Youth In India - a detailed study with references

Youth in India

Being in a country with the largest youth population, it is detrimental for brands to understand the mindset of this target audience.

Choice is everything an independent youth has, be it for their gadgets, food or entertainment. They live their lives muti-tasking with their studies, gadgets, internet and television amongst other things.

They try to seek their identity both online and offline through the various mediums available.

For youth the brand they associate with matters a lot more than a simple choice of necessity.

The following report showcases the various aspects of the youth population and attempts to establish an understanding of their preferences.

Executive Summary

World’s highest youth population is in IndiaSuccess drives today’s youngstersYouth population(15-24) around 231 million98% youth believe they have the power to bring

change to the worldMore than 50% claim they derive their power

from social network42% insist, they will actively participate in a

cause that will affect themMere 10% look up to public figures as role

models

Introduction

Source: The Hindu, MTV Power of one

Source: ingene.blogspot.in

Youth in India

Exhibitio-nist

Individua-listic

Gym goers

Desi attitude

Gadget loversSocially

active

Money as status

Tattoos

Entrepre-neurship seekers

Friends & family

Decision -makers

Source: various

Total population of India = 1211 millionYouth population (15-25) = 232 million which is 19% of the total

populationMale Population = 120.7 millionFemale Population = 111.3 million

Geo Segmentation

Source: censusindia.gov.in @ 2011, thepofmarketing.in, wikipedia.org, ingene.blogspot.in, unicef.org

52%48%MaleFemale

155 million of the youth population lives in the rural (SEC R1, R2 to R4) areas

73 million of the youth population lives in major cities (SEC A, B,C, D & E), and have moderate global influence

3.5 million of the youth belong to the creamy layer (SEC A1, A)

67%

32%

2%

Rural YouthCity YouthCreamy layer

Source: ingene.blogspot.in, unicef.org

Youth Behaviour

24%

43%

32%

1%

Gadgets

Phone, Laptop, Ipod

Cellphone

Laptops Ipod38%

19%

29%

14%

Food Preference

Desi Pun-jabiChineseFast Food Conti-nental

Source: Drishti editorial team conducted a survey of 100 students to find out their lifestyle preferences.

41%

27%

16%

16%

Music

RomanticRockRemixesInter-na-tional Bands

33%

27%

20%

20%

Reading

FictionGlamourBusinessInspirational

Source: Drishti editorial

As of 2009 there was 195.4 million people between age 13-24 who were literate.

Of which 56.1% is males and 43.9% females.

Literacy and Readership

Source: Financial Express @2010

Music /FilmsCurrent Affairs

Religious & spiritualSports

CookeryScience and technology

Environmental pollutionPoliticsFashion

77.50%71.80%

58.90%54.70%

38.70%35.30%34.40%

30.10%28.90%

Youth Interest In Topics To Read

CLICK TO ENLARGE

Average time spent on different media(% distribution of youth by sources of information)

(minutes) Newspap

er

Magazin

eTelevisio

n Radio Internet<15

27.4 14.1 2.3 11.3 715-30

49.1 44.3 14.4 37.3 24.530-60

19.7 31.9 32.6 29.2 4360-120

3 7.9 30.9 15 18.7>120

0.9 1.8 19.9 7.2 6.8Average time spent (Minutes/day) 32.4 43.9 97.6 60.9 69.9Esti youth (in mn) 177 52 259 71 12

Source: Financial Express @2010, ingene.blogspot.in@2011, Tru teen study

As per a survey, the number of internet users between the age 15-24 is 23 million

Of 60 million active Facebook users in India, 60% are under 25 years

Internet Behaviour

Source: Comscore.com, pitchonet.com, mandarmarathe.net@2012

61%

39%

Percentage of youth internet users male v/s

femalesMalesFemales

Source: techinasia.com@2010

Internet Usage

Source: dazeinfo.com

• The study revealed that when it came to Facebook usage among youngsters, Delhi and Mumbai ruled the roosts with Delhi reporting the second highest usage numbers (95.63%)

• Delhi youngsters also have the second highest ownership of mobile phones (86.27%)

• Also, the responses reveal that youngsters prefer Internet access over their mobile phones (58.98%) compared to Laptops (58.08%)

• 21.9% respondents said they access Internet over their tablets while 10% revealed they actually owned such a device

• Voice call remains the preferred mode of communication for Delhi students with 62.27% voting in favor of it. E-mails, IMs and SMSs all got 55% votes.

