Affluent Indians splurging to upgrade quality of life: Synovate

MUMBAI: Synovate has released data from the Pan Asia Pacific Cross Media Survey, which was conducted in order to give an insight into the lifestyle and spending habits of affluent Asians.

The survey showed a rise in wealth, product and service ownership and improvements in lifestyle across India's affluent residents.



The agency tracked ownership and buying habits of the elite in order to help media organizations and agencies make savvy advertising and marketing decisions.

The Synovate PAX survey tracks media, prosperity and influence in eleven markets across the Asia Pacific region - India, Hong Kong, Korea, Malaysia, Thailand, Indonesia, Philippines, Taiwan, Singapore, Australia and Japan.



According to Synovate India director Amit Adarkar, the personal acquisition of big-ticket items to improve self-worth is seeing an upswing among affluent Indians. "In just the last few months, our constantly-updated tracking has enabled us to watch India's elites' overdrive into higher product ownership, increasing purchase intentions and improving lifestyle. The Synovate PAX results for 2005 show that the average monthly household income of India's affluent residents now stands at a very comfortable $1634."



Some of the other findings of the survey are as follows:

    Over the twelve months to end June 2005, business travel has surged by 19 per cent and leisure travel by at least 71 per cent- over the same period last year.

    The ownership of personal quality items in India has grown sometimes phenomenally. Desktop Computers at 32 per cent last year have increased to 39 per cent. Mobile phone penetration among PAX respondents has increased from 51 per cent to 54 per cent. Mobile phones with internet have grown from 42 per cent to 44 per cent. DVD Players have increased from 12 per cent to 25 per cent - a robust 110 per cent increase, over last year. Digital video camera ownership increased from six per cent to 12 per cent; a healthy 92 per cent increase year-on-year. Flat screen TV has grown from 11 per cent to 16 per cent among the top tier audience of India.

    Personal ownership of credit cards has zoomed - from 22 per cent to 33 per cent - a good 51 per cent growth. Car ownership has increased marginally - from 43 per cent to 45 per cent.

    Investing in property and life insurance has seen a decline as compared to the figures of last year.

    Internet access has grown from 27 per cent to 35 per cent - an increase of 28 per cent, among PAX respondents.

Brand-consciousness has increased as patrons prefer to buy well-known brands. At the same time, the PAX elite are willing to experiment when it comes to new products and brands, and do not mind spending a few more bucks, for quality. The elite are constantly turning into product adopters, with India taking the top place when it came to the elite engaging in a race to be the first to buy a new product.

When Synovate quizzed PAX respondents on their future purchase intention, the results were encouraging:

The laundry list included a host of luxury products: Digital video cameras (six per cent), DVD Players (five per cent), Luxury watch- $500+ (two per cent), Laptop / Computer Notebook (four per cent), Designer leather products (three per cent, LCD/ Plasma TV (two per cent), Car (18 per cent), etc.

Overall, the results showed the increasing confidence and purchase intentions across luxury products and technology, indicating a successful year ahead for these items.

"With substantial household wealth, these Indians are rewarding themselves with purchases of quality technology products, consumer items and are bullish about dabbling in stocks/ bonds and funds," Adarkar added.

Latest Reads
LG astronaut becomes the most watched ad in India this year

MUMBAI: YouTube has released its annual year-end edition of the YouTube Ads Leaderboard 2017 capturing the most celebrated ads that received maximum views, shares, and love from audiences across India. Together, the top 10 ads generated a whopping 200 million views.

MAM Marketing MAM
Ola gets Viraj Chouhan to head communications

MUMBAI: Cab hailing service Ola has appointed Viraj Chouhan as its chief communications officer. In his new role, Chouhan would be reporting to co-founder and CEO, Bhavish Aggarwal and will be based in Gurgaon, shuttling between the Millennium City and Bangalore.

MAM Marketing Brands
Levi's hands over media duties to OMD

MUMBAI: Following a comprehensive market review, Levi’s has appointed OMD India to handle its media duties from its Bengaluru office.

MAM Marketing MAM
Dentsu Webchutney to handle creative for Goomo

MUMBAI: Dentsu Webchutney, the digital agency from Dentsu Aegis network, has been assigned as the lead creative agency for, an omnichannel, travel-tech company that operates across consumer, corporate and B2B segments. The account will be managed by Dentsu Webchutney’s Mumbai office.

MAM Marketing MAM
Festival of Bharat to cast the spotlight on India

MUMBAI: History repeats itself but this time there’s a twist. A London-based investor and indophile is spellbound by India but he’s got better plans. Cory Bixler has co-founded a festival that celebrates and aims to promote India’s culture to the world - The Festival of Bharat (FoB).

MAM Media and Advertising Event Agencies
Britannia NutriChoice promotes healthy food choices

MUMBAI: Health is tough and requires a lot of sacrifice. This is the perception that deters most people from adopting a healthier lifestyle. In its new TVC campaign, Britannia NutriChoice Digestive puts forth a refreshing new point of view that when you start on your health journey, while the...

MAM Marketing MAM
Soho Square wins creative mandate for Medlife

MUMBAI: Soho Square Bangalore has won the creative mandate for MedLife, the healthcare app. The agency has been awarded the reins of the account in the aftermath of a competitive multi-agency pitch. Soho Square will now partner with MedLife on a journey to simplify healthcare by making the entire...

MAM Marketing MAM
Telangana govt & Oyo team up for hospitality development

The Telangana government and hospitality company Oyo have announced their intent to collaborate to develop the hospitality ecosystem in the state. Oyo’s new tech development centre was inaugurated by Telangana minister for IT, electronics and communications K Taraka Rama Rao.

MAM Marketing MAM
MullenLowe Media Mub comes to India as Lintas MediaHub

MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories