Consumer Lifestyles in India
Euromonitor International's Consumer Lifestyles in India report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, and home ownership trends. Use this report to understand the factors influencing a nation's lifestyle choices.
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Chapters: 22 | Tables: 164 | Publication date: Jun 2006
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Table of contents
1. INTRODUCTION
2. POPULATION
2.1 POPULATION BY AGE
India’s relatively young population – a marketer’s dream
Birth rate declining faster than the death rate
Table 1 Population by Age: 1990-2015
Table 2 Population by Age (% Analysis): 1990-2015
Table 3 Population by Age (Growth): 1990-2015/2000-2015
2.2 MALE POPULATION BY AGE
Preference for sons continues
The new age male is coming
A mid-life crisis
Table 4 Male Population by Age: 1990-2015
Table 5 Male Population by Age (% Analysis): 1990-2015
Table 6 Male Population by Age (Growth): 1990-2015/2000-2015
2.3 FEMALE POPULATION BY AGE
Alarming loss of baby girls
Significant increase in geriatric women
Table 7 Female Population by Age: 1990-2015
Table 8 Female Population by Age (% Analysis): 1990-2015
Table 9 Female Population by Age (Growth): 1990-2015/2000-2015
2.4 FERTILITY AND BIRTH
Northern states remain fertile
Children socially valued
Contraception – the husband’s decision
Single-children families becoming more common
Table 10 Fertility and Birth: 1990/1995/2000/2003-2005
Table 11 Fertility and Birth (Growth): 1990-2005/2000-2005
Table 12 Acceptance of Family Planning Methods: 1995/2000/2003
2.5 POPULATION BY MARITAL STATUS
Marriage still an important social institution
Divorces on the rise in urban India
Urban Indians marrying later
Table 13 Population by Marital Status: 1990/1995/2000/2003-2005
Table 14 Population by Marital Status (% Analysis): 1990/1995/2000/2003-2005
Table 15 Population by Marital Status (Growth): 1990-2005/2000-2005
2.6 POPULATION BY EDUCATIONAL ATTAINMENT
Education perceived as a ticket to employment
Foreign universities woo Indian students
Table 16 Population by Educational Attainment: 1990/1995/2000/2003-2005
Table 17 Population by Educational Attainment (Growth): 1990-2005/2000-2005
2.7 POPULATION BY NATIONALITY
Diversity in language
Table 18 Population by Nationality/Ethnicity: 1990/1995/2000/2003-2005
Table 19 Population by Nationality/Ethnicity (% Analysis): 1990/1995/2000/2003-2005
Table 20 Population by Nationality/Ethnicity (Growth): 1990-2005/2000-2015
2.8 POPULATION BY RELIGION
A Hindu majority reclaims their religion
Muslim population grows
Other minority communities move ahead
Religion goes hi-tech
Table 21 Population by Religion: 1990/1995/2000/2003-2005
Table 22 Population by Religion (% Analysis): 1990/1995/2000/2003-2005
Table 23 Population by Religion (Growth): 1990-2005/2000-2005
3. CONSUMER SEGMENTATION
3.1 INFANTS AND BABIES
Double income families pamper their young
Government supports breastfeeding
Table 24 Babies and Infants: 1990-2015
Table 25 Babies and Infants (Growth): 1990-2015/2000-2015
3.2 CHILDREN
Children rule
Rush for pre-school admissions
Table 26 Children: 1990-2015
Table 27 Children (Growth): 1990-2015/2000-2015
3.3 TWEENAGERS
A key role to play in decision making
Cricket-crazy boys
Lifestyle concerns in urban India
Table 28 Tweenagers: 1990-2015
Table 29 Tweenagers (Growth): 1990-2015/2000-2015
3.4 TEENAGERS
Mobile phones and coffee bars
Leisure time choices
Table 30 Teenagers: 1990-2015
Table 31 Teenagers (Growth): 1990-2015/2000-2015
3.5 STUDYING AGE
Pressure of examinations
Summer jobs
Ambitious girls
Directionless boys
Table 32 Studying Age: 1990-2015
Table 33 Studying Age (Growth): 1990-2015/2000-2015
3.6 YOUNG ADULTS
