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BBC reads global Indians' attitudes

The survey looked into media consumption, cultural uniqueness and international interest of the Indians.

india Updated: Feb 11, 2006 17:45 IST

Close on the heels of Indians dominating the World Economic Forum in Davos, BBC World has undertaken a research project in the sub-continent to understand the attitudes and behaviours of the Indians.

The "Global Indian Survey", as the study is called, looked at their media consumption, product and brand ownership, cultural uniqueness, international interest and what they believe are the biggest global issues.

According to the survey, which was released recently, the Global Indian can be identified in four categories -- Globizen with strong international attitude and behaviour, Globatudes with strong attitude but weak behaviour, Globehave with weak attitude but a strong behaviour and Locazen with both attitude and behaviour weak towards internationalism.

The results showed that 35 per cent Globizens live in Mumbai, 20 per cent in Hyderabad, 16 per cent in New Delhi, 9 per cent in Chennai and 8 per cent in both Kolkata and Bangalore.

Out of the total Globizens, 57 per cent believe India will overtake China in the next decade to be the next Asian superpower. Further, they rank hardworking people as India's biggest strength.

As many as 71 per cent agree than India is the best place to work and 66 per cent are sure that country's BPO sector will grow despite security concerns, the survey stated.

Largely, the globizens were found to be cosmopolitan with 67 per cent saying they could live anywhere in world and 55 per cent believing they have more in common with people in the West.

Also, 77 per cent have strong environmental concerns about pollution and global warming while 74 per cent prefer environmentally safe products even if they cost more.

Terming economic progress as key to India becoming a superpower, they ranked education, population control and information technology as the most contributing factors.

Among other findings, 63 per cent access Internet regularly, 95 per cent feel computer as a necessity, 53 per cent watch international news channels, 45 per cent read international newspapers and magazines while 35 per cent access websites of foreign news providers.

The survey was conducted in two parts sizing, exercise to estimate number of globally minded individuals and profiling, an exercise to understand the media habits, product and brand consumption of the identified group.

Keeping the Universe size at 8 million, total 200 pilot interviews were conducted apart from 5,000 sizing interviews and 2400 profiling interviews.

The sample was from top eight metros from cable and satellite home between age group of 18-54 and who could read, write and speak English.

First Published: Feb 11, 2006 17:45 IST