Forbes readers in India.pdf..................

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1. Magazines: Forbes readers in
India
August 2023
CONSUMERS& BRANDS
Consumer Insights

2. Report overview Global survey methodology
(1)
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
•12,000+ for countries with the extended survey
•2,000+ for the basic survey
Sample: Internet users, aged 18 –64, quotas set on
gender and age
Fieldwork:
•Continuous from January to December
•Countries that receive the extended survey are
updated four times a year
2
Introduction
Statista Consumer Insights Global survey
Notes: (1): See the full methodologyfor a detailed overview of the study design
Sources:Statista Consumer Insights Global as of
This report offers the reader a comprehensive
overview of Forbes readers in India: who they are;
what they like; what they think; and how to reach
them. It provides insights on their demographics,
lifestyle, opinions, and marketing touchpoints.
Additionally, the report allows the reader to
benchmark Forbes readers in India (’’brand users’’)
against Indian magazine readers in general (’’category
users’’), and the overall Indian onliner, labelled as’’all
respondents’’in thecharts.
The report is updated quarterly and is based on data
from the Statista Consumer Insights Global survey, an
international survey that covers more than 15,000
brands across 56 countries.
(including India)
August 2023

3. Management summary
CHAPTER 01
•Brand usage
•Key insights

4. Top 10 most read magazines in India
4
Management summary: brand usage and competition
Forbes is the tenth most read magazine in India with Business India in first place
Notes: "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=978 magazine readers
Sources:
53%
The Economist
Business Today
Business India
India Today
General Knowledge Today
Filmfare Magazine
Femina
National Geographic
Diamond Cricket Today
Forbes
22%
52%
46%
26%
22%
21%
20%
20%
18%
Statista Consumer Insights Globalas ofAugust 2023

5. Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints
5
Management summary: key insights
Forbes readers in India
Sources:Statista Consumer Insights Global as of
Forbes is more popular among
Millennials than other magazines.
Forbes has more male than female
readers.
Forbes has a larger share of readers
with a high income than other
magazines.
Forbes readers are more likely to live in
cities and urban areas than magazine
readers in general.
Being successful is less important to
Forbes readers than to other magazine
readers.
Finance and economy are relatively
prevalent interests of Forbes readers.
Socializing is a relatively popular hobby
among Forbes readers.
It stands out that 50% of Forbes readers
prefer to own hard copies of films,
books or music.
46% of Forbes readers are innovators or
early adopters of new products.
A relatively high share of Forbes readers
think that the economic situation is an
issue that needs to be addressed.
Forbes readers access the internet via a
streaming device more often than the
average magazine reader.
On social media, Forbes readers interact
with companies more often than other
magazine readers.
Forbes readers remember seeing ads in
newsletters more often than other
magazine readers.
August 2023

6. Demographic profile
CHAPTER 02
•Generations
•Gender
•Education
•Income
•Household classification
•Type of community
•LGBTQ+

7. Age of consumers in India
7
Demographic profile: generations
Forbes is more popular among Millennials than other magazines
Notes: ’’How old are you?’’; Single Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers, n=24,192 all
respondents
Sources:Statista Consumer Insights Global as of
28%
34%
41%
59%
51%
46%
13%
15%
13%
Category users
0%
0%Brand users
All respondents
0%
Generation XGeneration Z Millennials Baby Boomers
August 2023

8. 55%
56%
60%
45%
44%
40%
Category users
Brand users
All respondents
Male Female
Gender of consumers in India
8
Demographic profile: gender
Forbes has more male than female readers
Notes: ’’What is your gender?’’; Single Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers, n=24,192 all
respondents
Sources:Statista Consumer Insights Global as ofAugust 2023

9. Consumer’s level of education in India
9
Demographic profile: education
88% of Forbes readers have a college degree
Notes: ’’What is the highest level of education you have completed?’’; Single Pick; "Which of the following printed magazines or weeklynewspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers,
n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
10%
38%
3%
No formal
education /
primary school
5%
Bachelor degree
or equivalent
2%
Lower secondary
education (not
eligible for
university study)
Upper secondary
education
(eligible for
university study)
Technical /
vocational
education
Doctoral degree
or equivalent
Master degree
or equivalent
34%
1%1%
2%
7%
1%
3%
8%
10%
41%
3%
5%
44%
42%
35%
4%
All respondentsBrand users Category users
August 2023

10. 58%
41%
33%
25%
34%
33%
16%
25%
33%All respondents
Category users
Brand users
High LowMiddle
Share of consumers in India in the high, middle, and low thirds of monthly household gross income
10
Demographic profile: income
Forbes has a larger share of readers with a high income than other magazines
Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; "Which of the following printed magazines or weekly
newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers, n=24,192 allrespondents
Sources:Statista Consumer Insights Globalas ofAugust 2023

