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The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 1
8th October...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 2
Outlook of ...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 3
Outlook of ...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 4
5. Indian y...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 5
12. When it...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 6
19. Feature...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 7
Q 1. What d...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 8
An overwhel...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 9
Q 5. What i...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 10
Q 7. What ...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 11
Q 10. Do y...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 12
Q 11. What...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 13
Q 13. Who ...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 14
Q 16. In l...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 15
Q 17. Wher...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 16
Q 19. What...
The Outlook of Indian Youth– Survey Study
A report by foreseegame.com & Microsec Research
8th October 2013 | 17
Q 21. In w...
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The Outlook of Indian Youth

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The Outlook of Indian Youth

  1. 1. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 1 8th October 2013
  2. 2. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 2 Outlook of Indian Youth They are young but not restless; energetic but not reckless; empowered and not at all hopeless! They are Indian youth ready to carry the country flag forward. India has experienced a dynamic change over last few years in terms of the age of its population and in next seven years India is set to become the world’s youngest country with 64% of its population coming under youth category. If these predictions by Indian census come true, then the youth population in India will touch 464 million by 2021. Economists believe that this huge demographic potential would give India an unprecedented edge in terms of economy in comparison to aging Western countries and would add a significant hike to the GDP growth rate of the country. The altered age structure of India’s population will also have a great impact on the country’s social, political and cultural aspects since the changing attitude and perception of youth is bound to leave its mark in these domains which are of utmost importance in the total development of a country. With the young brigade set to become the decisive power in India’s social, cultural and economic sectors, we at foreseegame.com thought it’s time to delve deeper into the subject. A previous feedback game run by foreseegame.com, indicated that India is at a cross-road in terms of outlook and opinion of its youth. The game was run from 20th to 22nd July, 2013, and it asked the participants which kind of marriage they believe in. The result came out on 22nd July itself and it was revealed that 55% opted for love marriage. The result proved that the traditional institution of arranged marriage is undergoing a transformation. The intriguing result gave birth to another set of fascinating questions. What makes Indian youth tick? Deep down are they supremely traditional, while posing a modern façade? Does the Indian youth still have faith in the age-old values that symbolizes eternal ethos of India? Or is it quite the contrary? Our latest Opinion Square survey aimed to dig into this aspect and came out with startling results. Confirming to the worries of the advertisers, the latest Opinion Square survey report revealed that 82% of the respondents do not watch advertisements during commercial breaks in between TV programmes, and 79% do not read newspapers either, thereby suggesting a strong requirement of Media which can connect brands with consumers. This revelation along with many others have successfully thrown a light on the changing outlook of Indian youth, the great navigating force of the country. Executive Summary
  3. 3. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 3 Outlook of Indian Youth Foreseegame.com is a unique portal of consumer engagement, which provides a platform for two way communication and engagement between the brand and the consumer using games of foresights. Microsec research is the research wing of Microsec Capital having experienced analysts across the sectors. We used the online feedback from the users of www.foreseegame.com. The users have been registered only on the basis of unique mobile numbers and hence, it provides authenticity and genuineness of the participants. The participation is being monitored by Google. About 25, 203 participants have contributed from all parts of India; however the limitation of this sample is that it is from the group of people who are users of internet. Executive Summary The take away points: 1. Confirming to the worries of the advertisers, 82% of the respondents say that they simply flip the channel or indulge themselves in other activities like checking emails or finishing pending casual works. Only 18% see and enjoy the ads. 2. When it comes to news Indian youth have not made much discrimination between different modes to receive it. 28% respondents say that they catch news from internet portals while 26% prefer to get it from television. 25% resort to mobile net while 21% stick with newspapers. 3. Indian youth do not want to be a common man. The magic of fame and money has virtually dazed them. Being a celebrity is the aspiration of life for 24% of respondents. A close 22% have chosen the accumulation of wealth as their ambition and for another 20% being renowned is the option. Only 8% of respondents wanted to remain a common man and an even lower 7% wanted to be a soldier. 4. Young India is divided about the ideal construction of family. Nuclear families are getting prominence and the old charm of joint families is gradually fading out and it has been reflected in the survey results as well. 55% of respondents have voted in favour of nuclear homes while 45% have opted for joint families.
