Mumbai: Indian affluent women are most
optimistic and very selective in maintaining their lifestyle,
a report by global consultancy firm, The Nielsen, said.
According to the survey, 90 per cent affluent women
prefer watching regional television channels and only 8 per
cent English. However, while 90 per cent read regional
dailies, English dailies were read by 69 per cent.
The survey said 70 per cent women are graduates but only
13 per cent were doing a full-time job. Besides, 54 per cent
affluent women visit beauty parlors or spas.
A survey estimates that there are 2.5-million affluent
households across 35 cities in India.
The survey says 98 per cent affluent women watched
television, 92 per cent read the print media, 52 per cent
listened to the radio while only 34 per cent watched cinema.
The TV universe witnessed a growth of 10 per cent with
63 per cent growth in digital ownership and 12 per cent growth
in cable penetration.
The total number of active channels witnessed an increase
from 389 to 417 channels and Hindi-speaking markets have seen
a 4 per cent growth in prime-time viewership, the survey said.
Markets like Andhra Pradesh, Karnataka and Tamil Nadu
have seen more fragmentation in TV viewing while Maharashtra
saw a more focused consumption, they survey said.