Careers taking priority
Still sexually conservative
Table 34 Young Adults: 1990-2015
Table 35 Young Adults (Growth): 1990-2015/2000-2015
3.7 MIDDLE-AGED ADULTS
Mid-life career change
Male menopause
Table 36 Middle-Aged Adults: 1990-2015
Table 37 Middle-Aged Adults (Growth): 1990-2015/2000-2015
3.8 BABY BOOMERS
Table 38 Baby Boomers: 1990-2015
Table 39 Baby Boomers (Growth): 1990-2015/2000-2015
3.9 PENSIONERS
Independent living on the rise
Retirement communities viewed as an option
Table 40 Pensioners: 1990-2015
Table 41 Pensioners (Growth): 1990-2015/2000-2015
3.10 SINGLE-PARENT HOUSEHOLDS
3.11 SINGLE PERSON HOUSEHOLDS
3.12 DINKS (DOUBLE INCOME NO KIDS)
Troubled sex lives
3.13 FAMILIES
4. REGIONAL DEVELOPMENT
4.1 POPULATION DENSITY
Pressure on natural resources
Increased pollution and environmental problems
Table 42 Population Density: 1990-2015
Table 43 Population Density (Growth): 1990-2015/2000-2015
4.2 POPULATION BY URBAN/RURAL LOCATION
Unequal distribution of facilities and infrastructure
Corporate interest in rural development
Table 44 Population by Urban, Rural Location: 1990-2015
Table 45 Population by Urban/Rural Location (% Analysis): 1990-2015
Table 46 Population by Urban/Rural Location (Growth): 1990-2015/2000-2015
4.3 POPULATION OF FOREIGN CITIZENS
Foreign nationals on the move
4.4 REFUGEES AND ASYLUM SEEKERS
Table 47 Refugees and Asylum Seekers 2000-2005
4.5 MIGRATION RATES
The Indian Diaspora
The return of the native
Table 48 Migration Rate: 1990/1995/2000/2003-2005
Table 49 Migration Rate (Growth): 1990-2005/2000-2005
Table 50 Estimated Size of Indian Community Abroad by Country: 2001
4.6 POPULATION OF MAJOR CITIES
Mumbai slum dwellers
Construction chaos in Delhi
Bangalore - India’s new style capital
Table 51 Population of Major Cities: 1990/1995/2000/2003-2005
Table 52 Population of Major Cities (Growth): 1990-2005/2000-2005
Table 53 Slum Population of Major Cities (% breakdown): 2001
5. HOME OWNERSHIP
5.1 HOUSING STOCK
A future demand for 40 million units
Housing finance sees frenetic activity
Computerisation of land records
Growing FDI in housing
Government to concentrate on rural housing
Table 54 Total Housing Stock and New Dwellings Completed: 1990-2015
Table 55 Total Housing Stock and New Dwellings Completed (Growth): 1990-2015/2000-2015
5.2 NUMBER OF HOUSEHOLDS BY TENURE
House prices escalate in large cities
Mobile population on the rise in big cities
Table 56 Number of Households by Tenure: 1990/1995/2000/2003-2005
Table 57 Number of Households by Tenure (% Analysis): 1990/1995/2000/2003-2005
Table 58 Number of Households by Tenure (Growth): 1990-2005/2000-2005
5.3 NUMBER OF HOUSEHOLDS BY TYPE OF DWELLING
Rural homes predominantly semi-permanent structures
Basic infrastructure woefully lacking
Table 59 Proportion of homes by predominant material of roof: 2001
Table 60 Proportion of homes with various facility within the house: 2001
6. HOUSEHOLD PROFILES
6.1 HOUSEHOLDS BY NUMBER OF PERSONS
Household size drops
Table 61 Households by Number of Persons: 1990/1995/2000/2003-2005
Table 62 Households by Number of Persons (% Analysis): 1990/1995/2000/2003-2005
Table 63 Households by Number of Persons (Growth): 1990-2005/2000-2005
6.2 HOUSEHOLDS BY NUMBER OF ROOMS
Multi-purpose rooms most common
Increasing affluence brings demand for bigger homes
Migrant population drives need for single room accommodation
Table 64 Households by Number of Rooms: 1990/1995/2000/2003-2005
Table 65 Households by Number of Rooms: 1990/1995/2000/2003-2005
Table 66 Households by Number of Rooms (Growth): 1990-2005/2000-2005
6.3 HOUSEHOLDS BY SEX AND AGE OF HEAD OF HOUSEHOLD
Women as head of households on the rise
Older couples seeking independence
