About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Friday, August 15, 2008

Indian Youth Lifestyle & other report

Ahh...not INgene survey but this interesting report I found in : http://www.enewhorizons.net/industries/Newsletter/Indian_Youth_Lifestyle.html

Indian Youth Lifestyle

An interesting survey by Drishti Editorial Team

A survey conducted by Drishti Editorial Team to know how we are and how we live!!

"Get me that filmfare, let me look at that blonde look of kareena! "" Wow, rust colored jute kurti with sequins in the neck line, a new one?

"No guys, no more discos tonight, we'll frack out at the multiplex."

"Hey, what's happening? for last eight minutes, I've not received a single sms!"

Hi dear reader,

Are you started having read the opening lines? Not? Then you are one of the Hep, Modern In vouge and therefore, In-demand youth! In our our slang COOL you know!

After all, Lifestyle' was our topic for survey. Life style as word companies of two complementary words: Life and Style. And especially when it comes to youth the latter word rings a bell in their heads, doesn't it? So how we define our life style?

Life Style is the way a person lives. This includes patterns of social relations, consumption, entertainment and dress. The term lifestyle also reflects and individual's attitudes, beliefs and essentially the way the person is perceived by himself/herself and at times, also how he/she is perceived by others. For this mega edition of Drishti, the survey was essentially carried out to understand the behavior of the youth, how they are, what do they wear, watch, play, talk, live and their attitude towards changing trends. The survey was conducted of 100 young respondents with the help of a questionnaire with 10 flat multiple-choice questions.

The findings

Additions to wardrobes
Though the modern youth does not run for designer clothes, their wardrobes are up to date. Most of them make additions to their wardrobes every month or bi monthly. There is a microscopic minority makes additions even weekly!

Gizmos are one thing can't be separated from today's youth. They literally breathe GIZMOS. Cellphone is the most popular with the highest of 43% or usage. Well, reasons are many: low costs, attractive facilities like sms, games, downloads and of course, chit-chat ! Congrats to IBM and Compaq, 32% of the youth also nod positively for laptops. And a rare 1% feels puffed up while naming iPod! Guess what, the remaining 24% uses all the three mentioned above! Kya COOL chhe?

Preferred Cuisines & d. Sources Entertainment
FOOD. One essential category that can't be ignored. Surprisingly today's youth prefers our Desi Punjabi food (38%) leaving behind the ever popular Chinese (19%) and Fast Food (29%) or even the very trendy continental (14%). Our friends also provided us with the best entertainment pack available. an amazingly high 64% was awarded to Freaking out with friend 10%, Multiplex with 19% and Malls with 7%. We did give them an option of Any other and sadly no one votes for attending. Drama shows or live music evenings, etc?!

Pastime Activity
Listening Music (Mind well, it's only listening?!) is one thing the youth loves spending time with. It is followed by visiting friends, watching movies and surprisingly reading!!!

Monthly Experience
Despite the growing rate of inflation in our country, the pockets sizes of youth aren't increasing as much. On an average they all spend around Rs. 1000 a month. some of them do go up to Rs. 2000. There are a few pockets that are really deep that stores and soon blows off an amount up to Rs. 4000.

Music & H. Conveyance
The result returned out to be a bit astonishing in this category. It seemed as if the love bug and bitten everyone around. Romantic soft songs emerged as our clear winner (41%) with Rock music (27%) Remixes (16%) and International Bands (16%) to follow. Unicorn, Pulsar, CBZ and for the faire sex, Activa, Scooty and Kinetic ! Winning spree is made by personal vehicles in modes of conveyance that the modern day youth uses. Public transport and walking seems' Gone are the day's to the youth of today.

Well there isn't anything specific that the youth loves to read. Still Fiction remains their age-old favourite the 33% of the reading youngsters (that's you otherwise would not be reading this mega edition and this enlightening article, isn't it?) Following closely is their new favourite - The Glamour Magazines (27%), Business Magazines (20%) and Inspirational Books (20%).

Addictions Obsessions
May be I'm Addicted, I am out of control? it's so difficult to resist..! Ya, this youth has a few addiction - obsessions also something that they are unstoppably crazy about. The survey found out that there's a tie for the top position between Shopping and Internet. Only a few are obsessed about listening to music or movies.


You belong to the YOUTH category if:

You shop every month for new clothes and accessories, consider your cellphone as important as your heart beats, eat Desi Punjabi food while freaking out with friends riding your personal vehicle, read fiction books while keeping soft romantic songs buzzing around and still manage all this by spending just around a 1000 bucks a month!! Intelligent ! Afterall modern, folks!!

Majority of Indians wish to be reborn in motherland
14 Aug 2007, 2124 hrs IST,PTI

NEW DELHI: Given a choice, the majority of Indians wish to be reborn in their motherland, even though the booming economy is yet to be translated into a better quality of life, a latest survey says.

"While India is perceived to have made a significant progress as a country, only 15 per cent Indians feel their quality of life has improved," the AC Nielsen survey conducted on the occasion of the 60th year of Independence said.

However, this did not hamper the patriotic feeling as 89 per cent respondents wished to be reborn as Indians if they were given a choice.

The 11 per cent who did not wish to be reborn as Indians comprised mainly youth aged between 15-24 years.

Young people today are more informed, curious about everything and are aggressive. It is not surprising that some would aspire to something new and different if they had a choice, Nielsen Company Measurement Science and Technical Training Director N S Muthukumaran said.

The respondents felt India has improved its position in the past decades in the fields of business and commerce (57 per cent), science and technology (43 per cent) and education (19 per cent).

Among the least progressed fields in Independent India, politics tops with 39 per cent, while 82 per cent respondents feel corruption needs to be eradicated. Poverty eradication programme and law and order follow politics as the least progressed areas.

Source: http://timesofindia.indiatimes.com/India/Majority_of_Indians_wish_to_be_reborn_in_motherland/articleshow/2281732.cms


workhard said...

Hi, your post is very interesting
it was refreshing to read it

Work from home

Unknown said...

So when age becomes irrelevant, does it mean that the so called Youth Market is a myth just like the much hyped Indian Middle class ? Most of the marketers tend to use Lifestyle as a variable to define segments with in the Youth market.

Amrita BIswas
Chiang Mai

francislmonteiro said...

Is India the same spritual land of old.Are we today the satan of kaliyug .How much scam bribe crime,looting gulfinglands.There are so many social workers and very important spritual and simple leaders who want to bring Ashoka kingdoom but have failed as they themselves only want mass mobilisation but not ask well learned patriot youth to fight each and every election
Can any true patriot Indian tell me that this one political party can bring back the rule of Vikramaditya.We foll hear the hype of Media,or our inclination towards religion ,affection and regionilishm and give vote to wrong candidates
You youth open your eyes and see why these news are effecting our Governance
1]Congress bows to EC but backs Khurshid in private
2]Cbi probes $-100 million charges on Praful Patel civil aviation minister.As any VIP trown in jail for looting Motherland in Veer Savarkar Jail
3]Cops seize rs one core,congress says it is party fund
4]Coming soon Free medicines at Govt hosps.Why so late?
5]Muslim leaders ask CM tough questions
6]Parties sell dream of global city sop for girl child
7]Top cop raps ACP's for failing to stop gambling flesh trade
8]Long road to justice for Godhra riot
Pl awake to call and you youth bring the change