Internet addiction of Indian youth

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a helicopter view on the internet consumption of Indian youth.

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  • Internet addiction of Indian youth

    1. 1. Internet addiction of today’s youth
    2. 2. I’m Raj and I RUN c2w
    3. 3. The children now love luxury ; they have bad manners ; contempt for authority ; they show disrespect for elders and love chatter in lace of exercise. Children are now tyrants , not the servants of their households. They no longer rise when elders enter the room . They contradict their parents , chatter before company, gobble up dainties at the table, cross their legs and tyrannize their teachers ….. Socrates 460 BC
    4. 4. FIRSTLY, TECHNOLOGY ADDICTION <ul><li>… is not restricted to a specific age bracket, but a mindset whose interests and behaviors are expressed across social media…. </li></ul>...these behaviors dictate how the youth interact with each other and the outside world
    5. 5. Communicating Consuming Creating What are they doing?
    6. 7. Communication or Exhibitionism?
    7. 8. THEY’RE DIGITAL STORYTELLERS, CONSTANTLY CAPTURING AND SHARING THEIR LIVES
    8. 9. <ul><li>FOR THE YOUTH MAJOR DECISION MAKING IS A TEAM SPORT </li></ul>THEY’RE CONSTANTLY CONNECTED TO THEIR PALS, RELYING ON THEIR ADVICE. BRAND OWNERS SHOULD TALK TO THE ‘COLLECTIVE’ RATHER THAN THE INDIVIDUAL
    9. 10. WHOSE MATING RITUALS HAVE CHANGED ASKING OUT ON CHAT BREAKUPS USUALLY HAPPEN ON SMS
    10. 11. ‘ WHEN I’M IN LOVE I’LL SHOUT IT ON SNS!’ AND SMS
    11. 12. AS THEIR WORLD IS BASED ON CONTINUOUS PARTIAL ATTENTION THEY ARE MULTI ‘MEDIA’ TASKERS
    12. 13. HORIZONTAL VS VERTICAL
    13. 14. NEWS HAS BECOME Youtube Blogs Micro Blogs
    14. 15. THESE DIGITAL NATIVES LEVERAGE TECHNOLOGY FOR FREE STUFF Software Music Movies Games
    15. 16. WHO FLOCK TO SERVICES WHICH MAKE THEIR LIVES CONVENIENT
    16. 17. AND DO NOT HAVE THE TECH RESERVATIONS OF THE PREVIOUS GENERATION <ul><li>College Application Forms </li></ul><ul><li>Mobile Recharging </li></ul><ul><li>Movie Tickets </li></ul><ul><li>IRCTC </li></ul><ul><li>Ebay </li></ul><ul><li>Net Banking </li></ul><ul><li>Air Tickets </li></ul>
    17. 18. AS THEY TREAT CONTENT AS COLLABORATIVE The ‘Control C Generation ’
    18. 19. >10,000,000 views
    19. 20. SO EVERYTHING MUST BE CUSTOMISABLE
    20. 21. BRANDS WHO INTRIGUE THEM WITH SOCIAL CURRENCY WIN Cool Forwards Badges and Titles Votes
    21. 22. MAYBELLINE CREATION CAMPAIGN ON C2W <ul><li>1200 contests created in 30 days </li></ul><ul><li>Most contests were created for the Make Up Queen Title </li></ul>
    22. 23. Save The National Animal
    23. 24. THEY’RE INSPIRED BY BRANDS INVITING THEM TO BE PART OF BIGGER WORLD ISSUES
    24. 26. <ul><li>Listen in on what users are saying about </li></ul><ul><li>your brand online </li></ul><ul><li>They will become your evangelists </li></ul>Tip:
    25. 27. IN A NUTSHELL <ul><li>Start conversations, not on one way messages </li></ul><ul><li>Leverage their creativity and facilitate UGC </li></ul><ul><li>Treat youth as ‘active communities’ who can spread your message NOT target groups </li></ul><ul><li>Make sure your brand is always in BETA mode. </li></ul><ul><li>Create useful stuff like widgets and applications that’s relevant to their lives. </li></ul><ul><li>Don’t treat real and virtual worlds differently. Ensure ideas morph seamlessly across media </li></ul>
    26. 28. THANK YOU [email_address] 9820322572

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