11. Type of households in which consumers in India live​
11
Demographic profile: household classification
Compared to other magazine readers, Forbes readers are relatively likely to live
in a multi-generational family
Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3
months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
Single household
8%
Partners
and children
Two or more
related adults
29%
Couple
household
Single parent
household
Other
household types
Multi-
generational
family
5%5%
20%
6%
5%
8%
3%
5%5%
18%
20%
39%
32%
25% 25%
36%
2%1%
3%
All respondentsBrand users Category users
August 2023

12. Communities where consumers live in India
12
Demographic profile: type of community
Forbes readers are more likely to live in cities and urban areas than magazine
readers in general
Notes: ’’In what type of community do you live?’’; Single Pick; "Which of the following printed magazines or weekly newspapers have youread in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers,
n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
Megacity with over 5
million inhabitants
Rural community Small town
6%
City with over 1
million inhabitants
Medium-sized town
32%
Large city
3%
10%
8%
5%
11%
9%
11%
11%
29%
28%
27%
16%
16%
13%
38%
28%
Brand users All respondentsCategory users
August 2023

13. LGBTQ+ status of consumers in India
13
Demographic profile: LGBTQ+
19% of Forbes readers consider themselves part of the LGBTQ+ community
Notes: ’’Do you consider yourself part of the LGBTQ+ community?’’; Single Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978
magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
19%
23%
18%
78%
71%
71%
7%
11%
Category users
Brand users
All respondents
3%
Yes No Would rather not say
August 2023

14. Consumer lifestyle
CHAPTER 03
•Life values
•Main interests
•Hobbies & leisure activities
•Sports activities
•Sports followed

15. 15
Consumer lifestyle: life values
Being successful is less important to Forbes readers than to other magazine
readers
Most important aspects of life for consumers in India
Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?";
Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
Having a
good time
A happy
relationship
Learning
new things
Safety and
security
45%
An honest and
respectable life
32%
Making my
own decisions
44%
53%
Social justiceTraditions
51%
33%
41%
40%
39%
42%
36%
31%
15%
31%
30%
Advancing
my career
24%
28%
24%
24%
23%
40%
12%
27%
21%
23%
28%
18%
14%
13%
To be successful
18%
Brand users All respondentsCategory users
August 2023

16. 16
Consumer lifestyle: main interests
Finance and economy are relatively prevalent interests of Forbes readers
Top 10 interests of Forbes readers in India
Notes: ’’What topics are you personally interested in?’’; Multi Pick; "Which of the following printed magazines or weekly newspapershave you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine
readers, n=24,192 all respondents
Sources:Statista Consumer Insights Globalas of
56%
Finance &
economy
Movies,
TV shows
& music
Career &
education
Travel
48%
Sports Health &
fitness
61%
Fashion
& beauty
Food &
dining
Gaming &
eSports
65%
51%
50%
47%
63%
54%
43%
Science &
technology
56%
36%
61%
43%
51%
47%
49%
24%
45%
54%
46%
32%
51%
43%
45%
38%
51%49%
49%
45%
August 2023
Brand users Category users All respondents

17. 17
Consumer lifestyle: hobbies & leisure activities
Socializing is a relatively popular hobby among Forbes readers
Top 10 hobbies and leisure activities of Forbes readers in India
Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine
readers, n=24,192 all respondents
Sources:Statista Consumer Insights Globalas of
Doing sports
and fitness
53%
Tech /
computers
Video gaming Traveling Outdoor
activities
42%
Photography
33%
Cooking
/ baking
Socializing Writing Cars /
vehicles
58%
43%
35%
58%
45%
40%
48%
37%
48%
42%
55%
45%
53%
51%
35%
43%
25%
35%
29%
31%
29%
46%
34%
27%
44%
34%
56%
August 2023
Brand users All respondentsCategory users

18. 18
Consumer lifestyle: sports activities
Forbes readers are more likely to play basketball than other magazine readers
Top 10 sports activities of Forbes readers in India
Notes: ’’Which of these sports or activities do you do at least occasionally?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=112 Forbes readers,
n=994 magazine readers, n=10,403 all respondents
Sources:Statista Consumer Insights Globalas of
Baseball
/ Softball
22%
Basketball DancingCricket Fitness,
aerobics,
cardio
14%
16%
Cycling
22%
Badminton American
Football /
Flag Football
Soccer Swimming
/ Diving
41%
33%
26%
29%
35%
18%
31%
16%
12%
29%
16%
11%
19%
25%
15%
9%
24%
13%
8%
24%
17%
24%
13% 14%
10%
28%
August 2023
Brand users Category users All respondents