  4. 4. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 4 5. Indian youth is much concerned about their elderly generation. Asked what the support system should be for parents in their old age, an overwhelming 71% of the respondents said that the parents should live with their children. Only 18% said that the parents should live independently but at a nearby place to their children. An even lesser 11% opted for old homes. 6. Health is important to the new-age Indian youth. When asked about their opinion on smoking, 63% respondents have said that they do not like smoking. 29% respondents are committed smokers; they smoke despite being aware of the adverse effects of smoking. Only 8% have expressed ignorance about the ill- effects smoking can cause on health. 7. Indian youth is more resilient when it comes to consuming alcohol. While 43% maintained that consumption of alcohol is completely wrong, 50% say it is right only if consumed in limited quantity. Only 7% have dedicated themselves to alcohol saying it’s absolutely ok to drink alcohol. 8. The age-old slogan of the Family Planning Association in India ‘Hum Do, Hamare Do’ is still relevant as 50% of the respondents have preferred to keep family that way. While 30% have wished one kid, 10% have preferred more than two kids and another 10% have opted for no kid at all. 9. There might be increasing western influence on the dress and attitude of Indian youth but when it comes to marriage they are completely traditional. 59% of respondents have chosen marriage as the best institution. On the contrary, live-in relationship has been chosen as a sound alternative by only 16% while another 17% have opted for open relationship. 8% have acted as staunch cynics saying there is no such thing as love. However, in one of our earlier games run in late July, 55% participants had said that they believed in love marriage. The result proved that the traditional institution of arranged marriage is undergoing a transformation. 10. The influence of western culture too has failed to make any mark on the food habit of Indian youth. Indian junk food has scored well above its western counterparts. 57% have chosen Indian junk food over western junks. Western junk food has scored only among 43% respondents. 11. The fact that Indian youth is becoming health conscious is evident from the fact that 64% have opted for Indian light health food over its western equivalents. Only 36% have chosen western health food. Executive Summary
  5. 5. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 5 12. When it comes to choosing between boy and girl child, a strong 48% have voted in favour of girl child which reflects a change towards gender equality. Even though 52% of the respondents still think that having a male child is important for Indian parents but the silver lining is clear. 13. Marriage might have been chosen as the best institution but if marriage does not work Indian youth is also equally open to call it quits. While 30% respondents think that existing divorce laws of the country is ok, 37% want that the laws should be made simpler and easier. Only 33% want a set of tougher and more stringent divorce laws. 14. Brief morning walk and Yoga remain the most popular form of exercise to the Indian youth. 36% have chosen morning walk and 3 0% have opted Yoga as the best form of work out. Gym and sports have been chosen by 14% and 20% respondents respectively. 15. Success is the Mantra for today’s youth. Questioned ‘who inspires today’s youth most’, 37% have chosen celebrities like film stars and sports persons. Successful businessmen became a close second with 22% vote. Other options like political leaders, soldiers, artists etc. just got wiped out with very nominal voting. 16. Indian youth is aware of its democratic rights and is ready to exercise the voting power. A huge 72% of the respondents say that they have taken their voter card and will vote. Only 12% say that they are below age and don’t need a card yet. Only a meager 9% have taken the voter card but will not exercise their voting right and an even smaller 7% say they have not taken the voter card. 17. Religion is not on the top of the priority chart for Indian youth. 53% of respondents have spent less than 1 hour in last one month to read religious books. 25% have spent anything between 1 to 10 hours, while 10% and 12% have respectively spent 11 to 20 hours and more than 20 hours. 18. There is a clean-cut division among Indian youth in terms of food choice. 50% is fond of vegetarian food while the same percentage want it non-veg. Executive Summary
