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‘Study’ on NRI/PIOs vis-a-vis domestic audiences of Bollywood
Is it a first-of-its-kind study? I got this in the form of a press release. I feel the sample size is too, too small. The release does not give details of the “40 questions” that comprised the questionnaire.
Of interest to PFC writers and readers would be this sentence, “NRIs/PIOs consult….PassionForCinema.com (32.2%) on a regular basis”.
Here is what the release said the study has found:
Quote:
The Results Are Out!
We have heard that there are differences in the preferences of Indians and NRIs/PIOs when it comes to Bollywood. Well, how many statistics do we have to back up some of our basic assumptions regarding Bollywood and Bollywood’s target audiences? Now that the results of an international Bollywood research study conducted by Amanda Sodhi, a graduate of Marymount University, are out, we do have some numbers to work with!
According to the recent Bollywood research study Amanda administered on 93 NRIs/PIOs and 86 Indians, there are some key differences in the preferences and Bollywood consumption habits of these two important target markets.
Some Key Findings Include:
• Show Me The Movie: Survey respondents from India watch an average of 3-4 Bollywood films a month, whereas NRIs/PIOs watch an average of 2-3 Bollywood films a month.
• Take It To The Theater: Indians watch films at theaters more than NRIs/PIOs. 54.7% Indians indicated that they watch Bollywood films at a theater. However, only 18.3% NRIs and PIOs indicated that they view Bollywood films at a theater. Instead, NRIs/PIOs mainly view Bollywood films online (38.7%) and on DVD (34.4%).
• To See Or Not To See?: While 21.5% NRIs/PIOs said they are willing to watch the same Bollywood film at a theater 2-3 times, 47.7% Indians are willing to see the same Bollywood film 2-3 times at a theater.
• Bollywood Vs. Hollywood: 38.4% of Indian respondents mentioned that they prefer Hollywood films over Bollywood films (32.6%). Interestingly enough, 32.3% of NRIs/PIOs indicated that they prefer Bollywood over Hollywood (23.7%)
• There’s No Business Like Show Business: Bollywood is an industry both Indians and NRIs/PIOs would like to get involved in if given the opportunity. 77.9% Indians mentioned that they would like to get involved in Bollywood—26.9% would like to get involved in direction, 22.4% would like to become actors and 17.9% showed an interest in production. 72% NRIs/PIOs would also like to get involved in Bollywood—32.8% want to become actors, 14.9% want to get involved in direction and 14.9% want to get involved in scriptwriting. Surprisingly, only 1.5% NRIs/PIOs showed interest in music direction and 4.5% showed interest in singing—likewise, only 1.5% Indians showed interest in music direction and 3% showed interest in becoming a singer.
• Make Me Laugh: Comedy is the favorite film genre for both Indians (37.2%) and NRIs/PIOs (43%), followed by romance (19.4% for NRIs/PIOs; 20.9% for Indians).
• Song-and-Dance: While 59.9% of Indian survey respondents expressed a desire that Bollywood films should have fewer song-and-dance numbers, 58.1% NRIs/PIOs stated that they do not wish Bollywood films have fewer song-and-dance numbers.
• Tell Me About It: NRIs/PIOs like to learn about Bollywood films through Web site reviews (73.7%), recommendations from friends and family (60%) and reviews in newspapers (38.9%). Indians like to learn about Bollywood films through TV advertisements (62.1%), reviews in newspapers (52.9%) and reviews on Web sites (54%).
• Media Champions: NRIs/PIOs consult The Times of India (41.1%), Rediff.com (37.9%) and IndiaFM.com. Indians also consult The Times of India (77%) and Rediff.com (40.2%) in addition to PassionForCinema.com (32.2%) on a regular basis.
• Show Me the Money: The majority of NRIs/PIOs (43%) spend less than $10 each month on Bollywood movies. It’s not much better in India, either—24.4% Indians spend between Rs. 100-Rs. 250 and 24.4% spend between Rs. 250 and Rs. 500 on Bollywood films each month.
• Free Music: 64% of Indians indicated they download mp3s for free online, and 65.5% NRIs/PIOs do the same. 41.9% NRIs/PIOs mentioned they spend nothing on Bollywood music each month, and 31.2% said they spend less than $10.
• It’s Aamir Vs. SRK Vs. Amitabh Again!: Aamir Khan (30.2%), Shahrukh Khan (19.8%) and Amitabh Bachchan (11.6%) are the favorite actors of survey respondents from India. For the NRI/PIO audience segment, Aamir Khan (28%), Shahrukh Khan (16.1%) and Hrithik Roshan (10.8%) are the favorite actors. 11.6% of Indian respondents selected Rani Mukherjee as their favorite actress and 8.1% Indians selected Kajol and Tabu as their favorite actresses. 19.3% NRIs/PIOs selected Kajol as their favorite actress, 15% selected Rani Mukherjee and 11.8% selected Madhuri Dixit-Nene.
