outdoor focused with cinema, music concerts and sports all consuming a major chunk of their time," he said.
The Synovate PAX survey allows marketers to get a full picture of India's affluent consumers – what they watch, read, buy and how they feel about advertising and branding – enabling them to more accurately target their marketing efforts.
Some India-specific product and service ownership, purchase intention and lifestyle facts covering the twelve months to June 2006 are:
- India's affluent have shown an increase in their leisure travel. During the year affluent Indians who took one or more leisure trips increased by 16% from 3.2% to 3.7%; the number of people taking three or more leisure trips saw an increase of a whopping 200% from 0.1% to 0.3%.
- India's elite owning handheld PCs or personal digital assistants (PDA) has seen a jump from 3.2% to 6.7% - growth of 109%
- Ownership of mobile phones with internet access has grown from 12.3% to 13.7%
- India has shown growth in ownership of digital still cameras and digital video cameras – both have grown over the last year to 16.5% and 14.3% respectively
- The ownership of LCD or plasma televisions has grown from 1.7% to 3.5% - an impressive106% increase
- Elite Indians are showing a higher ownership of DVD Players – up from 25% to 35.7% – a robust 43% growth
- The yo-yo effect of the stock market this year shows the number of affluent Indians dabbling in stocks / securities or bonds, has come down by a large degree – showing a decrease from 14.3% to 10.7%
- Ownership of luxury goods has seen an increase from 15% to 19%. Those who own luxury jewellery (US$500+) now stands at 17% of affluent Indians.
- India's affluent are increasingly turning health conscious and fighting obesity to the hilt. Those jogging / walking has seen a 120% increase. Those hitting the gym has jumped by 300% - 0.1% to 0.3%. And those taking to swimming - has gone up from 0.4% to 1.4% - a 250% rise.
- Golfing has also experienced significant growth among elite Indian residents. There has been a healthy 200% increase in those who watch or play golf – from 0.3% to 0.9%.
Synovate PAX also delves into people's attitudes to brands and advertising via a series of psychographic statements. Some of the findings for India were:
- Trust in advertising has grown by 4% over the PAX period and 28% of India's affluent now agree that they have great trust in products they have seen advertised
- Affluent Indians enjoying the fun of shopping has fallen to 48% from 58% earlier on
- India's fascination with all things designer may be fading with a 19% decrease in the number of people agreeing that they prefer to buy designer goods and brands to 32.5%
Notes to editor
- Unless otherwise stated, the data compared is from Q2 2005 to Q2 2006.
- Other media releases and fact sheets are available with further information about media, attitudes, brands, lifestyle, high-end product ownership and the future purchase intentions across the region.
The available releases and fact sheets are called:
- Synovate PAX - Ten years of Asian consumption
- A decade of digital
- Singapore affluent on the rise
- Hong Kong affluent tuning in and toning up
- Synovate PAX Q2 2006 regional media reach
- Media habits, attitudes and lifestyle of affluent Asians
- Comparing Asia's elite
Contact(s) for this press release
|
Madhurima Bhatia
Senior Manager PR, India |
|
|
Tel: +91 981 120 6662 |
|
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,400 staff across 62 countries.
For more information on Synovate visit www.synovate.com.