Table 67 Households by Sex and Age of Head of Household: 1990/1995/2000/2003-2005
Table 68 Households by Sex and Age of Head of Household (% Analysis): 1990/1995/2000/2003-2005
Table 69 Households by Sex and Age of Head of Household (Growth): 1990-2005/2000-2005
6.4 HOUSEHOLDS BY EDUCATION OF HEAD OF HOUSEHOLD
6.5 HOUSEHOLDS BY SOCIO-ECONOMIC STATUS OF HEAD OF HOUSEHOLD
Growing numbers of self-employed
Table 70 Households by Socio-Economic Status of Head of Household: 1990/1995/2000/2003-2005
Table 71 Households by Socio-Economic Status of Head of Household (% Analysis): 1990/1995/2000/2003-2005
Table 72 Number of Households by Socio-Economic Status of Head of Household (Growth): 1990-2005/2000-2005
6.6 OWNERSHIP OF HOUSEHOLD DURABLES
India on its bike
The telecom revolution
India’s middle class broadening out
Table 73 Ownership of Household Durables by Type: 1990-2015
Table 74 Ownership of Household Durables by Type (Growth): 1990-2015/2000-2015
6.7 PET POPULATION
Dogs remain most popular pets
A grey line between strays and pet dogs
Rabies – a significant killer
Prepared pet food still unpopular
Fish aquariums a growing business
7. LABOUR
7.1 EMPLOYED MALE POPULATION BY AGE
IT services bring new job opportunities for the young
Older men face job insecurity
Rural males find marginal work
Table 75 Employed Male Population by Age Group: 1990/1995/2000/2003-2005
Table 76 Employed Male Population by Age Group (% Analysis): 1990/1995/2000/2003-2005
Table 77 Employed Male Population by Age Group (Growth): 1990-2005/2000-2005
7.2 EMPLOYED FEMALE POPULATION BY AGE
Rural women take to marginal work
Service sector growth boosts female employment
Women making inroads in white collar jobs
Table 78 Employed Female Population by Age Group: 1990/1995/2000/2003-2005
Table 79 Employed Female Population by Age Group (% Analysis): 1990/1995/2000/2003-2005
Table 80 Employed Female Population by Age Group (Growth): 1990-2005/2000-2005
7.3 UNEMPLOYED MALE POPULATION BY AGE
An urgent need for more employment
Rural men bear the brunt
Affirmative action in the private sector
Table 81 Unemployed Male Population by Age Group: 1990/1995/2000/2000-2005
Table 82 Unemployed Male Population by Age Group (% Analysis): 1990/1995/2000/2003-2005
Table 83 Unemployed Male Population by Age Group (Growth): 1990-2005/2000-2005
7.4 UNEMPLOYED FEMALE POPULATION BY AGE
Table 84 Unemployed Female Population by Age Group: 1990/1995/2000/2003-2005
Table 85 Unemployed Female Population by Age Group (% Analysis): 1990/1995/2000/2003-2005
Table 86 Unemployed Female Population by Age Group (Growth): 1990-2005/2000-2005
7.5 PART-TIME EMPLOYMENT BY SEX
Table 87 Part-time Employment by Sex: 1990/1995/2000/2003-2005
Table 88 Part-time Employment by Sex (% Analysis): 1990/1995/2000/2003-2005
Table 89 Part-time Employment by Sex (Growth): 1990-2005/2000-2005
7.6 WORKING CONDITIONS
Young Indians and the work ethic
Organised sector has worker-friendly environment
Unorganised sector sees exploitation and low wages
Unions make no headway in IT sector
Women earn less
Labour unrest on the decline
Table 90 Strikes and Lockouts: 2001-2005
8. INCOME
8.1 PERSONAL INCOME
Allowances key to salary packages
Urban and rural income disparities
Table 91 Mean Annual Gross and Disposable Income: 1990-2015
Table 92 Mean Annual Gross and Disposable Income (Growth): 1990-2015/2000-2015
Table 93 Average Annual Salaries: 2005
8.2 AVERAGE ANNUAL DISPOSABLE INCOME BY EDUCATIONAL ATTAINMENT
MBA salaries take off
Self-employed see higher incomes
Table 94 Average Annual Disposable Income by Educational Attainment: 1990/1995/2000/2003-2005
Table 95 Average Annual Disposable Income by Educational Attainment (Growth): 1990-2005/2000-2005
Table 96 Mean annual household income: 1999/2005
