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.

Monday, February 13, 2012

Indians are among the happiest!

Notwithstanding the economic woes and conflicts, the world is a happier place now than what it was in 2007 and Indians are among the happiest on this planet, says a survey.
According to a poll conducted by global research company Ipsos, despite woes, conflicts, world a happier place than in 2007 as 22 per cent (up 2 points) of global citizens say they are "very happy" and the happiest people reside in Indonesia, India and Mexico.While eight in 10 (77 per cent) citizens in 24 countries surveyed said they are 'happy' in their lives, one quarter (22 per cent) said they are 'very happy' ? a key measure that identifies comparative depth and intensity of happiness among country citizens and the world, the report said.On a national level, Indonesia has the highest proportion of happiest people with 51 per cent citizens reporting they are 'very happy' followed by India and Mexico (43 per cent) each.Brazil and Turkey shared the third position, where 30 per cent of citizens expressed their contentment, followed by Australia and the United States each at 28 per cent.On the other end, Hungary (6 per cent), South Korea (7 per cent) and Russia (8 per cent) have the lowest number of 'very happy' people, followed by Spain (11 per cent) and Italy (13 per cent).Regionally, Latin America has the greatest proportion of 'very happy' people (32 per cent), followed by North America (27 per cent).Asia-Pacific and the Middle East and Africa shared the third place with 24 per cent of 'very happy' people.Not surprisingly, it is citizens in Europe who drag the global average assessment of happiness downward as only one in six (15 per cent) say they are 'very happy'.The poll of 18,687 adults conducted from November 1 to 15 2011 also demonstrates that those who are married appear to be the happiest when compared to all other groups, especially those who are not married. Besides marriage, age and socio-economic factor also played an important role for determining the level of contentment among people.Those who are under the age of 35 are more likely to say thet are 'very happy' than those who are in the age bracket of 35-49 across all countries surveyed, meanwhile, those with a high education and those with a high household income are among those most likely to be 'very happy'.The greatest improvements were found in Turkey (up 16 points since 2007) followed by Mexico (up 10 points), Australia (up 7 points), Japan (up 6 points) and India and Canada (each up 5 points).Of the 24 countries measured, 9 countries experienced increases in happiness intensity compared with 13 that dropped and two countries with no change.Those countries experiencing the greatest drop in happiness intensity were Brazil (down 9 points) followed by Indonesia (down 7 points), Russia (down 6 points) and South Africa (down 5 points).

No comments: