Understanding Youth (India) as a market and audience

Important Factors in this STUDY

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In the youth market, the focus will be on graduates (primary audience) and post graduates (secondary audience).
The following data is a careful selection of valuable insights from various research and survey reports available across media over the last 10 years across newsprint, research reports and internet blogs and websites. The study is secondary research collation and analysis based. There is significant statistical and analytical variation in the data available on the target market demographic, psychographic, segmentation and key lifestyle, attitude and behavior drivers; this may be due to many factors age group definitions, logistical choices, sample sizes, time limits, methodologies, bias, the nature of study, the survey/ research agencys commercial or non-commercial agenda etc. It is observed that there is a significant agent influencing the findings from the polls, research and surveys across media hype. The other factor is a strong, competitive need to develop an addressable shape and size to the youth market, which reflects in the inconsistencies across the studies done by various players. The document may only be considered as a precursor to a) the desire to maintain a consistent, diligent focus on the target audience and b) the evolution of proprietary research in future. To locate the exact target age-group within the context of generic market research and information about young people in India, any agency will need time, resources, investment and continuous studies across media.

Defining Youth in India

The terms Youth and Young people are used interchangeably. But UNICEF categorizes Young People in the age group between 1224 years, while Youth in the age bracket of 15-30 years. (Shuey, Elissa; UNICEF Report, 2oo4) The United Nations has defined Youth as the age group between 15 and 24 years of age. (Youth and Violent Conflict; UNDP, 2006)

 Indias National Youth Policy (2003) defined Youth as people in the age group bracket of 13-35 years. Further, NYP states that all the persons within this age group are unlikely to be one homogeneous group, but rather a conglomeration of sub-groups with differing social roles and requirements, and divided into two broad groups, 13-19 years (adolescent age group) and 20-35 years.

The young audiences in the age group of 17-23 years are our target, as these are the most likely to study in under-graduate and postgraduate colleges in Urban India. So we have a small proportion of adolescents and
a clear group of 20-24 yrs. We may have to extend to 25 years as a certain number of these people works for a year or two after graduation, before opting for either higher education overseas or choosing a post graduation course in India. So the likely target age group for us is 17-25 years, in other words undergraduates and post graduates. They form a significant part of the term Gen Y.

With half of the population under 25 and two-third under 35 years of age, India is the biggest youth market in the world today. For every youth brand, India is a market not to be ignored. The population size of people below 25 yrs of age in India is over 550 million, constituting a powerful demographic tremendously impacting education, business and society.

Some key takeaways below. - Total literate youth in India including primary, secondary, graduate and above falling between 0-25yrs of age numbers over 550 million. - The age group of 15-24 yrs numbers around 200 million. South India has the highest concentration of literate youth, followed by Central Indian states and Eastern states. - Out of this, urban India has over 135 million literate youth, about 36% percent of total literate youth population. Over 56% of this segment is male. - The graduation and above segment 17-24 yrs numbers over 40 million. - In urban India, this figures close to 15 million. Looking Closely - This generation is ambitious and optimistic; it embraces change and has a clear sense of where it is headed. - Most of them are technologically capable, connected, enterprising and savvy in their own sense. - In an exciting time of the countrys rapid economic growth, they are keen on playing their part in its future and look forward to their own success. - They are keen on social connections as well as highly competitive. - They are much focused on valuable higher education and exciting careers in newer, emerging industries. Youth from Indian metros differ from the ones living in Tier-II & Tier-III cities The urban teen is more career-oriented and has his/her priorities in place. The small town youth aspires to make it big within his/her limits and in some cases stay home and look after the family (15% in non metro). On other fronts, it doesnt matter what the difference is, they all want to study higher and work towards a better future. Tier-I cities: Delhi, Kolkata, Chennai, Mumbai, Bengaluru &
Hyderabad; Tier-II cities: Jaipur, Chandigarh, Indore, Bhopal, Guwahati, Ranchi, Nagpur, Lucknow et al; Tier-III cities: Varanasi, Ambala, Jabalpur, Nashik, Agra, Jodhpur et al

Some insights about their traditional media consumption, shopping habits, attitude

Life style attributes They have most IPods & personal laptops in the country. They blog. They travel with friends not family. They are true multitaskers- email, chatting, over phone and smsing at one time. They spend more time on Music, Sports and online. Least time spent is on magazine and newspapers. They dont have time- Cricket matches 5days -> 1 day-> 20:20; next what? They have pure disposable and discretionary income. They love movies like Rock On, Rang De Basanti not Don They learn and use most of the complicate gadgets; adults - struggle to keep up. They dont believe in Father figures, icons changes like seasons. They look for whats cool IPod is not cheap but in trend. Current elections have conveyed youth is serious and well aware. 55% youth buys apparel from key high streets and malls. Basic spending is growing by 4% - Apparel, Books, Music, Movies, and Vacation etc.