19. 19
Consumer lifestyle: sports followed
Forbes readers are more likely to follow American football than other magazine
readers
Top 10 sports followed by Forbes readers in India
Notes: ’’In which of these sports do you follow competitions, leagues or teams?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=108 Forbes
readers, n=961 magazine readers, n=10,294 all respondents
Sources:Statista Consumer Insights Globalas of
BaseballCricket
21%
Soccer BoxingAmerican
football
CyclingBasketballTennis Volleyball Field hockey
53%
25%
17%
43%
37%
39%
7%
27%
22%
31%
9%
11%
31%
23%
14% 14%
28%
19%
13%
15%
11%
12%
24% 23%
16%
10%
13%
7%
23%
August 2023
Category usersBrand users All respondents

20. Consumer attitudes
CHAPTER 04
•
•Innovation adoption
•Challenges facing the country
•Politics
20
Attitudes towards digital media

21. Agreement with statements towards media & digital media in India
21
Consumer attitudes: media & digital media
It stands out that 50% of Forbes readers prefer to own hard copies of films,
books or music
Notes: ’’Which of these statements apply to you?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have youread in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers,
n=4,030 all respondents
Sources:Statista Consumer Insights Global as of
60%
I prefer digital content
as it is easier to manage
It is important to me
to get the best image
and sound quality
Digital services allow
me to discover new
and exciting content
52%
61%
I prefer to own hard
copies of films,
books or music
(e.g., DVD, CD, vinyl)
I don’t trust the
mainstream media in
my country of residence
(e.g., news channels)
60%
77%
72%
68%
72%
51% 50%
36%
26%
37%
25%
19%
Brand users Category users All respondents
August 2023

22. Innovation adopter types based on statements towards innovation by consumers in India
22
Consumer attitudes: innovation adoption
46% of Forbes readers are innovators or early adopters of new products
Notes: Recode based on ’’Which of these statements regarding technology apply to you?’’; Multi Pick; "Which of the following printedmagazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177
Forbes readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Globalas of
4%
Early majorityInnovators
3%
Early adopters Late majority
6%
Laggards
40%
29%
23%
30%
38%
42%
15%
18%18%
9%
11%
15%
Category usersBrand users All respondents
August 2023

23. 23
Consumer attitudes: challenges facing the country
A relatively high share of Forbes readers think that the economic situation is an
issue that needs to be addressed
The 10 most important issues facing India according to Forbes readers
Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; MultiPick; "Which of the following printed magazines or weekly newspapers have you read in the past 3
months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Globalas of
39%
Unemployment
40%
Economic
situation
Food and
water security
Education
51%
Environment Poverty
41%
Health and
social security
Terrorism Crime
54%
37%
49%
45%
52%
38%
51%
38%
33%
36%
48%
33%
29%
46%
41%
46%
45%
25%
40%
44%
30%
40%
Climate change
40%
33%
40%
35%
Brand users Category users All respondents
August 2023

24. Political attitudes of consumers in India
24
Consumer attitudes: politics
Compared to other magazine readers, Forbes readers tend to have more right
leaning political views
Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you placeyourself on a scale from left to right?’’; Single Pick; "Which of the following printed magazines
or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
14%
17%
19%
19%
19%
20%
64%
59%
51%
5%
10%All respondents
Brand users
Category users
3%
CenterLeft Prefer not to answerRight
August 2023

25. Marketing touchpoints
CHAPTER 05
•Internet usage by device
•Social media usage
•Media usage by channel
•Digital advertising touchpoints
•Non-digital advertising touchpoints

26. 26
Marketing touchpoints: internet usage by device
Forbes readers access the internet via a streaming device more often than the
average magazine reader
Devices consumers in India use regularly to access the internet
Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes
readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
Desktop PC
63%
Smartphone Smart TVLaptop
71%
Tablet Smartwatch
59%
Streaming deviceSmart speakers Gaming console
71%
98%
61%
97%
95%
39%
78%
54%
85%
49%
71%
55%
77%
61%
72%
40%
51%
48%
36% 36%
25%
53%
27%
88%
Brand users Category users All respondents
August 2023