**According to a survey conducted by TCS on 12,300 high school students (aged 12-18 years)

Top 10 Trends Percentage

Use Facebook 85Access internet from home 84

Own Mobiles 79Use internet for study related research 74Own and access the internet through a PC 68Use internet for chat / to connect 68

Make Voice Calls 59

Use emails 45Spend more than 1 hour on internet 33

Internet Usage

Source: mandarmarathe.net@2012

As per Jabong.com the majority of their buyers are in the age group of 13-25

Yepme claims that 70% of its sales  is from small town and only 30 per cent from metros and big cities

Shopping Behaviour

Source: Comscore.com, pitchonet.com, mandarmarathe.net@2012

Source: MTV youth wallet@ 2012, ASSOCHAM Survey, IndiaSocial.in, Youth Research - MTV Insight Studio@ 2010

Spends About 75% of India’s youth spend on

cosmetics, apparel and mobile have surpassed Rs. 6,000 per month due to rise in pocket money, growing awareness, intense publicity campaign etc

The expenditure has exceeded Rs. 6,000 per month against their average expenditure of less than Rs 1,500 in year 2003 an increase of over 300% (The top five average spends

on activities, in per cent)(The top five fashion trends adopted by the young today, in per cent)

Spends – Male v/s Female According to findings, the male

consumers tend to spend more on cosmetics i.e. Rs. 1,000- 5,000 per month when compared to females mainly due to the demand for men's hair care, deodorants, razors and blades.

Gender analysis revealed that the awareness level was much higher in boys than in the girl’s case of girls.

Source: MTV youth wallet@ 2012, ASSOCHAM Survey, IndiaSocial.in

Passionists – Buying on the basis of ‘instinct’ or ‘emotion’

The First – Buying the newest and taking pride in being the most updated

Label Lovers – Buying on the basis of brand names

Exploratory – Buying pattern varies as the person may not stick to one brand

Followers – Buying is influenced by peers or other influencers

Shopper Type

Source: Youth report by DDB mudragroup

ExclusivenessFresh forms of entertainmentHigh value products at reasonable pricingProducts that gain complete trustInformation backed with proofCommunication channels to receive feedbackDynamic options

Brands should deliver -

Source: excerpts from various sources

Youth in India is a very dynamic statement in itself. It consists of a very large base of population within the country and they are extremely smart in terms of their choices. They are connected to multiple modes of communication mediums. There is also too much of bombarding of everything towards them at all times. This means that a brand to stand out ,will have to understand their needs first.

Conclusion

http://pitchonnet.com/blog/2012/08/21/how-well-do-indian-marketers-understand-the-indian-youth/

http://www.prnewswire.com/news-releases/impact-of-social-media-on-online-shopping-behaviour-in-india-249703921.html

http://www.dazeinfo.com/2012/06/01/india-social-networking-sites-usage-on-android-devices-survey/

http://www.comscore.com/Insights/Press_Releases/2012/8/In_India_1_in_4_Online_Minutes_are_Spent_on_Social_Networking_Sites

http://www.uis.unesco.org/Education/Documents/UIS-literacy-statistics-1990-2015-en.pdf

http://www.igidr.ac.in/pdf/publication/WP-2014-004.pdf http://www.unicef.org/infobycountry/india_statistics.html http://www.prb.org/pdf13/youth-data-sheet-2013.pdf http://www.slideshare.net/kaustavsengupta/sociopsychology-and-fashion-

trends-indian-youth-insightyoung1011 http://ingene.blogspot.in/ http://www.thehindu.com/news/national/india-is-set-to-become-the-

youngest-country-by-2020/article4624347.ece http://www.slideshare.net/bawre/understanding-youth

References

http://www.youthkiawaaz.com/category/youthaffairs/youth-trends/ http://talent.adweek.com/gallery/Top-13-TRENDS-that-could-define-INDIAN-YOUTH-

in-2013/6947429 http://asia-research.net/2013/04/contemporary-youth-culture-in-india-as-seen-

through-a-semiotic-lens/ http://www.slideshare.net/kaustavsengupta/i-nsight-young-2014 http://www.slideshare.net/kaustavsengupta/indian-youth-macro-trends-by-kaustav-

sengupta-2012 http://en.wikipedia.org/wiki/Demographics_of_India http://www.slideshare.net/contactvirender/india-youth http://www.cnbc.com/id/49472962 http://www.censusindia.gov.in http://www.esocialsciences.org/General/A201341118517_19.pdf http://www.techinasia.com/two-thirds-of-indian-online-shoppers-influenced-by-social-

media-2013/ http://www.palgrave-journals.com/dbm/journal/v19/n4/full/dbm201230a.html Online_and_Upcoming_The_internets_impact_on_India by www.mckinsey.com http://www.thepofmarketing.in/2005/09/socio-economic-classification-are-we.html http://en.wikipedia.org/wiki/SEC_Classification http://www.slideshare.net/samyakchakrabarty/ddb-youth-reportfinal-03 http://assocham.org/prels/shownews.php?id=4128 http://www.indiasocial.in/youth-survey-where-is-the-opportunity-for-brands/ http://www.dazeinfo.com/2012/05/25/social-media-and-mobile-devices-are-a-hit-with-

indian-youngsters-tcs-study/ http://wearesocial.net/blog/2012/11/social-digital-mobile-india-2/

http://www.indexmundi.com/india/demographics_profile.html http://issuu.com/pitchonnet/docs/pitch_july_2012 http://trak.in/tags/business/2012/08/27/comprehensive-indian-internet-usage-

statistics-report/ http://www.mandarmarathe.net/index.php/marketing-to-youth-in-india/ http://www.slideshare.net/mtv_play/mtvspeciallr

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