 Lifestyle spending is growing by 20%- Computers, Mobile Phones, Gaming consoles, internet connection etc In 1981 they were looking for 8 items now they are looking for 17 items. Threshold age of owning a mobile set is 16 years 53% claim to have had premarital sex, half of them below 21, according to an MTV youth survey Most young people are college educated here, unlike in the US where bulk of them tend to be high school dropouts "responsibility towards family and my freedom both are important." Displaying a high degree of individuality and independence in decision making, they shape a challenging and exciting consuming class.

LIFESTYLE

FASHION International & National brands (GUCCI, Levis, UCB, USI, and Converse shoes) LOOK Hair styling, Skin Care, Accessories, Personality SOCIALISING Facebook, Orkut, Chatting, Blogging, Clubs FITNESS Gym, Dance, Yoga, Swimming, Spiritual Fitness INDULGENCE Spa, Saloon, Massage EXCURSION Travelling, Adventure, Malls, Cruise holidays FOOD Coffee shops (Barista, Mocha, CCD), Intercontinental food (Italian, Mexican, Chinese), KFC, Subway, Tandoori Chicken

TECHNOLOGY
MOBILE PHONES iPhone, Blackberry, Nokia, Sony Ericsson, and mobiles with 3G EDGE, Wi-Fi AUTOMOBILES Cars (BMW, Audi, Volkswagen, Mitsubishi, Mercedes, Ferrari), Sports Bike (Ducati, Yamaha, Suzuki, Kawasaki, Honda) GIZMOS - Laptops/Macbook/iPad, Music player (iPods, MP3 players), LED, HD TV, Games Xbox, PS3

EDUCATION
STUDY ABROAD US, UK, Australia, Canada, Dubai ONLINE EDUCATION NEW CAREER OPTIONS RJ, VJ, DJ, Choreography, Journalism, Media Planning, Acting/Modeling

CULTURE
Increasingly inspired by West Competitiveness Openness about Sex Relationships Live-in Relationship, Affairs

Mobile Usage 282 million urban mobile subscribers 109 million rural mobile subscribers India is one of the big 5 mobile youth economies based on spend monetary value. India is the largest mobile youth market in the world, by subscribers India's youth is spending $21 billion on mobiles this year.

ENTERTAINMENT
SPORTS Cricket (20-20, IPL), Football, Tennis, Olympics BOLLYWOOD - Glamour - Shahrukh six pack abs, Kareenas size zero, Katrinas pants - Motivational & Positive Munnabhai MBBS, Taare Zameen Par, Rang De Basanti IDIOT BOX Music Channels (MTV, V, VH1) Reality shows (Roadies, Emotional Atyachar, Indian Idol, and Dance India Dance) International shows Friends, American Idol, Sex & the city EVENTS Movie Premiere, Dance Shows, Celebrity activity

CAREER
Fast bucks Quick growth Wide Exposure Entrepreneurial Outlook Work hard, party harder

Spending habits More than half the amount of disposable income with the youth is from working; though only 28 per cent work, it is enough motivation for the youth to start working sooner than later, so they could spend more. Also they neither invest for the future nor insure themselves. Earn today, live today. They are not risk averse, they want quick returns and hence their choices range from investing in stock market to mutual funds. They spend almost the same amounts annually, on an average, as their households, on apparel and accessories. Youth spends doubly more than their households on internet usage; landline telephones are pass compared to the mobile phones. Easy access to credit cards and no supervised spending limits Gives relatively more importance to the looks, brand image, shopping experience

IMPORTANT POINTERS

Freedom to pursue their talents Fame, Success & Growth Fitness freaks Showcase their strengths. Tech-savvy

Regional Insights
North has highest concentration of 13-24 yrs in India (39%), South (16%), 21% each from Western and Eastern India. South leads in terms of working youth and their disposable incomes are highest as compared to counterparts in the other regions. North Indian guardians spoil their ward with the highest level of pocket money. North loves its dine-outs, while South is ardent about its Tollywood. There are more smokers in East, while West likes chilling out with vacations. More of youth in North zone buy apparel and fashion accessories, though average spend is higher in West. Youth down South spend more on two-wheelers, while youth in West spend more on mobiles.

India is many countries, is not only a cute saying.

Ahmedabad accounts for the highest annual spends on furniture more than twice that of Delhi. Expense on mobile handsets is the highest in Ahmedabad. Expense on music systems is the highest in Mumbai. Chennai spends are the highest on durables of daily life.

YOUTH ONLINE

Psycho-social categorization of Indian youth target category of 1725 years

Class C around 65% of the youth, literate population in target age group, lives in rural (classification SECR1 to R4). They are economically under privileged, family oriented with strong traditional values and outlook on life. CLASS B around 31% in Sec A, B, C, D and E and have moderate global influence. They are well aware of global trends, yet stay rooted in Indian family values, customs and ethos. They are a rapidly growing category and perhaps number about at least 10 million.

CLASS A around 1.5 % in Sec A, A1. Influencers and initiators in any trend direction for the youth target age group. They are globally inclined, exposed and affluent, count to roughly 3million and they are strongly growing in number. They are internet savvy, highly influenced by all things Western food, fashion and culture, yet retain the Indian culture at heart. They consume most of trendy, luxury and ultra luxury goods.