2. Background
๑ As per the 2011 census, 47% Indians are below 20 years of age
๑ By 2020, India’s average age would be just 29 years
๑ Generation Y are the primary drivers of consumption and spend in India
3. Those under 25 will account for 54 per cent of the total number
of netizens in urban India by 2018, up from 40 per cent in 2013
4. In terms of digital access, metro youth leads the way
5. Scope of the research
๑ To study the attitude of teenagers and youth, aged 13-21, towards the
internet
๑ Enumerate the usage patterns and peculiarities, basis age and income, if
any
๑ Examine the way young people use devices, apps, sites, and what each
means to him
๑ Determine reaction to ads on internet and the triggers to click on those
ads
๑ Understand their reaction to different media – TV, radio, print etc
๑ Elucidate his motivators and influencers – digital and general
6. Methodology
๑ The primary research was done in Mumbai and Delhi for a duration on
one week
๑ The sample size of the research was 50 across both cities
๑ Semi-structured, in-depth in-person interviews were conducted in
Mumbai and in-depth telephonic interviews in Delhi
๑ The interviews were conducted in malls and colleges in Mumbai
๑ Interviews were audio recorded with participant permission, and lasted
between 15-30 minutes
11. Common trends among all 13-16 Year olds
๑ They spend approx. 7 hours with gadgets throughout at day, including phones, TVs,
PCs, gaming consoles etc
๑ All of them own a mobile phone
๑ All of them use WhatsApp and Facebook on their mobile phones
๑ Many of them spend approx. 1 hour on FB, and 3-4 hours on Whatsapp, Snapchat etc
๑ Most of them are not compelled to check their phones in the morning
๑ Most of them use Snapchat and Hike, and also sometimes prefer them over WhatApp
๑ Prefer watching YT videos that are funny or interests them (AIB, TopGear)
I use FB during late evenings after tuitions.
That is the time when most of my friends are active.
A 13-year old girl (8th
class student)
25. Parents keep a strict tab on mobile usage especially
during the night
26. Common Trends among all 16-21 year olds
๑ Uses mobile phones throughout the day and consider it an
integral part of their lives
๑ Most of them have their phones password protected
๑ WhatsApp, FB and Instagram are some of the apps they use
everyday
๑ Spend 7-8 hours on Internet through mobile and 1-2 through
PCs, with approx 2 hours on FB and rest on apps like Whatsapp,
and Instagram
๑ Are most active on social media after dinner
27. ๑ Prefer content on humour, DIYs, movies, music and sports videos on
YouTube
๑ Online shopping is subject to getting better deals and trust on the site
๑ Regularly use apps like BookMyShow, Zomato, Jabong, Freecharge, TOI
๑ Prefer watching movies either by streaming online or downloading
through torrents
๑ Regularly follow websites like websites like Scoopwhoop and Quora
๑ Girls change DPs on Whatsapp more often as compared to Facebook
31. Are willing to use brands other than Apple and Samsung
and might go for specifications over brand
32. Boys are slowly turning to Twitter over Facebook,
whereas girls prefer Instagram to post pictures as they
get to follow “interesting people”
Twitter is more informative
and updates faster
A 17 year old boy,
at Palladium Mall
33. Will post pictures of exotic places, cuisines as compared
to their own pictures
34. Are willing to give up watching TV in favor of browsing
internet on phones
35. Trends among 16-21 year old (Mid income)
I watch ads on YT that are
funny, begins with nice music,
or moves me emotionally
A 17 year old girl
(Arts student)
36. Most of them have their own pictures as their phone
wallpapers
37. Many of them like taking selfies or groupfies in malls,
colleges whenever they hangout
39. Buy clothes online if they get good deals, else prefer to
shop at Bandra, Fashion Street etc
40. Only hangout at malls when with friends, will shop with
parents only during specific occasion
41. Girls spend more time watching TV as compared to guys,
who would rather play games on phones
42. Let’s see how a brand can use these findings to reach the
right consumer!
43. Examples
Most 13-16 Year olds like to
express themselves through
emojis and stickers while
chatting
Finding Brand How they can target
Lays Potato Chips
Lays emojis on Snapchat with
different emojis suggesting
different flavors of Lays chips
44. Examples
Most 13-16 year olds visit
malls with friends during the
afternoon during vacations
Finding Brand How they can target
Reebok
In-mall promotion through a
sports-based treasure hunt
competition
45. Examples
Most 16-21 year olds like
taking selfies whenever they
hang out in malls
Finding Brand How they can target
McDonald’s
A campaign where school /
college students take a selfie
with attendant – get a free
burger / coke after posting
online
46. Examples
Most 16-21 year girls watch
DIY videos on YouTube and put
keep their phones password
protected
Finding Brand How they can target
British Council
Create an app that locks the
phone and can unlock the
phone after every spelling
difficult words correctly
47. Examples
Most 16-21 year girls put their
own pictures as wallpapers on
mobiles
Finding Brand How they can target
Ponds
Create an photo-editing app
that allows them to change the
background to exotic
international locations
48. Examples
Most 16-21 year olds in mid-
income category shop online
only special occasion like exam
results
Finding Brand How they can target
Dominoes
Offer discounts on Pizzas
depending on your percentage
in SSC or HSC
49.
50. Limitations
๑ The study provides a helicopter view of the field reality and inferences drawn do not
provide conclusive evidence to any social characteristic in particular, albiet they aid
us in spotting the underlying trend
๑ The findings are based entirely upon the research conducted in Mumbai and Delhi,
and the hence may not be directly applicable to other metropolitan cities in India on
counts of socio-cultural diversity and contextual factors
๑ Due to constraints in time, the interviews in Mumbai could be limited to only certain
malls and colleges and may not be generalizable to other settings in Mumbai
๑ Such a survey should be taken periodically to gauge the exact consumer perceptions
as they keep changing over time
