qualitative study on the Indian teenager and new trends in their behavior. written in 2009 keeping in mind that they might be India's first consumer generation post economic liberalization.

1. Hey ‘ssup? A peep into the world of the Indian teenager

3. Te ee ens? But Why?

6. The sheer number and the economic clout implies Teens of today will be the belly of Indian Buyers tomorrow

7. But then hasn’t much been already written and documented on youth? Are teens not part of youth?

8. The boring biological facts state that they are different “ The teenage brain is not just an adult brain with fewer miles on it …It’s a paradoxical time of development. These are people with very sharp brains, but they’re not quite sure what to do with them.” Frances E. Jensen, a professor of neurology, Harward

9. And thereby behave different Aakash as a teenager Aakash as a 22 year old

10. Better understood in terms of venn diagram Youth A Teens B

11. Better understood in terms of venn diagram Youth A Teens B Whereas there are commonalities, there are differences as well

12. The rigor followed

18. Context setting

19. Born in the years of 1991-96… with the ‘economic revolution’ spoon in their mouths Born to parents who have memories of pre liberalized India…but have acquired their economic independence & status in life…they are globe trotters & are far more open minded than previous generations Digital Natives: First generation to have grown up with online chat and net surfing, blogging…technology an extension of their consciousness Born in the era of plenty…these kids are ‘trained shoppers’ now unlike previous generations How has it all impacted the Indian teen?

20. The study has been segregated into 2 sections Decoding teens DNA decoding their attitudes towards some predefined measures Current flavors Media Habits What’s in – What’s out

21. Section 1 : Decoding teens DNA How do they describe themselves? Self reflection through others eyes Daily routine Interests & hobbies Relationship with authority figures – parents & teachers Role of sexuality Emotional highs & lows Stress factors Role of money in their life’s As influencers in buying decisions Their definition of Freedom Fun Cool Success Their Role models

23. First impression

24. Articulate & Witty The teens of today are a smart witty lot, capable of articulating opinions on almost everything “ If a genie grants me 3 wishes I will ask for happiness, good marks in exams and 100 more wishes…” 13 yr, M, PS

25. From why to how They also come across as having an answer for everything…a movement away from the ‘why’ generation…more of a ‘how’ generation “ Our potential lies in our own hands…its how we utilize it..” 16 yr, F, HE

26. How do the they describe themselves?

27. The stage is characterized by ‘trying to find’ their own identity…almost soul searching to find … who they are.. “ I cant answer this…” (13yr, F, PS) “ This is a difficult question..” (14, Yr M, HE) “ Ahn….wait let me think..” 15yr, M, HE The feelings are more pronounced in younger generation over all…and also shows a skew towards boys… Still finding their own identities

30. Reflected even in their perceived strengths & weaknesses

32. - DNA, Mumbai Overall boys came across more stiff than girls…more reserved and reticent

33. Their areas of interest

36. Irrespective of the gender & social strata one thing that clearly comes out is that these kids are a passionate lot…also it is not collective passion but often Individual Passions Follow passions with passion

37. Kabir, 14 years, PS

38. Shivai, 17 years, HE shifted from PS

39. Rahul, 17 years,PS in West Delhi

40. Kanika, 16 years,PS in West Delhi

41. Utkarsh , 15 years, PS

42. WHY IS IT THAT U CAN SEE SMONE SLIDING TOWARDS DEATH AND NOT HOLD THEIR HAND AND GO WITH THEM?OR GO BACK INTO TIME AND GIVE THEM ALL THE LOVE YOU CAN GIVE THEM ONCE BEFORE THEY GO?WHY CAN'T YOU TRANSFER FEW YEARS OF LYF N BREATH FOR SEEING SM1 AROUND YOU TO MAKE YOU SMILE?WHY CAN'T YOU WRAP UR ARMS AROUND SM1 N TEL DEATH YOU JUST WONT LET GO?Y CANT U PUSH BACK THE LAST BREATH AGAIN N AGAIN UNTIL UR READY TO SAY GUDBYE?N AFTER GIVING UP WHR DO U FIND THE STRENGTH TO CARRY ON? WHERE?? Udit, 17 years, PS Member of allpoetry.com First book published at the age of 15years

