The PAX 1999 India media survey has found that affluents and
business decision makers (BDMs) in India have markedly lower household
and personal incomes compared with those surveyed in other Asian
markets.
Business and leisure travel are also significantly lower.
However, the survey, conducted by Asia Market Intelligence, found one
distinctive demographic characteristic - there is a huge number of
post-graduate degree holders in both the affluent and BDM samples,
compared with the other Asian cities studied.
Other finding included: Zee TV, Star News and Discovery Channel are the
most-watched TV channels; while the English edition of Reader's Digest
and Time are the most-read regional titles.
For the past three years, PAX has focused on seven key Asian markets:
Bangkok, Hong Kong, Jakarta, Kuala Lumpur, Manila, Singapore and
Taipei.
The results for those cities were published in MEDIA's November 26 issue
last year.
The decision to include India - Mumbai, New Delhi and Bangalore - was
due to strong demand among advertisers for market information about the
country.
