Professional Documents
Culture Documents
Asia Emerging Middle Class Survey
Asia Emerging Middle Class Survey
500
400 377 Vietnam
Indonesia
300 245 India
200 159 Philippines
138 123
99
100 75
31 36 1936
13 9599 2252
0
<20 20-‐29 30-‐39 40-‐49 50-‐59 >60
Age
Demographic
Figure
1.
Number
of
people
in
each
age
demographic
by
country
194#
200# 216# 179#
155#
142#
150# 134#131#
Vietnam##
113# 134#
113# 98# 134# 117#
100# 115# 103# 103# Indonesia#
61# 85#
48#
50# India##
24#
16#
10# Philippines#
0#
Self0Employed#
Others#
Unskilled#Labour#
Skilled#Labour#
Of8ice#Executive#or#Sales#
Civil#Service#
Admin#&#Clerical#
Job'Type'
Figure
2.
Number
of
people
in
each
job
type
by
country
• Profession.
The
largest
proportion
of
respondents
was
employed
as
office
executives
and
sales.
Interestingly,
the
second-‐largest
proportion
was
self-‐employed.
Of
the
four
countries,
the
Philippines
had
the
highest
percentage
of
EMC
respondents
who
were
self-‐employed.
57.90%%
60%%
53.30%%
50%% 44.2%%
Vietnam%
43.30%%
40.9%% Indonesia%
38.70%%
40%% 36.3%% India%
33.7%% 32.1%%
31.9%% 33.0%% 33.0%%
33.0%% 33.1%%
27.8%%
29.6%% 28.8%% 29.7%% Philippines%
30%%
29.50%% 23.8%%
23.1%%
21.4%% 21.5%%
19.4%% 19.60%% 20.4%% 19.80%% 19.30%%
20%% 16.4%% 16.6%% 16.6%%
17.0%% 10.50%%
14.80%% 16.4%% 12.7%%
10.9%% 15.4%% 11.6%%
10%% 9.4%%
0%%
Own%a%television%set%
refrigerator/%airGcondiHoning%set%
Own%a%smart%phone/%
Have%an%insurance%plan%
Own%a%house%
Use%skin%whitener/%electric%shaver%
Motorcycle%
Have%a%loan%that%you%are%repaying%
Eat%at%an%internaHonal%restaurant%
Own%a%credit%card%
Own%a%car/%
computer/%tablet%
Own%a%washing%machine/%
at%least%once%a%month%
Figure
3.
Current
possessions
of
EMC
consumers
• Mobile
phones.
Access
to
mobile
internet
was
the
most
common
EMC
consumer
possession,
with
an
average
of
42.2
percent
ownership
of
a
mobile
phone,
computer,
or
tablet
across
the
four
countries.
Internet
and
mobile
device
ownership
is
highest
among
EMC
consumers
in
the
Philippines.
• Household
electronics.
An
average
of
38.5
percent
of
respondents
own
a
television
set,
while
only
28.2
percent
of
them
own
a
washing
machine,
refrigerator,
or
air
conditioner.
• Property.
More
respondents
own
a
television
set
or
electronic
gadgets
than
a
house.
A
possible
reason
for
this
low
home
ownership
could
be
due
to
the
lack
of
suitable
mortgage
options
for
the
average
EMC
consumer.
• Dining.
The
lowest
amongst
all
types
of
consumption,
a
tenth
of
EMC
respondents
still
dine
at
an
international
restaurant
at
least
once
a
month.
35%#
30%#
25%# Vietnam#
21.80%& Indonesia##
20%# 18.40%& 17.60%&
18.40%& India##
16.20%&
16.60%&
15.00%& 15.30%&
15%# 12.90%& 12.30%& Philippines#
14.00%& 13.30%& 12.40%&
10.00%& 9.70%&
9.80%& 10.20%&
10%# 9.10%&
6.50%& 9.50%&
7.30%&
5%#
0%#
Your#health## Your#job## Your#savings## Your#friends# Your#social#status## Your#house##
Figure
4.
Fears
of
EMC
consumers
• Health.
Across
four
countries,
EMC
consumers
are
most
afraid
to
lose
their
health.
An
average
of
34.5
percent
reflected
that
they
would
be
most
afraid
to
lose
health,
amongst
their
jobs,
friends,
social
statuses,
savings
and
their
houses.
Healthcare
providers,
pharmaceutical
and
medtech
companies,
insurers,
as
well
as
logistics
cold
chain
partners
and
even
governments
and
non-‐profit
organizations,
may
jointly
explore
opportunities
to
provide
healthcare
to
EMC
consumers.
