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

new terminology....IN'GLO'DIANS (Copyright@INgene)

I am introducing a new terminology to explain the Indian youth segment. As per the observation the youth segment is broadly devided into three catagories:

Bharatiyas : the youth who blvs in traditional aspects more than the global essence.........70% Traditional Bharat 30% "feel good" India.

Indians : the youth who blvs in modern India (not necessarily being global)
................80% contemporary India 20% traditional Bharat.


In'glo'dians : the youth who blvs in more global essence though (s)he is rooted in India......say 80% global 20% Indian.


India’s Independence day: Short Review of Online India

August 15th, 2008 by Taly Weiss
Filed under Trend Spotting Behavior, consumer behavior, internet behavior, mobile web

Celebrating Independence Day in India, TrendsSpotting releases a short review on Online India statistics:
Internet use
According to ComScore: 28 million people in India age 15 and older accessed the Internet from home and work locations in May 2008.
Internet users in India represent approximately only 3% of the population (potential for continued strong growth).
The average Indian Internet user visited the Internet 25 times during the month and was online for 28 minutes per visit.
• Those between the ages of 15-24 were the heaviest Internet users among all age segments, spending nearly 12 hours online per month on average.
• Some of the fastest growing Web site categories during the past year included Maps (up 64 percent), Sports (up 60 percent), Entertainment - Movies (up 55 percent), and Finance – News/Research (up 52 percent).
Top Websites in India:
Top players are showing a relative growth from year 2007.
Google Sites ranked as the top property in India: nearly 20 million visitors in May, a 35% increase versus year ago and the largest growth among all other properties. That’s too include: Google Search (up 38% to 17.1 million visitors), social networking site Orkut (up 39% to 9.3 million visitors), blog platform Blogger.com (up 102% to 7.3 million visitors), and video site YouTube (up 131% to 6.3 million visitors).
Yahoo! Sites ran second with 18.7 million visitors (up 28%), followed by Microsoft Sites with 12 million (up 11%). Indian portal Rediff.com ranked as the top local property with 9.2 million visitor (up 19%), followed by government site NIC.in with nearly 6 million visitors (up 5%).

The top ten online activities:

According to WAT consultants - most popular topics to involve youth on SN communities are: Bollywood, Cricket, Football, Wrestling, Music (Indian Metal and Rock) and Gaming.
Internet Shopping a growing trend:
Nielsen Global Online Survey reveals that 78% of the Indian respondents have used the Internet to make a purchase and more than half of the respondents (55%) have made at least one online purchase in the past one month.
Popular products to shop online:
73% Online Indians have purchased airline tickets/reservations in the past three months (this percentage being the highest for any country in Asia Pacific). Books (46%), Electronic Equipments (29%), Tours & Hotel Reservations (24%), Videos/DVDs/Games (23%), Event Tickets (23%), Clothing/Accessories/Shoes (21%), and Music (20%) are some other popular purchases made online by Indians.
Mobile stats:
TRAI reports 286.86 million wireless users in India at the end of June, up 55% from a year earlier. The Indian Mobile market is considered the fastest-growing in the world.
You might be wondering why I, Taly was the one to publish this report. Good question. Frankly, Apurba, Indian born, stats minded (Rediff employee) could have done a much better job. Only our dear Apurba went traveling for few days. I hope I have captured Online India well enough ( I must say that it was quite a surprise to find so little published research on India). Apurba – have a wonderful vacation and Happy Independence day to you and to all our dedicated Indian readers.

source: http://www.trendsspotting.com/blog/?p=448

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