43. Vasavi, 14 years, PS Vasavi in a jazz performance

44. Irrespective of gender, age, sex and passions they are all unanimous about their dislike They hate studies!!

47. Self reflection through eyes of others

48. These kids don different hats with different people and are equally comfortable in each role… “ Every one has a different opinion of me…and I am pretty fine with it…” “ My Friends think I am trustworthy, and helpful..”13 yr, M, PS “ For my friends I am cool..” 14yr, F, PS “ My teachers like me..I finish my homework in time…ask relevant questions..”…15yr, F,PS “ Participate…so they have no complaints..”…13 yrs, M,HE “ My parents feel I am a bit irresponsible and unorganized…”14yr, F, PS “ My mom feels I am lazy…”…16yr,F,HE “ They feel I have potential but I don’t work hard enough…”17yr,M,HE “ My siblings think I am irritating…” “ Irritating, keep playing pranks but also caring..” “ My neighbors have no opinion of me..” 16yr, F,HE Multi faceted personalities

49. Is this another indication of K.G.O.Y ? Not manipulative but certainly smarter…know how to behave in front of each of their social circles …know what is expected of them and they act and behave accordingly

50. Given the milieu of environment that these kids face (school, passions, facebook etc) these kids are adapting themselves to various stimuli and thus adorn multi faceted personality with ease

51. Anahita, 16 years, HE Before going for a party At school

52. Various roles of Shivangi, 16 years, PS

53. Vasavi,14years, PS

54. No wonder the icons that they relate to are also multifaceted like them…

55. Miley Ray Stewart and Hannah Montana are a single fictional character….who lives as ordinary teenager by the day and successful pop singer by night Miley Cyrus Miley Stewart Hannah Montana

57. Down to earth Harry an orphan with magical abilities

58. Best of both worlds by Hannah Montana

59. How comfortable are they with self…and with their environment?

60. If they were given a chance to be reborn “ I am extremely comfortable with my self and my family…but I would prefer to be born in a more progressive environment…” Comfortable with self & family…not with society 13 yr, F, PS 14 yr, F, HE 13 yr, M, PS 17 yr, M, HE 13 yr, F, PS “ In Singapore…because people have more modern way of thinking..” “ The society still has different rules for girls and boys…which I don’t think is the case in west…” “ People are still very traditional thinkers…” “ I want to redo some of the mistakes I made as a kid…got into bad company.. “ I wish I was richer…”

61. And they definitely have an opinion of the society and issues connected

64. Inundated by news such as terrorism…increased involvement of school in topics such as global warming, green clubs etc…has seemed to make these kids much more ‘socially aware’ then the older generation were at that age

66. A typical day in their lives

69. The kids of today are adept at multitasking…chatting with friends, completing their projects, tuitions, hanging around and of course following their passions with ease all at the same time seems like second nature to them Effortless multitaskers

70. However in their hectic activity schedules their best moments are spent with their friends …talking, chatting, hanging around…and thus they actually look forward even going to school !! “ If I were given a day to be spend the way I want to spend it…I will spend it with my friends…doing anything…malling, hanging around…maybe just gossiping…”…14yr, M,PS Best moments with friends

71. What is on their mind? What do they talk about ?

72. What’s on their minds 1. Buy cat litter 2. Finish FOIL worksheet for Mr. G 3. Stop telling Lilly everything 4. Go to Pearl Paint: get soft lead pencils, spray mount, canvas stretchers (for Mom) 5. World Civ report on Iceland (5 pages, double space) 6. Stop thinking so much about Josh Richter 7. Drop off laundry 8. October rent (make sure Mom has deposited Dad’s check!!!) 9. Be more assertive 10. Measure chest Princess Diary More than we can imagine

75. And in what language do they talk Lingo Jingo…

82. Love hanging around with friends Talking to friends Best moments are at school YET , closest relationships is with the family …especially with mothers (even amongst older kids) “ I am closest to my parents…”14yr, F,PS “ Tell my Mom everything..”16 yr, M, HE “ Even when I had this crush on this guy…first person I told was my mom..”15yr, F,PS “ If I had listened to my parents at an earlier age…I would not have got into bad habits…like drugs…”…17yr,M,HE

83. New age parents use ‘democratization & reason’ & not dictation… “ If I just tell her do this or do that she will never listen…I have to make her participate in that decision..make her feel that it is OUR decision…”(Preeti, mother of a 13 year old) “ When my daughter had a crush on a boy at the age of 12…I sat and discussed with her the pros and cons…we actually wrote it down to clear her mind…” (Gurinder, mother of Komal, 13 years) “ When I had a crush on my a boy I told my mom..we discussed the pros and cons…I realized that love can happen later…but studies cannot….made me realize what was more important” (Komal .PS on the same issue) “ When I broke with my girlfriend first person to know was my Mom…I cried in front of her” (Raghav, 17years, HE)