8.3 AVERAGE ANNUAL DISPOSABLE INCOME BY SEX
The gender gap continues
Table 97 Mean Annual Disposable Income by Sex: 1990/1995/2000/2003-2005
Table 98 Mean Annual Disposable Income by Sex (Growth): 1990-2005/2000-2005
8.4 MEAN DISPOSABLE HOUSEHOLD INCOME
Falling tax rates bring cheer for some
Table 99 Mean Disposable Household Income: 1990-2015
Table 100 Mean Disposable Household Income (Growth): 1990-2015
8.5 NUMBER OF HOUSEHOLDS BY DISPOSABLE INCOME BRACKET
Poverty levels falling
Table 101 Number of Households by Disposable Income Bracket: 1990/1995/2000/2003-2005
Table 102 Number of Households by Disposable Income Bracket (% Analysis): 1990/1995/2000/2003-2005
Table 103 Number of Households by Disposable Income Bracket (Growth): 1990/1995/2000/2003-2005
9. CONSUMER EXPENDITURE
9.1 CONSUMER EXPENDITURE BY PURPOSE
Spending on food less of a burden
Public transport fails to keep up
Private hospital care broadening out
Table 104 Consumer Expenditure by Purpose: 1990-2015
Table 105 Consumer Expenditure by Purpose (% Analysis): 1990-2015
Table 106 Consumer Expenditure by Purpose (Growth): 1990-2015
9.2 PRICE INDICES
Prices of Health services soar, as private care grows
Increased competition brings down communication prices
Demand for urban housing raises prices
Table 107 Price Indices: 1990/1995/2000/2003-2005
10. HEALTH
10.1 HEALTHCARE PROVISION
Government encouraging private healthcare
Medical tourism growing in importance
Universal health insurance idea mooted
Indian healthcare gets a boost
Medical profession still sought after
US woos Indian nurses
Table 108 Healthcare Workers: 1990/1995/2000/2003-2005
Table 109 Healthcare Workers (Growth): 1990-2005/2000-2005
10.2 MAJOR CAUSES OF DEATH BY DISEASE
TB deaths still an issue
Lifestyle diseases on the rise
Table 110 Major Causes of Death by Disease: 1990/1995/2000/2003-2005
Table 111 Major Causes of Death by Disease (Growth): 1990-2005/2000-2005
10.3 SMOKING
Government bids to stub out smoking
Tobacco usage by women on the rise
A ban on smoking in movies
Table 112 Smoking Prevalence Amongst the Population by Sex: 1995/2000/2003-2005
Table 113 Smoking Prevalence Amongst the Population by Sex (Growth): 1995-2005/2000-2005
10.4 OBESITY
Obesity concerns grow in urban India
Malnutrition still a problem
Obesity more of an issue for women
Upper income group slimming down
Table 114 Obese Population as % of Total: 1990/1995/2000/2003-2005
Table 115 Obese Population as a % of Total (Growth): 1990-2005/2000-2005
10.5 SEXUAL HEALTH
AIDS reigned in
Table 116 Reported AIDS Cases: 1990/1995/2000/2003-2005
Table 117 Reported AIDS Cases (Growth): 1990-2005/2000-2005
10.6 HEALTH AND WELLNESS
Growing health awareness in urban India
FMHG market makes a promising beginning
Indoor exercise for higher earners
Ayurveda’s second coming
Table 118 Medical Infrastructure under Indian Systems of Medicine: 1999
11. EDUCATION
11.1 PRIMARY AND SECONDARY EDUCATION
Government tax for education
Mid-day meal scheme increases enrolment
Table 119 Primary & Secondary Student Enrolment: 1990/2000/2001-2003
Table 120 Children not in School: 2005
Female literacy showing improvement
Table 121 Literacy Rates: 1981/1991/2001
Lower income look to private schools
Table 122 Private vs. Government School Enrolment: 2005
Tuition becoming a way of life
IB programme gains a wider audience
11.2 TERTIARY EDUCATION
College educated numbers rise
Debate on quality of science education
Education fairs attract urban youth
Rising numbers of overseas students
Table 123 Higher Education Students: 1990/2000/2004
12. EATING
12.1 HABITS
Regional cuisine – the people’s favourite
Lower diet diversity in rural India
Table 124 Food Spending, Rural vs. Urban: 1993/1994
Eating out grows in urban India