• Favorite Music Directors and Singers: A. R. Rahman is without a doubt the favorite music director for both Indians (57%) and NRIs/PIOs (57%). The second favorite music director of Indians is Vishal Bharadwaj (10.5%) and for NRIs/PIOs it is the Shankar-Ehsaan-Loy trio (7.5%). Sonu Niigaam is the favorite male singer for Indians (28%) and NRIs/PIOs (31.2%), while KK got 10.5% of the India votes and Shaan got 10.8% of the NRI/PIO votes. Shreya Ghoshal is the favorite female singer for Indians (27.9%) followed by Sunidhi Chauhan (11.6%). For NRIs/PIOs, Shreya is also the favorite singer (16.1%) followed by Asha Bhosle (18.3%).
“Given my background in PR and marketing, I’ve always wanted to learn more about the differences and similarities among NRI/PIO and Indian audiences when it comes to Bollywood,” says Amanda Sodhi. “As I was conducting research, I realized that there are no Bollywood research studies available to the general public. Therefore, I decided to conduct my own research study, consisting of approximately 40 questions. As I had expected, the results of the research study reveal that there are some significant differences among the preferences of NRIs/PIOs and Indians when it comes to Bollywood. It is essential that Bollywood PR and marketing practitioners and businesspersons take this information into account—after all, research and audience analysis is the first step to any successful campaign.”
Amanda further adds, “As the research study indicates, the Bollywood film industry and music industry are facing some serious issues. The Bollywood music industry seems to be in trouble since many people are downloading mp3s for free on the Internet. As far as the Bollywood film industry is concerned, encouraging the audience to view the same film multiple times at a theater is a goal the industry needs to work towards achieving.”
Unquote
13 Responses to “‘Study’ on NRI/PIOs vis-a-vis domestic audiences of Bollywood”
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Where is Amanda Sodhi?! I was hoping she would let us know the result of the survey
@Honhaar: Main Yahaan Hoon!!! And, yes I am working on the PFC Post about the survey…I want to make the PFC post more personal and want it to describe my research study process and the results in detail…It’s coming soon.
@Utpal: Haan, you’re right, I didn’t give the details of the 40 questions, because that would make the press release even longer than it already is ;-) I just picked some of the key/interesting stats from the research study. About the sample size not being too big…A total sample size of 179 isn’t insignificant, either, especially when there aren’t any research studies about this topic available to the common person. I’ll get into more details about why the sample size isn’t as large as it ideally should have been, soon, when I do my PFC post :-)
Were most of the sample size taken from already PFC-people or a random lot, because I know that the 32.2% get their reviews from PFC sounds too wishful thinking… as popoular as we are, I really don’t think we are that popular, which leads me to believe most of your sample came from us and kind of skews the results in a certain direction… not to say all the numbers aren’t correct, or that i poo poo on your results, but it may be warranted to know where the sample comes from? …this is the kind of research i like!!!
@Neil–A lot of PFC people took the survey. But, at the same time, there were LOTS of non PFC-people who also took the survey. However, yes, I admit it may very well be possible that the 32.2% statistic about PFC is not 100% accurate. I promise to explore all these ideas in my PFC post, and to also touch upon certain factors which may have skewed the data slightly (all research studies do come with flaws). I really wasn’t expecting the press release to make it to PFC before my post on it ;-)
Cool, Amanda. Include some graphs in your post; easy to read. Also include variances ;-)
@Honhaar–yaar, i’m not that good at making graphs in excel :-( but, i’ll give it a try ;-)
Interesting Survey! Personally, I would have liked to see a bigger survey in terms of questions and numbers. Since the total number of people is very small, the differences in percentages don’t make much of an impact but, it atleast might show signs…
Waiting for your post about this Amanda.
Amanda: yes indeed it would be interesting to know the finer details of the survey. the press release gave only the info that could make to a news item and nothing more than that.
About not expecting the release to make it to PFC before your post…well, I think you should have done both simultaneously since journos like me will get the press release as soon as the PR guys send it to media.
Waiting to hear from you….
Amanda there is one thing which I am afraid is true though not very encouraging.NRI s still prefer Switzerland and “ganno ka kheeth” type romance films and mostly go for films with big star cast.However it is nice to see that in the domestic market films like Khuda ke liye,mithya,khosla ka ghosla,Aamir,Johnny Gaddar are encouraged more.Did you get this result in your survey?
@Anindya: You know, I’m not sure if that’s true. In fact, many NRIs/PIOs actually indicated they want Bollywood films to be more realistic and original. So it is possible that the preferences of NRIs are changing when it comes to Bollywood films…or, perhaps we never fully understood their preferences since there was never any research available to back up some of our assumptions about this market segment.
I’m going to send in my in-depth post about the research study tomorrow ;-)
[...] In mid-February, I did my first PFC post about a Bollywood Research Study I was trying to administer for a Marketing class I was enrolled in. And, now it is July and I’ve finally disclosed the results, which have already been posted on PFC, courtesy of Utpal Borpujari. [...]