  6. 6. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 6 19. Features & quality as well as the brand name rule Indian youth’s shopping habit. When buying a new product 39% of respondents check the features & qualities of the product while 26% rely on the brand value. Price is also a factor with 20% of the respondents checking the price point while buying a product. Factors like availability and celebrity endorsement associated with the product have taken a backseat with only 7% and 8% votes respectively. 20. Facebook convincingly has scored a victory over other social sites like LinkedIn, Twitter, Google+ etc, and applications like Wechat, Skype, Viber and Whatsapp. Facebook received a thumping 60% vote, while Whatsapp remained a distant second with only 13% vote. 21. The fact that Indian youth is conservative and not quite ready to take risk in terms of career choice is clear from the data received from the next question. Asked ‘In which field Indian youth is opting for careers’, 33% have chosen government administrative services like IAS and IPS. Just 20% chose private sector jobs. Options like jobs at public sector, self-entrepreneurship, and foreign jobs scored 13%, 11% and 14% respectively. Joining armed forces, social services or for that matter, politics is not a lucrative option to Indian youth as each of these fields got a meager 3% vote. Executive Summary
  7. 7. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 7 Q 1. What do you think is the aspiration of life for today's youth? Being a celebrity is the aspiration of life for 24% of respondents. A close 22% have chosen the accumulation of wealth as their ambition and for another 20% being renowned is the option. Q 2. In terms of family what is more acceptable to today's youth? Young India is divided about the ideal construction of family. 55% of respondents have voted in favour of nuclear homes while 45% have opted for joint families. 24% 22% 11% 20% 4% 7% 4% 8% Being a celebrity (award-winning sportsman, film star etc.) Accumulating Wealth Being in a social service Being renowned professional (doctor, lawyer, scientist etc.) Renowned politician Soldier (winner of Param  Veer Chakra) Spiritual leader Being a common man 55% 45% Nuclear Family Joint Family
  8. 8. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 8 An overwhelming 71% of the respondents said that the parents should live with their children. Only 18% said that the parents should live independently. Q 3. In your opinion what should be the support system for parents in their old age? 63% respondents have said that they do not like smoking. 29% respondents are committed smokers; they smoke despite being aware of the adverse effects of smoking. Only 8% have expressed ignorance about the ill-effects smoking can cause on health. Q 4. What is your opinion on smoking of tobacco? 71% 18% 11% They should live with their children They should live independently at a nearby place to their children They should live independently at old age homes 63% 29% 8% I don't like smoking I smoke inspite of knowing that it is dangerous  for my health I smoke because I don't know it affects my health
  9. 9. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 9 Q 5. What is your opinion on drinking alcohol? Q 6. In your opinion how many numbers of kids are ideal? 43% maintained that consumption of alcohol is completely wrong, 50% say it is right only if consumed in limited quantity. The age-old slogan of the Family Planning Association in India ‘Hum Do, Hamare Do’ is still relevant as 50% of the respondents have preferred to keep family that way 50% 43% 7% It is right only if consumed  in limited quantity It is completely wrong It is absolutely right 50% 10% 30% 10% Two No kid at all One More than two
  10. 10. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 10 Q 7. What is your opinion about the institution of marriage? Q 8. What is your preferred junk food? 59% of respondents have chosen marriage as the best institution. On the contrary, live-in relationship has been chosen as a sound alternative to marriage by only 16%. Indian junk food has scored well above its western counterparts. 57% have chosen Indian junk food over western junks. 59%16% 17% 8% Marriage is the best  thing on the planet Live-in relationship is a sound alternative Open relationship is the best. Only love is enough There is nothing called love 57% 43% Indian junk food (samosa, kachori, bhujia etc.) Western junk food (pizza, burger etc.)
  11. 11. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 11 Q 10. Do you think for Indian parents male child is a must? Q 9. What is your favourite light health food? 64% have opted for Indian light health food over its western equivalents. Only 36% have chosen western health food. When it comes between choosing between boy and girl child, 52% of the respondents think that having a male child is important for Indian parents. 52% 48% Yes No 64% 36% Indian light health food  (idli, dosa, chapati, daal etc.) Western light health food (pasta, cornflakes etc.)