Food services gaining momentum
12.2 FRESH FOODS
Fresh markets still the norm
Table 125 Consumption of Fresh Foods by Sector: 2000/2005
12.3 PACKAGED AND PROCESSED FOODS
Packaged foods up against loose sales
Affordability limits processed foods
Frozen foods make a start
Ready meals tap the singles segment
Table 126 Consumption of Packaged and Processed Foods by Sector: 2000/2005
12.4 EATING OUT
Street food – the common man’s eating out
Mumbai and Delhi take to McDonalds
Home deliveries preferred to takeaway
Table 127 Expenditure on Eating Out by Sector: 2000-2005
Table 128 Expenditure on Eating Out by Sector (Growth): 2000/2005
13. DRINKING
13.1 HABITS
Any time is tea time
Soft drink consumption – a sign of affluence
Varied alcohol drinking habits
Preventive strategies still lacking
13.2 ALCOHOLIC DRINKS
The urban elite take to wine
Spirits dominate
Pub culture in its infancy
Table 129 Consumption of Alcoholic Drinks by Sector: 2000/2005
13.3 SOFT DRINKS
Bottled water meets a functional demand
Adding fizz to the soft drink market
Table 130 Consumption of Soft Drinks by Sector: 2000/2005
13.4 HOT DRINKS
Coffee bars bring excitement
A tea-consuming nation
Table 131 Consumption of Hot Drinks by Sector: 2000/2005
14. SHOPPING
Indians love to shop
Prices drive the mass market
Luxury goods gaining importance
Rural fairs gaining structure
Malls become tourist attractions
Mobile-based services is the future
14.1 FOOD
Local grocers still dominate volumes
Supermarkets see high sales value growth
Satisfying demand for snacks
14.2 COSMETICS AND TOILETRIES
Beauty and wellness go together
High value sales being creamed by direct sellers
The importance of sachet packs
14.3 CLOTHING AND FOOTWEAR
Tailored vs. ready made
Women hitting the shops
14.4 LEISURE GOODS
Lack of leisure time in rural areas
Piracy dogs leisure market sales
14.5 HEALTHCARE
Modernising retail trends
Packages picking up
Rural Indians become medical tourists
14.6 HOUSEHOLD GOODS AND HOME IMPROVEMENT
India seeing a credit boom
Paying out for all mod cons
15. PERSONAL GROOMING
15.1 ATTITUDES
Metrosexual male arrives in India
Women gain confidence with colour cosmetics
Fair skin on the wish list
Table 132 Expenditure on Cosmetics and Toiletries by Grooming Sector: 2000/2005
15.2 PERSONAL HYGIENE
Body Odour creating a stink
Rural spending being cultivated
Table 133 Expenditure on Cosmetics and Toiletries by Personal Hygiene Sector: 2000/2005
16. FASHION
16.1 ATTITUDES
Films dictate fashions
Imitations and export surplus
Ethnic chic is in
Skin is in
16.2 CLOTHING AND FOOTWEAR
Sari still the dress of choice
Underwear comes out of the closet
Store beats brand in battle for the customer
Sports shoes winning the race for young consumers
Table 134 Expenditure on Clothing and Footwear: 1990/1995/2000/2003-2005
Table 135 Expenditure on Clothing and Footwear (% Analysis): 1990/1995/2000/2003-2005
Table 136 Expenditure on Clothing and Footwear (Growth): 1990-2005/2000-2005
17. LEISURE
17.1 HOME ENTERTAINMENT
Television viewing the popular choice
Learning to read the market for books
Indian authors in English boosting book sale
PC games attracting the younger generation
17.2 GOING OUT
Films remain a national pastime
17.3 SPORT
A country of spectators
Organised sport for the younger generation
Adventure tourism options grow
17.4 DIY AND GARDENING
No DIY culture
17.5 CULTURE
Music and dance strike the right note
Temple visits attracting followers
Museums attract a limited following
18. PERSONAL FINANCE
18.1 BANKING AND PAYMENT SYSTEMS
India’s parallel economy
Small moneylenders still cashing in
Urban middle class takes to e-banking
Electronic payment systems grow
Young adults take to ATM technology
18.2 SAVINGS