• Job
security.
The
second-‐greatest
concern
of
our
EMC
respondents
is
job
security.
This
fear
of
losing
employment
security
might
be
derived
from
the
nature
of
their
jobs,
where
their
health
might
heavily
affect
their
job
productivity
and
hence
their
income.
EMC
consumers
are
practical
and
have
survivability
high
on
their
minds;
on
average,
respondents
are
more
afraid
to
lose
their
jobs
(15.2
percent)
than
their
friends
(14.3
percent).
“Which&is&one&item&that&you&could¬&do&without&for&the&rest&of&your&life?”&
70%#
58.80%&
60%#
50%# 47.70%&
40%# 38.20%&
32.0%&
30%# Vietnam#
26.7%& 26.1%& 24.5%&
24.80%&
23.2%& 24.3%& Indonesia#
19.7%& 24.0%& 18.5%& 20.4%& 21.0%& 19.3%& 19.0%&
20%# 18.2%& 16.9%&
18.30%& 18.7%&
14.2%&
India#
18.4%& 19.7%& 16.0%& 19.30%& 16.2%&
16.7%& 15.2%&
13.3%& 16.10%& 17.9%& Philippines##
15.40%&
10.1%& 13.3%& 10.8%& 11.1%&
10.50%&
12.20%&
10%# 8.40%&
0%#
Mobile#phone##
SoJ#drinks#
Internet#access#
Fast#food#
AirFcondiBoning#
Soap#&#Shampoo#
CosmeBcs#
Car/motorcycle#
IceFcream#
Insurance#
• Internet
access
&
Mobile
phone.
Our
study
shows
that
out
of
the
four
countries,
the
country
where
most
EMC
respondents
cannot
live
without
Internet
access
is
the
Philippines.
Indonesia,
on
the
other
hand,
has
the
lowest
percentage
of
respondents
who
cannot
live
without
Internet
access
among
the
four
countries.
Transportation
was
more
important
than
the
mobile
phone,
for
both
Indonesia
(18.4
percent)
and
Vietnam
(26.1
percent).
Interestingly
in
Vietnam,
Soap
&
Shampoo
(16.9
percent)
ranked
among
the
lowest
of
all
material
needs,
needed
only
more
than
soft
drinks
(14.2
percent).
• Insurance.
Apart
from
Filipino
respondents,
most
respondents
in
the
other
countries
are
most
weary
of
living
without
insurance.
This
is
reflected
previously
in
their
fear
of
losing
health,
job
security,
and
tendencies
to
save.
At
the
same
time,
more
than
70
percent
of
EMC
respondents
currently
do
not
own
an
insurance
plan.
“If$your$household$income$were$doubled,$what$are$the$top$three$things$you$would$do$with$the$extra$money$each$year?”$$
Save#it#
House##
India# 24.4%& 20.5%& 21.4%& 21.8%& 15.3%& 19.5%& 20.3%& 10.3%& 15.7%& 17.7%& Start#a#business##
Educa@on##
Food#
Car/#motorcycle##
Mobile##
Indonesia# 36.4%& 18.0%& 28.5%& 22.1%& 10.2%& 16.7%& 14.1%& 18.8%& 12.6%& 10.5%&
Medicine#
Electronics#
Travel##
Vietnam# 30.9%& 25.3%& 21.3%& 13.9%& 11.5%& 19.6%& 16.6%& 12.3%& 13.1%& 21.1%&
0%# 20%# 40%# 60%# 80%# 100%# 120%# 140%# 160%# 180%# 200%#
Figure
6.
Aspirations
of
EMC
consumers
with
extra
income
• Household
savings.
All
countries
in
the
survey
responded
with
the
highest
percentage
of
respondents
(33.6
percent)
who
wish
to
save
their
income
if
their
money
doubled.
• Entrepreneurship.
In
Philippines,
most
respondents
expressed
their
aspirations
in
starting
their
own
business
(47.4%).
Interestingly,
across
all
countries,
more
respondents
would
want
to
spend
their
extra
income
to
start
up
their
own
businesses
(29.6%)
than
to
invest
in
education
(21.6%).
Figure
7.
Biggest
hopes
of
EMC
consumers
• Financial
success.
Following
the
hopes
of
leading
a
healthy
life,
the
second
and
third
biggest
hopes
amongst
EMC
consumers
are
to
become
rich
and
be
closer
to
God
respectively.
• Children’s
Success:
More
respondents
hope
to
see
their
children
succeed
(10.0%)
before
having
their
own
houses
(6.8%)
amongst
the
four
countries
surveyed.