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Nielsen UMAR Survey
As India charts a place for itself in the World’s economy, it is a foregone conclusion that the number of rich households in the country will increase. Restricted access, outdated demographic definitions and unreliable income data are some of the reasons why there haven’t been any large scale exclusive studies on the affluent Indian households till date.
Nielsen UMAR (Upper Middle and Rich) Survey is the first large scale annual survey in recent times that profiles the hard-to-reach affluent Indian consumers, in terms of their lifestyle and media consumption habits. The survey identified three distinct segments of affluence* from lifestyle and consumer durables mapping - Upper Middle, Upper Upper Middle and Rich. The grouping was done based on the ownership of a car, a computer, an LCD television, and enjoying a holiday abroad.
The survey covers both the mass and emerging media consumption habits of affluent Indians, including Television, Print, Radio, Cinema, and Online. It also covers lifestyle habits such as gym membership, shopping habits including frequency and spends, and consumption of various FMCG categories by affluent individuals.
Available in a user friendly deliverable, Nielsen UMAR is destined to become a veritable goldmine of information for Media planners, Marketers, Publishers and Agencies on the really affluent class of the country.
The first edition of this annual survey covering 35 Indian metros is currently out. For details and procuring your copy of the Nielsen UMAR survey, please contact Priti Ramachandran (contact details ->).
*Affluence based on lifestyle and consumer durables’ ownership
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