85. Though often it is at the cost of parents dilemma… “ Sometimes I wonder whether I am being too liberal with him..” (Mother of Raghav, 17years) “ Infact I tell my daughter..I give her more freedom than any of her other friends moms…she still wants more freedom..” (Archana, mother of Vasavi , 14 years)

86. “ We talk about what movies , malls…everything…” “ They talk about their husbands, kids…” “ Only yesterday our teacher was telling us she saw Singh is King with her family and that she liked it…” “ Sometimes our teacher treats us in the canteen..” “ My teacher has pet names for some of us….she calls me Mottu….she is very sweet she asked me Kya hoa Mottu tu itna pareshan kyun lag raha hai..” Relationships with other authority figures like teachers have also changed to become more informal & open 16 yr, F, HE 13 yr, F, PS 15 yr, M, HE 16 yr, F, HE 16 yr, F,HE

87. So what is the fallout of these relationship dynamics

88. Teens today do not come across as rebels unlike the preceding generation…in fact … they are more open to rational thinking and are more risk averse than what we think them to be… No more rebellion

89. They weigh the pros and cons of high risk behavior more than adults & actually overestimate the risks But they still indulge in ‘foolish’ activities because of their age

93. Changing attitudes towards gender play

94. The early teens is also characterized by sexual exploration and hence having a boyfriend/girlfriend is common …infact almost mandatory at times!! My first crush was when I was 9 years…” “ Everyone has a boyfriend or girlfriend at my age..it is not mandatory…but you do feel left out if you don’t have one” “ To be popular you need to have a boyfriend /girlfriend…” 13 yr, F, PS 14 yr, F, PS 16yr, M, HE

96. Loss of Innocence…at an amazingly early stage!!..these kids are certainly well informed and do not shy away from admitting that

97. “ These 2 classmates are seeing each other…when we went for a trip to Manali…they were with each other…we all know what would have happened..” … 13year old As described by a 14 year old teen…. There are 4 stages in a relationship First : hugging and kissing Second : Feeling each other with clothes on Third : Feeling each other with clothes off Fourth…Sex and Oral etc So when you talk about couples you basically talk about what stage are they on…

98. However, there does not seem to be any sense of regret among those who are yet single….infact a high degree of rationalization “ See..you cant be serious about this stuff right now…other things like studies are more imp..” “ Its not that I have not been asked out…both the guys that asked me out were wrong…one was younger to me…the other I was not very interested in…” “ Between studies and dancing…I don’t get the time…” “ In my opinion …bf’s/gf’s should be only in college…” 15 yr, M, PS 16yr, F, PS 14 yr, F, PS 14yr, F, PS

99. Realizing the concept of ‘impermanence’ at an early stage! (esp amongst older boys) “ I am in a relationship… my 3rd one..” “ My first girlfriend was when I was 13 years…lasted for 4 months…then 2 nd one lasted for around 8 months…the current one I am with her for 1 year now… 17yr, M, HE 16 yr, M, PS

100. The kids of today are very comfortable with talking about their own sexuality…even with complete strangers! “ I realized in 9 th that I was not normal…I decided to take counseling sessions ..” “ Its was difficult dealing with the realization but I am fine now…” “ My mom was..and perhaps still is extremely upset…but I cant help it…” 17 year old

102. The girls especially still believe in fairy tale romances !

103. The girls especially still believe in fairy tale romance ! MJHT … Josh is the kind of person who doesn’t care if a girl is flat-chested or wears size-ten shoes. .. The kind of person who can see beyond all that into the depths of a girl’s soul. I know because when I looked into his eyes & I saw the deeply sensitive person inside him, struggling to get out.” The Princess Diaries

105. Emotional highs & lows

108. What are the stress points?

109. stress = studies “ What if I don’t do well in my exams..” “ Stress is to have 2 tests on the same day..” “ Exam time is stress time..” “ Most of the issues with parents is also on studies..” 13 yr, M, PS 14 yr, M, PS 14 yr, F, PS 16 yr, M, PS

113. What does freedom mean to them ?

114. The kids of today feel they are already ‘free birds’ “ Due to my liberal upbringing I consider myself free..” “ I do take my own decisions most of the time so in that manner I am free..” “ My parents do not force decisions on me…so in way I feel I am free only..” “ I know that our generation is much more free than previous generations..” “ I am 16 now and capable of taking my own decisions…I know what is good or bad for me…” 16 yr, F, PS 14yr, F, PS 16 yr, F, PS 16 yr, M, HE 15yr,F, PS

