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4 minute read | December 2015

Fitness, spending time with family, and making money are some of the top aspirations of Indians
Watching TV & listening to music are the top spare time activities 

Mumbai – December 8, 2015 – A new global Nielsen study discovered that for more than half the Indian respondents television is the preferred source for getting up-to-date news (56%),  followed by social media sites (43%), search engine news sites (42%), print newspapers (39%), and friends/ family (28%).

The Nielsen Global Generational Lifestyles Survey polled 30,000 online respondents in 60 countries to better understand consumer sentiment on lifestyle and aspirations. The study examined how consumers around the world think, where and what they eat, how they save and spend, and how they are embracing a more technology-driven world.


When it comes to aspirations, nearly four in ten respondents aspire to stay fit and healthy in the future (38%), more than three in ten Indians aspire to spend time with family and friends and make a lot of money (both 33%), 26% aspire to travel around the country/ world, and 24% aspire to work in a fulfilling career. Surprisingly some of the traditional aspirations appear further down on the list like getting married and get an education or learn something new (11%), have children (8%), retire at an early age (7%).

Watching TV is the top spare time activity of Indians with four in ten respondents indulging in it (39%). Listening to music (27%), spending time/ connecting with family/ friend (23%), reading & shopping online (both 21%), and exercising & travel (both 16%) are the other preferred spare time activities by Indians.

Meal time is family time and devoid of technology. Despite the intrusive nature of technology, more than seven in ten respondents admit that their meal times are technology free (71%). Indians also show a preference for having meals at home, with more than 6 in ten respondents agreeing to having meals at home with their family (63%). When Indians do eat out, the top three preferred outlets are full time restaurants (64%), quick service restaurants (47%), and Street Food Vendors & Retail Store Food Courts (both 33%).

A satisfied bunch on the job front! More than half the respondents are satisfied with their occupation, work environment, co-workers, work/life balance, income, boss, CSR activities of their employer, savings plan, health care and retirement benefits.

Job loyalty is shifting but not shaken. Nearly three in ten respondents intend to stay in their current job for 3 – 5 years (29%), closely followed by those who intend to stay in their current job for 1-2 years (28%), 17% plan to continue in their current job for 6-10 years, and 16% would switch their jobs in less than 1 year. The top five dream jobs include Information Technology (22%), Science, Technology, Engineering, & Mathematics (12%), Education & Training (8%), Business Management & Administration and Government & Public Administration (both 7%), and Finance and Manufacturing (both 6%).

Indians have mixed feelings about their financial future. An equal number of respondents (46%) save money each month, however some are confident about their financial future and an equal number are unconfident about their financial future despite their monthly savings.

Debt makes people cautious – Nearly half the respondents are currently under debt (45%). Out of this 29% are worried about paying it off. Debt makes more than half the respondents careful about spending (53%), and nearly 5 in 10 respondents are actively looking for ways to lessen their debt through options like refinancing.


The Nielsen Global Survey of Generational Attitudes was conducted Feb. 23 – March 13, 2015 and polled more than 30,000 online consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East/Africa and North America. The sample includes Internet users who agreed to participate in this survey and has quotas based on age and sex for each country. It is weighted to be representative of Internet consumers by country. Because the sample is based on those who agreed to participate, no estimates of theoretical sampling error can be calculated. However, a probability sample of equivalent size would have a margin of error of ±0.6% at the global level. This Nielsen survey is based only on the behavior of respondents with online access. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60% Internet penetration or an online population of 10 million for survey inclusion.


Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance.  Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit