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.

Tuesday, October 25, 2011

Most of the Indian youth reads news at the online sites

The year 2010-2011 can very appropriately be termed as ‘The Year of Scams’ for India. From CWG to Adarsh Housing Society, India witnessed scams in almost every major sector. The common man in India who has seen and heard about numerous such scams with regularity that leaves the outside world astonished, is mostly unflustered after any such news breaks. But the sheer number and magnitude of scams those were unearthed before the common man in the past year surprised and generated interest from all in the country.

While television and newspapers have remained the primary source of information for any news, internet has also played its role in creating awareness about these scams and providing readers with more details and facts around these. ViziSense, in its report, analyzed and highlighted that contrary to common perception, a substantial chunk of audience is from the age group of 15-24. The report highlights readers from the 15-24 years age group constitute 24% of the total size of audience that has read scam related news online. But the largest chunk of 40 % is formed by working professionals, the age group of 25-35.

Not to surprise an astonishing 77 % of readers read about the 2G scam on the internet which is said to be one of the biggest scams of recent times. This was followed by the CWG scam read by 16% of readers. Adarsh, land scams and LIC corporate loan scam followed the list.

The data was analyzed and collected basis ViziSense panel’s consumption of news content across top news / web portals.

Source: http://www.indiainfoline.com/Markets/News/Scams...Indian-youth-make-a-beeline-for-online-news-sites/5097947932

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