Saving rate drops in 2005
Table 137 Household savings as a proportion of GDP: 1999-2004
Households look to government savings
Table 138 Household financial savings by type: 2002-2004
Gold – the Indian woman’s financial security
18.3 FINANCIAL CARDS
Debit cards replace ATM cards
Indians turn to debit cards for cash withdrawals
Rural consumer credit
Cards establishing wider acceptability
Table 139 Trends in Financial Cards: 2000-2005
Table 140 Financial Cards - Growth: 2000-2005
18.4 PENSIONS
Addressing retirement issues with privatised pensions
State schemes creaking at the seams
19. MEDIA
19.1 TRENDS
CAS confusion continues
19.2 TELEVISIONS
National channel has the monopoly
Indian love affair with television carries on
Table 141 Penetration of Televisions and Number of TV Channels: 1990/1995/2000/2003-2005
Table 142 Penetration of Televisions and Number of TV Channels (Growth): 1990-2005/2000-2005
19.3 CABLE AND SATELLITE TELEVISION
DTH poised for cable battle
Regional channels to the fore
Upper income niche drives demand
Table 143 Penetration of Cable and Satellite Television: 1995/2000/2003-2005
Table 144 Penetration of Cable and Satellite Television (Growth): 1995-2005/2000-2005
Table 145 Forecast Penetration of Cable and Satellite Television: 2005/2006/2010/2015
Table 146 Forecast Penetration of Cable and Satellite Television (Growth): 2005-2010/2010-2015
20. COMMUNICATION
20.1 TRENDS
Mobile phones capture India’s imagination
M-commerce the next big thing
SMS – the new communication tool
India’s postal system delivers in rural India
Table 147 Mail traffic: 2002/2003
20.2 TELECOMMUNICATIONS
Private sector grows fixed line services
Call charges downwardly mobile
PCOs – a growing community
Mobile services set for further growth
Table 148 National and International Phone Calls, Telephone Lines in Use and Mobile Phone Users: 1990/1995/2000/2003-2004
Table 149 National and International Phone Calls, Telephone Lines in Use and Mobile Phone Users (Growth): 1990-2004/2000-2004
Table 150 Forecast Mobile Phone Users: 2005/2006/2010/2015
Table 151 Forecast National and International Phone Calls, Telephone Lines in Use and Mobile Phone Users (Growth): 2005-2010/2010-2015
20.3 PCS AND THE INTERNET
Broadband usage set to take off
Internet telephony now online
Table 152 Household PC Penetration and Internet Usage: 1995/2000/2003-2005
Table 153 Household PC Penetration and Internet Usage (Growth): 1995-2005/2000-2005
Table 154 Forecast Household PC Penetration and Internet Usage: 2004-2005/2010/2015
Table 155 Forecast Household PC Penetration and Internet Usage (Growth): 2005-2010/2010-2015
21. TRANSPORT
21.1 TRENDS
Bicycles the option for Indian masses
Increasing affluence boosts two-wheeler market
Indian traffic in a jam
National Policy on Auto Fuel
The changing face of long-distance travel
Table 156 Population of passenger transport vehicles in India: 1999-2003
21.2 CONSUMER EXPENDITURE
Rising fuel costs boost expenditure
Planes and trains go head to head
Buses capture the tourist
Table 157 Consumer Expenditure on Transport by Sector: 1990/1995/2000/2003-2005
Table 158 Consumer Expenditure on Transport by Sector (% Analysis): 1990/1995/2000/2003-2005
Table 159 Consumer Expenditure on Transport by Sector (Growth): 1990-2005/2000-2005
22. TRAVEL AND TOURISM
22.1 TRENDS
Family ties still tightly bound
Tirupati the destination of choice
Indians find the passport to foreign travel
The Indian Diaspora boosts inbound numbers
Table 160 Trends in Travel and Tourism: 2000-2005
Table 161 Trends in Travel and Tourism Expenditure: 2000-2005
Table 162 Domestic trips by reasons of travel: 2002
Table 163 Favourite Destinations for Domestic Travel: 2002
Table 164 Share of Spending of Visa Cardholders: 2004