Given the growing importance of India in the global scene, BBC World has come out with its largest audience research project till date – Global Indian Survey. The survey results were announced in the Capital on Wednesday. The survey looks at understanding globally minded individuals in India and their move towards internationalism.
The survey provides a unique opportunity for the Indian as well as the international market to gain a comprehensive understanding of what makes the global Indian tick.
The BBC World survey targeted at a universe of eight million people and the results uncovered four Global Indian sub groups. According to the results, the most influential sub group is the Globizen – individuals with both strong international attitudes and behaviors. The survey looked at their media consumption, product and brand ownership, cultural uniqueness, international interests and what they believe are the biggest global issues.
The results showed that 35 per cent of Globizens live in Mumbai, 20 per cent in Hyderabad, 16 per cent in Delhi, 9 per cent in Chennai, 8 per cent each in Kolkata and Bangalore. The survey findings highlighted the positive outlook of the Globizens towards India.
The survey presented a comprehensive picture of the Globizens, who are cosmopolitan, economically conscious and are keen users of international media.
Commenting on the new survey, Jeremy Nye, Head of Research and Planning, BBC World, said, “India is today the world’s most vibrant debating chamber. It has the most exciting and open news media, and a growing passion for international news. We believe that these unique characteristics make Global Indians of value not only to those in India, who are living through the change, but also to international decision makers looking to understand it.”
According to the survey, Globizens acknowledge that economic progress is their key goal for India to develop into a superpower, and rank education, population control and IT as the most important contributing factors. Globizens also believe that India’s hard working people are its most important assets, followed by natural resources and a vast base of intelligent people.
Seema Mohapatra, Head of Advertising Sales, India, BBC World, said, “This first of its kind survey will enable a better understanding of this global citizen with a progressive mindset, international outlook and key influencers in their own right. The survey will be an important tool for advertisers and international marketers in targeting India’s most internationally minded adults, resulting in better targeting and focused media usage.”