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, September 3, 2012

Social media behavior among youth in India : a review

in a previous report quoted in my post on "multiple user accounts at social networking site" mentioned the 'fatigue' among youth from social media. Here's another report published at comscore found that Google Sites ranked as the top destination in June 2012 reaching nearly 95 percent of the online population, while social networking reigned as the top online activity accounting for 25.2 percent of all online minutes!
The study – conducted by ComScore in June 2012 – exposes the accessible and engagement habits of Indian Internet users. While the Google Sites leads the list of top online destination in India with 94.8% reach, Facebook stands quite close behind with 83.4%. More than 57 million unique visitors accessed Google sites in June 2012 compare to Facebook’s 50.8 million. Among Indian brands, Times Internet sites took leads with 20.5 million reach beating its close competitors Network 18 and Rediff.com with significant margin.Yahoo and Microsoft Sites are comparatively less attractive among Indian internet users. While Yahoo Sites gained attention from 39.9 million unique visitors in June, Microsoft Sites reduced to only 29.3 million unique visitors. The report mentioned, Indian Internet users are more connected and engaged with social media titan than Google Sites. Each Indian Internet user spent around 224 minutes in June compare to 155 minutes over Google Sites. Social Media has emerged as the most preferred among users as it consumes more than 25% of total internet time spent. Surprisingly, Search and Email grabbed only 8.1% and 3.2% of total internet time respectively – losing the attention among Indian Internet users.In last few years, Google has been the most preferred and responsive destination for advertisers and marketers. However, the trend seems to shifting towards social networking sites, especially towards Facebook. For advertisers, the most valuable aspect in digital marketing the amount of time users stay engaged with any site and Social Media clearly leads here with 25% of online time consumption. Facebook has emerged as a clear winner over Google where Indian Internet users are spending more time than any other online property. In India, Google Android is the leading Smartphone OS and Facebook has serious take on it. While 93% of Android users in India are accessing social media from their phone, Facebook is equally recording high response from Google’s Android than any other mobile device currently available in 3rd biggest Internet country in the world.

The interesting contradiction of insights are arising due to the misunderstanding of 'usage' of social network. As mentioned earlier in my previous article, the youth in India are having multiple accounts to stay connected at social networks. It can be a growing trend due to affinity towards 'split persona' and easy 'mutation' behavior among youth. India, being a diversified multi-layered society encourages individuals to mutate according to the social environment (in regards to dressing, attitude, having, interest and opinion). 

In this song sequence of "Delhi 6" Bollywood movie its realistically shown on how the youth 'mutates' according to the social environment. The heroine of the movie changes the dress to appear 'different and contemporary' which might not be 'recorded' in a conventional 'survey' if any organization do the same on dressing styles / dressing behavior among youth in India (cause, she will never tell in the survey that she wears 'western dresses' !).


2 comments:

web design Bangalore said...

social media makes a great impact on youth's India. With these some school students are not interested in studying. a good blog. web designers bangalore

FASHION DESIGNING said...

Nice article …………. BSc Costume Design and Fashion in chennai