115. However teens are teens and thereby they could definitely do with more! An important aspect of this freedom wanted ‘is not to do rebellious things’ but to have more fun with their contemporary lives “ Freedom is when I don’t have to take permission every time I want to go out..for watching TV..for chilling..” “ Just living life MY WAY..which is perhaps watching TV whenever I want “ “ Freedom is to talk on the phone…as much as I want..” “ My mom tells me I get more freedom then most kids my age…I do agree with her…but I want more privacy!!..I want a private room” 13 yr, M, PS 14yr, M, PS 14 yr, F, PS 16 yr, M, PS

116. Irrespective of their individual definitions, one common thread that defines freedom for the teens is freedom from studies! “ when I don’t have to study!..” “ Freedom is when exams are over!!..” “ Freedom is when I don’t have to think about studies..” 13 yr, M, PS 14 yr, F, HE 15 yr, M, PS

117. What is cool for them?

118. The kids of today are comfortable with self and thus cool is not an external factor but something that is intrinsic to them…it almost like I define my own cool quotient “ I am Cool…” “ Being myself..” 13 yr, M, PS 15yr, F,HE

119. Being Cool to them is lesser about looks or brands but more driven by attitude and personality “ How your attitude towards life is..”..14yr,F,HE “ Its not what you wear but they way you behave that defines whether you are Cool..”…16yr,F,PS “ Knowing what to do in life is cool…”…16yr,M,HE Having a special skill/talent is cool..”…14yr, F,PS

120. Teens as influencers

121. From influencers to information providers The teens today are being sought by their parents to help them take imp purchase decisions, as they are seen more ‘informed’ as well as ‘tech savvy’ The teens in turn are ‘active’ participants to this decision making….

124. Role of money

125. Interestingly teens of today do not come across as spendthrifts…but as prudent savers… “ Spend 40% on food, accessories…rest save..” “ I have still 10,000 Rs saved in my account from last 2 years Rakhi…” “ perhaps buy a bit…then save…” “ probably save all of it…” 13 yr, F, PS 14yr, F, PS 16yr, M, PS 14yr, M, PS

127. Dreams and aspirations

128. The teens of today realize that there are a number of options available to them…however at this stage it is perhaps leading to more confusion than clarity “ I will choose 1 from the 100 options I have..” “ Pilot…fashion designer..or maybe a bone doctor!!..” “ Either a business man or a football players..” “ Choreographer, lawyer or a journist….” “ Activist, poet or psychoanalyst….” 13 yr, F, PS 14 yr, F, PS 16 yr, M, PS 13 yr, M, HE 16 yr, F, PS

129. Definition of Success

130. The kids of today being shaped by the competitive environment believe that there are no short cut to success…. “ There is no short cut to success…everything is determined by your hardwork and potential..” However, in their pursuit for success its is perfectly fine to cheat a little bit if it does not hurt anyone…. Also though value of education is not undermined, street smart rather than book smart is what they endorse Success to them is balance of multiple factors such as money, fame, love, satisfaction and family

131. Who are their role models?

134. Certain values (hard work, preservance, faith in self), making a comeback Teens today are more grounded then what we believe them to be!

135. Recapping key findings

157. Section 2 : Current Flavors Media Consumed What’s in – whats out

158. Media touch points Some gender & age differences

160. Websites they visit on a regular basis Primarily Facebook You tube Chat Google Other sites mentioned : Gaming sites like Zapak.com Strategy games – Iceberg, fall2, escaped, trapped Extramarks.com orkut

162. popular singers/bands Miley Cyrus Akon Eminem Avril Rihana Hillary Duff Kingston Ashley Blackeyed peas Linkin park Music they listen to A mix of Bollywood & English numbers Rock on with Linkin park & iron maiden

163. What do they read? Low prevalence of reading habit Not a single book/magazine that cuts across universally The most popular are Harry Potter and Meg Cabbot series Amongst newspapers the only thing read is HT city/Delhi Times - Bollywood news, Horoscopes, movie ratings, Sudoku, Cartoons(some)

164. Event those who did seem as avid readers… did not mention it as their primary passion …

165. Sagar Banerjee, 16 year old

166. Anahita, 16 year old

168. What is IN What is OUT

174. PIO* * Phew its over