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.

Thursday, October 14, 2010

Youth Readership survey - A brief overview

Source: business today (http://www.businesstoday.in/) October 17,2010

Survey results, reported in the Financial Express, are:

1. India’s youth population grew at over 2% to 459 million in 2009 from 390 million in the 2001 census, while the literate youth population grew at a more rapid 2.5% to 333 million from 273 million. Growth was faster in urban India (3.15% a year) than in rural India (2.11%)

2. Of the country’s total youth population of 459 million, literate youth constitute around three-fourths, numbering 333 million. Literate youth in rural India number 207 million (62.1% of the total) and 126 million (or, 37.9%) in urban areas. A large proportion, over 41%, is in the older 25-35 age group, followed by teenagers (36.7%), with the rest in the 20-24 age bracket (22.1%).

3. Almost three-fourths (73%) of literate youth in the country are from schedule castes (22.7%), schedule tribes (9.8%) and other backward classes (40.3%), according to the survey. Currently, caste-based reservation in educational institutes stands at 15% for SCs, 7.5% for STs and 27% for OBCs.

4. Awareness of government flagship social schemes like the National Rural Employment Guarantee Scheme and Sarva Shiksha Abhiyan is higher among rural youth compared to city dwellers.

5. Television emerges as the biggest media, with over 77% of the 333 million literate, or 259 million, youth exposed to it. Newspapers too are able to maintain their dominance, with over half (53%) of all literate youth, or 177 million, exposed to them. But in terms of preferred media for news & current affairs, newspapers win hands down, with around two-thirds (63.4%) selecting them compared with just a third (22.2%) for television.

6. Book readers (non-syllabus) number around 83 million (25% of literate youth), of which 39 million are in urban areas and 44 million in rural India.

7. Television emerges the biggest engager, with average time spent a day at over 97 minutes. Radio (61 minutes), magazines (44 minutes) and newspapers (32 minutes) lag far behind. Though the Internet reaches fewer than 4% of all youth (8% in urban areas), time spent with the medium is proportionately higher at over an hour a day (70 minutes), reflecting the medium’s stickiness.

8. Newspapers and the Internet share a high out-of-home exposure. Around half of all youth get to read a newspaper outside their homes, with shops/cafes/restaurants and neighbors as chief access points. Around two-thirds accessed the internet at cyber cafes and/or the workplace.

Interesting observation is the hour of engagement in internet (70 minutes) though the penetration is very slow (4%).

More informations at : http://ideasmarkit.blogspot.com/

National Readership Survey is available here: http://contentsutra.com/article/419-indian-readership-survey-r1-2009-some-highlights/

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