In first-of-a-kind survey launched by Nielsen, some very Interesting statistics have been revealed about certain Lifestyle habits of affluent Indians.
The Nielsen Upper Middle and Rich (UMAR) survey looks at Rich Indian’s Media consumption habits, their gym memberships, shopping habits frequency of spends, and consumption of various FMCG categories.
Who are Affluent Indians?
The survey looked at various parameters such as employment of domestic help (maid/driver, holiday trips abroad, dining out habits, Laptop/Desktop ownership, Air-Conditioner, Car, Television, Microwave, Washing Machine, and number of family members with internet connection at home and the type of connection used.
Based on above parameters, there are total of 25 Lakh affluent households in India, out of which
The UMAR Survey also released its list of top 10 most richest cities in India. Now, I had published a list few days back listing down the top 10 richest cities in India, however they were purely based on income of people living in that city. Whereas, this list defines ‘affluence’ based on lifestyle and consumer durables’ ownership of a household rather than monthly income, education, etc.
The Top 10 Affluent cities in India
- Greater Mumbai
Here are some highlights of Affluent Indians:
- Six in ten affluent households are nuclear families.
- 25% affluent households have elders at home
- More than 50% of the households have more than one earning member
- 90% affluent individuals own a house
- 75% of them have a fully automated washing machine
- 40% affluent individuals have a home theatre and modular kitchen
- English is their preferred language for Newspaper
- Television is consumed more in regional languages
- 90% affluent individuals watch Television and nearly 75% read English Dailies
- More than 60% watch movies outside home
- More than 50% use Internet at home
- More than 60% individuals do not read magazines
- 30% affluent individuals visit a parlour or spa once a month.
- 80% of affluent individuals go out for meals frequently
- 90% shop at Modern Retail stores and Shopping Malls.
Interestingly the survey states that economic slowdown has not impacted the spending habits of affluent individuals.
What I found really interesting was that although English is the preferred newspaper consumption language, affluent Indians watch Tele more in their Local languages :)
Some great insights there…