27. 27
Marketing touchpoints: social media usage
On social media, Forbes readers interact with companies more often than other
magazine readers
Social media activities in India by type​
Notes: ’’Which of these things have you done on social media in the past 4 weeks?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes
readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
Followed
people
54%
I have only
used social
media
passively
Posted
pictures
/ videos
62%
Commented
on posts
Shared
posts by
other users
Liked
company
posts
Liked posts
by other
users
63%
Followed
companies
Posted texts
/ status
updates
Sent private
messages
49%
Shared
company
posts
0%
56%
I haven’t used
social media
53%
57%
71%
39%
43%
64%
39%
57%
37%
56%
58%
51%
62%
52%
56%
43%
47%
59%
45%
53%
39%
50%49%
55%
5%4%
6%
0%
2%
30%
Brand users Category users All respondents
August 2023

28. Type of media consumers in India have been using in the past 4 weeks
28
Marketing touchpoints: media usage by channel
Forbes readers tend to read online magazines more often than magazine
readers in general
Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes readers, n=978
magazine readers, n=12,093 all respondents
Sources:Statista Consumer Insights Global as of
63%
Daily
newspapers
TV
43%
76%
Magazines
63%
Digital video
content
Movies /
cinema
Online news
websites
38%
Podcasts Online
magazines
Radio Weekly
newspapers
92%
61%
82%
79%
85%82%
81%
78%
81%
68%
62%
79%
68%
65%
72%
52%
64%
56%
Digital music
content
51%
41%
32%
60%
55%
34%
56%
45%
28%
48%
Brand users Category users All respondents
August 2023

29. 29
Marketing touchpoints: digital advertising touchpoints
Forbes readers remember seeing ads in newsletters more often than other
magazine readers
Top 10 places where Forbes readers in India have come across digital advertising in the past 4 weeks
Notes:’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177 Forbes
readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
42%
47%
Websites
and apps
of brands
Video games
21%
Search engines
45%
Social media Music portals
50%
Video portals Video streaming
services
36%
Online stores Newsletters
47%
Editorial
websites
and apps
49%
62%
31%
54%
59%
42%
25%
53%
48%
62%
60%
50%
54%
52%
59%
35%
40% 41%
53%
34%
41%
31%
62%
Brand users Category users All respondents
August 2023

30. 30
Marketing touchpoints: non-digital advertising touchpoints
Forbes readers remember ads they saw in printed magazines and journals
more often than other magazine readers
Places where consumers in India have come across non-digital advertising in the past 4 weeks
Notes:’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; "Which of the following printed magazines or weekly newspapers have you read in the past 3 months?"; Multi Pick; Base: n=177
Forbes readers, n=978 magazine readers, n=24,192 all respondents
Sources:Statista Consumer Insights Global as of
In printed
magazines
and journals
In printed
daily
newspapers
By mailshot /
advertising
mail
Directly in
the store
On advertising
spaces
on the go
37%
At the movies
/cinema
On the
radio
31%
67%
46%
64%
56%
43%
63%
On TV
54%
60%
47%
58%
39%
44%
36%
54%
43%
36%
49%
28%
41%
30%
21%
60%
Brand users Category users All respondents
August 2023

31. +
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31
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32. www.statista.com
Jack Spearman, began market research
career in the UK, at Kantar then Ipsos Mori.
Where he specialized in client and
stakeholder management, survey design
and concepting reports, across a range of
industries, both in consumer and B2B
markets.
After moving to Hamburg and joining
Statista in 2018 he is now the Team Lead for
Consumer Insights and the reporting offer.
Jan Gewiese has degrees in Economics (B.Sc.)
from the University of Hohenheim and
Business Administration (M.Sc.) from the
University of Hamburg. He Interned at the
Hamburg Center for Health Economics and
Mercedes-Benz USA.
For the Statista Consumer Insights team, he
is responsible for concepting reports,
automation design, and is a trusted advisor
to clients and stakeholders for the product.
Melvin Liesen studied Socioeconomics at
the University of Hamburg. During his
studies he worked at FOM University of
Applied Sciences for Economics and
Management. ​
Melvin supports the Consumer Insights
team at Statista with developing new IT
solutions across the department, as well as
the day to day running of the report
automation process.
32
Stefan Rau studied Economics (B.Sc.) at the
Ludwigs-Maximilian-University in Munich
and Public and Nonprofit Studies (M.Sc.) at
the University of Hamburg. During his
studies, he interned at TNS Infratest.​
Stefan's current role in the Consumer
Insights team focuses on process design and
report automation, specifically QA processes.
Stefan’s expertise also includes Python and
developing the teams AI tools.
Authors
Jack Spearman
Team Lead Consumer Insights
[email protected]
Jan Gewiese
Senior Research Manager
[email protected]
Stefan Rau
Research Manager
[email protected]
Melvin Liesen
Research Manager
[email protected]