  12. 12. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 12 Q 11. What is your opinion on regulation of divorce in India? Q 12. Which, according to you, is the best work out? While 30% respondents think that existing divorce laws of the country is ok, 37% want that the laws should be made simpler and easier. Brief morning walk and Yoga remain the most popular form of exercise to the Indian youth. 36% have chosen morning walk and 30% have opted Yoga as the best form of work out. 36% 14% 30% 20% Brief morning walk Gym Yoga Sports 37% 30% 33% Divorce laws should be made simpler and easier Existing laws are ok Divorce laws should be made tougher and more stringent
  13. 13. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 13 Q 13. Who do you think inspires today's youth the most? Q 14. What is the status of your voter ID card? 37% have chosen celebrities like film stars and sports persons as their source of inspiration. Successful businessmen became a close second with 22% vote. Indian youth is aware of their democratic rights and is ready to exercise their voting power. A huge 72% respondents say that they have taken their voter card and will vote. 37% 8%22% 5% 7% 7% 3% 3% 2% 6% Celebrities (Sportspersons, film stars etc.) Politicians Successful businessmen Spiritual leaders Soldiers Honest bureaucrats Writers Scientists Artists Teachers 72% 12% 9% 7% I have taken the voter card  and will vote I am below 18 years (Don't need voter card yet) I have taken the voter card  but will not vote I have not taken the voter card
  14. 14. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 14 Q 16. In last one month how much time have you spent reading religious books? Q 15. When watching television what do you do during commercial break? Commercial breaks in between TV programmes do not suit Indian viewers. 41% of the respondents say that they simply flip the channel whenever commercial breaks are taken. Religion is not on the top of the priority chart for Indian youth. 53% of respondents have spent less than 1 hour in last one month to read religious books. 53% 25% 10% 12% Less than 1 hour 1 - 10 hours 11 - 20 hours More than 20 hours 41% 18% 16% 15% 5% 5% Flip the channel See and enjoy the ads Finish off pending casual works Check mobile (Browse  social networking  sites, website, emails, chatting etc.) I watch recorded  programmes to escape commercials Any other
  15. 15. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 15 Q 17. Where do you think Indian youth like to watch news on current affairs? Q 18. Which category of food do you like the most? 28% respondents say that they catch news from internet portals while 26% prefer to get it from television. 25% resort to mobile net while just 21% stick with newspapers. There is a clean-cut division among Indian youth in terms of food choice. 50% is fond of vegetarian food while the same percentage want it non-veg. 50% 50% Veg Non-veg 28% 21%26% 25% Internet (news portals) Newspapers News channels Mobile Internet
  16. 16. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 16 Q 19. What factors influence your buying decision? Q 20. Which of the followings, according to you, is the best innovation in digital social media? When buying a new product 39% of respondents check the features & qualities of the product while 26% rely on the brand value. Facebook convincingly has scored a thumping victory over other social sites and applications with 60% vote. 60% 3% 7% 13% 7% 3% 4% 1% 2% Facebook LinkedIn Twitter Whatsapp Google+ Wechat Skype Viber Any other 39% 26% 8% 20% 7% Features & quality Brand Celebrity endorsement Price point Availability
  17. 17. The Outlook of Indian Youth– Survey Study A report by foreseegame.com & Microsec Research 8th October 2013 | 17 Q 21. In which field do you think Indian youth is opting for their careers? 33% have chosen government administrative services like IAS and IPS. Just 20% chose private sector jobs. 33% 13% 20% 14% 11% 3% 3% 3% Government Administrative Services (IAS, IPS etc.) Public sector undertakings Private sector jobs Jobs outside India Self-entrepreneurship Politics Social services Armed forces Q 22. Do you believe in love marriage or arranged marriage?* 55% opted for love marriage indicating that the traditional institution of arranged marriage is undergoing a transformation. 55% 45% Love Arrange *This game was run from 20th to 22nd July, 2013 and the result was out on 22nd July, 2013.

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