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.

Saturday, November 5, 2011

Mobile apps in India- a survey

Are people living in mumbai more interested in finance than those living in other cities? Are south Indians more fond of mobile gaming? Or are people in the North-East more inclined towards education? Their usage of mobile phone apps certainly seem to suggest so.
According to a survey conducted by Nokia, 16% of those surveyed in west download finance apps (the highest of any region), 23% south Indians mostly use gaming apps (again, higher than any other region) and 29% of people from the North-East download educational apps. Nearly 30% of south Indians surveyed use the apps on their smartphone during commutes, while 32% use them at home. Over 40% of those surveyed in the North download music apps-more than in any other Indian region. Around 25% of people in the North-East use almost all the apps they download on their smartphone, while their neighbours in the east, are the highest users of social networking apps (39%). The survey was conducted on 501 Indians last November.
"The mobile apps market in India can be pegged at $2 billion. Of the 70 crore mobile phone users in India, smartphone users account for around 1 crore," says Prashant Singhal, partner at Ernst and Young. A recent study by Informate Mobile intelligence, a telecom research company, says that 70% smartphone users visit a Value Added Services (VAS) portal and Operator VAS portals are most popular among their subscribers. "Value Added Services (VAS) contributes to around 10% of revenues of telecom companies and currently, apps seem focused on games, music and social networking," says Hemant Joshi, partner at Deloitte Haskins and Sells. "To make apps profitable, companies must introduce utility apps like banking and healthcare, for which users wouldn't mind paying Re 1 a day."
Gartner released a list of the most important mobile applications in 2012 on Tuesday that focus on high-end devices with an average selling price of over $300 (around Rs 15,000). Location-based services, social networking, search, commerce, payment, content-aware service, object recognition, instant messaging, e-mail and video will the top apps for 2012.
"VAS in India include SMS, caller ringtones and general web browsing, so mobile apps is still a small market, though it is growing quickly," says Jaideep Ghosh, executive director at KPMG India."Utility apps haven't been able to become very popular in India on the mobile platform due to lack of awareness for these apps among the target groups." Globally, mobile application store revenue is projected to surpass $15.1 billion in 2011, both from sales and advertising revenue. This is a 190% increase from 2010 revenue of $5.2 billion.

Source: http://articles.timesofindia.indiatimes.com/2011-02-25/india-business/28633905_1_mobile-apps-smartphone-users-mobile-gaming

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