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Indian Families As Consumers JuxtConsult 2009 Snapshot
Indian Families As Consumers JuxtConsult 2009 Snapshot
Indian Families As Consumers JuxtConsult 2009 Snapshot
¾ Consumers live their lives as ‘families’ and not households. And family
consumptions get driven by the all the people living in them and not
just by the ‘chief wage earner’ of the house
¾ The average family size varies from 1 to 6.9 depending on the family composition
¾ 25 mn Indian families (11% of all families) have more than 1 earning member
* accounting for approx. 1,112 million individuals (343 million urban and 769 million rural)
The Socio-Economic Landscape
¾ At 30%, highest proportion of families belong to SEC ‘R4’
¾ 19.5 million families (27% of urban, or 9% of all Indian families) belong to SEC ‘A’ and ‘B’
¾ Chief wage earners of 87% of SEC ‘A’ and 36% of SEC ‘B’ families are graduates
¾ No SEC ‘C’ and ‘R1’ chief wage earners are graduates. But 15% SEC ‘C’ families and 22%
SEC ‘R1’ families have a graduate member within the household
¾ Clearly then, defining the socio-economic status (SEC) of a household using education
level of the ‘chief wage earner’ is losing its meaning and can often mislead
Time to look beyond the ‘urban-rural’ divide, and the ‘chief wage earner’ driven
SEC definitions to understand families as consumption units!
The Real Socio-Economic Ladder by Incomes
Monthly ‘Per Capita’ Family Income Ratios
44 million families
(217 million individuals)
Tier 2
The Aspiring Class
SEC D SEC A
SEC E SEC C SEC B
SEC R3 SEC R2 SEC R1 Tier 1
The Consuming Class
SEC R4
51 million families
(260 million individuals)
¾ 51% Indians are married. But only 1 in 5 Indian family (21%) is a 3-generation joint
family, or ‘Dynasties’
¾ An equal proportion of Indian families (21%) are ‘Baby Sitters’ - with the eldest
child below 12 years in age
¾ The majority 45% of Indian families are ‘Maturing Mentors’, or families with the
youngest child above 12 years in age
¾ Young married couples without any children, the ‘Nest Builders’, account for only
7% of all Indian families
¾ The single independents, or ‘Free Birds’, account for only 1.3% of all Indian families
Glimpse of their Socio-Economic Status….
¾ Dynasties have the highest average monthly family incomes (Rs. 6,530). But they
have the lowest average ‘per capita’ monthly incomes (Rs.975)
¾ Free birds show the second highest average monthly family incomes (Rs.6,385),
and the highest average ‘per capita’ monthly incomes (Rs.6,385)*
¾ Rented accommodation is highest among Free Birds (at 35%). Dynasties show the
highest incidence of ‘inherited’ property (at 74%)
¾ Preference for reading in English is relatively highest among ‘Free Birds’ (6%) and
lowest among ‘Dynasties’ (0.5%)
* Note – Sample of ‘Free Bird’ segment relatively low for high statistical accuracy of its segment level findings
How a Family Rupee is being Spent!
* Taken on valid households base, so doesn’t add up to 100%. ** Taken on all households base, so adds up to 100%.
Physical Asset Ownerships!
Household Asset % Families Owning % Families Owning
(Urban) (All India)
FD/Bonds 10% 5%
Credit Card 4% 2%
Medical Insurance/CGHS 4% 2%
Mutual Funds/Shares 3% 1%
% Families
TV Owning Washing Machine
% Families
Owning
* All India Figures. May add up to more than 100% because of multiple ownerships
Types of Assets!
% Families % Families
Fridge Owning Mobile Phone Features Owning
FM Radio 49%
Bluetooth 10%
Pre-paid 95%
Video recording 9%
Post-paid 5%
GPRS 7%
* All India Figures. May add up to more than 100% because of multiple ownerships
Types of Assets!
% Families % Families
Size of House Owning
Mobile Services Used Owning
% Families
Credit Card Owning
Co-branded 20%
Silver 53%
Gold 27%
Platinum/Titanium 5%
* All India Figures. May add up to more than 100% because of multiple ownerships
Glimpse of Segment Level Findings….
¾ 35% urban families live in a rented house. Only 5% rural families do so
¾ 54% small car ownership and 57% motorcycle ownership is in rural India
¾ 24% SEC ‘A’ families have a car, only 6% SEC ‘R1’ households own a car. But in absolute numbers, while SEC ‘A’
own 1.58 mn cars SEC ‘R1’ own 1.66 mn cars
¾ 3 out of 4 car owners also own a 2-wheeler. Only 5% of 2-wheeler owners also own a car
¾ The average monthly family income of a ‘small car’ owning family is 2.1 times higher than a ‘motorcycle’ owning
family; that of a ‘premium car’ owning family is 3.8 times higher than a ‘motorcycle’ owning family
¾ ‘Maturing Mentors’ have the highest proportionate ownership of mid size cars (at 33%), ‘Vintage Wines’ of small
cars (at 88%)
Top 5 Biggest Communities in
India
% of Urban % of Rural
Top 5 Urban Communities Families
Top 5 Rural Communities Families
Marathi 7% Punjabi 6%
A Glimpse of Segment Level Findings….
¾ Highest per capita monthly income is among Kannads (Rs.2,190) and lowest among the Bihari Hindis (Rs.730)
¾ Marwari community shows the highest proportionate spend on ‘loans and liabilities’ (at 15.4%). Telugu
community shows the highest proportionate spend on ‘savings and investment’ (at 20.7%)
¾ Gujaratis and Marwaris show the highest ownership of ‘any automobile’ (at 43% and 39%). Assamese show the
highest penetration of cars at 7%
¾ Tamils and Kannads have the highest penetration of color TV (at 89%)
¾ Kannads and Gujaratis have the highest penetration of mobile phones at 68% and 66%
Media Usage Status
Media Families Using Individuals Using % Spending More
At Home At Home than 1 Hour Daily
In millions (All India) In millions (All India) Weekday (All India)
Internet 8 20 32%
¾ ‘Vintage Wines’ are the relatively heaviest watchers of TV. So are Marathis, Telugus and Tamils among communities
¾ ‘Nest Builders’ are the relatively heaviest listeners of radio. Among communities, Telugus, Delhi Hindis and Gujaratis stand out
¾ ‘Baby Sitters’ are the relatively heaviest users of internet from home
Report Details
List Of Reports
Possible Segment Reports: Possible Category Reports:
Note: Segment level analysis in any of the reports is subject to collection of sufficient sample responses at the segment level.
Pricing of Reports
Report Price (Rs.)* Price (USD)
* 12.36% service tax extra
¾ Media usage
9 Media used at home (TV, Newspaper, Radio, Internet)
9 Daily time spent on various media at home
9 Which medium relied on most for information for buying products and services
Methodology
¾ Large scale land survey conducted to profile the composition and consumption
characteristics of Indian families. Survey covered over 16,000 households in 40 cities
and over 12,000 households in 480 villages spread across all the four regions of the
country
¾ Sampling methodology chosen to ensure coverage of ‘town’ and ‘village’ classes of all
population strata, and ‘households’ of all socio-economic classification within each of
these towns and villages. Villages sampling done in a way to ensure coverage of
villages up to distances of 20 kms from the nearest surveyed town
¾ Finally, town/village class and socio-economic class combination level ‘weights’ were
derived from authentic Govt. of India data and applied to the land survey data to
make it representative of the entire Indian population
Thank You!