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.

Sunday, June 16, 2013

the perception of Social media, mobile phone and their use- Gen Next vs. Gen Old, in India

‘oh it’s so irritating to see my students are always at facebook!’ Mr. Reddy (46, teacher at a private school ) commented recently during a conversation over coffee.  A widening generation gap on the perception of social network (‘wastage of time’ vs. ‘great way to communicate’) and it’s super emphasized ‘ill effects’ are mushrooming the ban of social networks at the educational institutions across India.  

But, contradicting to what the ‘oldies’ think, here’s a survey report that was published at the time of India, June 16th 2013. The report states “about 75 per cent of India's youth prefers social media over phone calls to communicate, with more students using the Net for school-related tasks, says a TCS survey…. The findings, a part of Tata Consultancy Services (TCS) Gen-Y survey 2012-13, reveal that today's youth are collaborating through social networking tools and building virtual communities aided by affordable bandwidth and smart devices.

Interestingly, the youth are also finding ways to divert the firewalls and access social networks! Rubani (21years) informed me that platforms like ‘hidemyass’ is increasingly used to access the banned contents. It’s also ‘cool’ to break the firewall and let everybody know! Recently in the confession page one girl expressed her ‘love and respect’ to a boy who is known to be a great ‘breaker’.

The TOI reported ‘India's post-millennial generation, those people born in 1996 and afterwards, seem set to overtake the preceding millennial generation, taking communication over social networks like Facebook and Twitter and instant messaging modes like Whatsapp to newer extremes… Nearly three out of four students cited "Research for School" as the main reason to access the Internet followed by social reasons like chatting and connecting with friends (62 per cent)… Seventy four per cent of those surveyed said they use Facebook the most to communicate while 54 per cent conceded to use SMS, both significantly higher than the number of students who said they use voice calls (44 per cent) for the same purpose… The survey said the urban post-millennial generation is increasingly turning to text and chat as alternatives to voice”.

To be noted most of the institutions even banned mobile phones! Large universities like Anna university (which controls 227 engineering colleges apart from many other universities) have banned mobile phone way back in 2006.

To TOI TCS Chief Executive N Chandrasekaran said “Urban school students today are gaining greater online access with more affordable bandwidth and smart devices on offer. They are an ultra-connected generation using the power of the Internet for education as well as collaborating through social networks and building virtual communities."

 The survey added that the preference for Facebook is equally high among respondents in both metros (92 per cent) and mini-metros (91 per cent).

Hence, there is a clear perception gap (regarding the usage of social media and mobile phone) among the Gen next and older generation. The older generation must understand that social networks are great platforms to learn, communicate, network and gain knowledge.

Read the TOI report here

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