Youth

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Youth

  1. 1. What are we discussing???YOUTH - Where are they found and what numbers are we talking aboutYOUTH - What are their media habitsYOUTH - What is their interaction with the print medium
  2. 2. Where are they found and what numbers are we talking about
  3. 3. Under 20 population 47% Youth Power Teenagers 160 Mn Is There For Discretionary Income $ 2.8 Mn Everybody To See Their families $ 3.7 Mn spend additionalBy 2015, Indian’s under 20 will make up 55% of the population and wield proportionately higher spending power
  4. 4. Male Female 55% of the youth are Male 45% 55% Metro 10 - 40 Lakhs 5-10 Lakhs 1-5 Lakhs 47% of the youth are from metro 25% 47% 12% 16%Source: TGI
  5. 5. English is the most preferred spoken language after Hindi % Disp 80% 68% 70% 60% 50% 40% 30% 25% 20% 16% 10% 10% 9% 8% 10% 7% 6% 4% 3% 3% 1% 1% 1% 0% English Hindi Sindhi Urdu Tamil Telugu Konkani Kannada Bengali Punjabi Oriya Marathi Rajasthani Gujarati MalayalamSource: TGI
  6. 6. Source: TGI 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Illiterate 0% Literate but no formal 0% education School upto 4 0% yrs School 5-9 yrs 12% HSC/SSC 45% % Disp Some College but not 17% Graduate going student Graduate/Post Graduate 22% General Graduate/Post Graduate 3% Professional Not Stated 1% 45% of the youth is school/college
  7. 7. Its not so simple – They are two faced IS •Tech Savvy •Risk Taking •Fashionable •Adventurous •Music Oriented •Experimentative •Serious about his personal appearance 15-24 yrs IS NOT •Religious •Conservative •Worried about the futureSource: TGI
  8. 8. What are their media habits
  9. 9. Reach of Traditional Media 100% 160% Reach 90% Affinity 140% 80% 120% 70% 100% 60% 50% 80% 40% 60% 30% 40% 20% 20% 10% 0% 0% et rs io a TV or TV ss es em ad rn e do re in ap te e R az in P ut lit sp In C O el ag ew at M S N C&S – High reach, moderate affinity Mags/ Radio – Moderate reach , high affinity Cinema – Low reach , high affinity Internet – High Reach, V high affinity Outdoor – High reach, low affinitySource: TGI
  10. 10. Media Consumption By Youth Television Press Radio Cinema Heavy Viewership Light Readership Light Listenership Medium Viewership15 yrs (Pop: 124) (WD 51%; WE 66%) (WD 93%; WE 93%) (WD 32%; WE 34%) (26%) Heavy Viewership Light Readership Light Listenership Medium Viewership16 yrs (Pop: 164) (WD 49%; WE 65%) (WD 96%; WE 95%) (WD 33%; WE 29%) (26%) Heavy Viewership Light Readership Light Listenership Medium Viewership17 yrs. (Pop: 178) (WD 49%; WE 63%) (WD 90%; WE 90%) (WD 37%; WE 33%) (35%) Heavy Viewership Light Readership Light Listenership Medium Viewership18 yrs. (Pop: 190) (WD 51%; WE 68%) (WD 93%; WE 87%) (WD 35%; WE 35%) (25%) Heavy Viewership Light Readership Light Listenership Heavy Viewership19 yrs (Pop: 157) (WD 48%; WE 70%) (WD 90%; WE 87%) (WD 32%; WE 29%) (27%) Heavy Viewership Light Readership Light Listenership Heavy Viewership20 yrs (Pop: 192) (WD 67%; WE 75%) (WD 90%; WE 87%) (WD 38%; WE 36%) (26%) Source: IRS R1, 2006; TG: SEC A; Market: 6 Metros Heavy : More that 2 hrs; Medium: Btw 1 – 2 hrs; Light: Up to 1 hr
  11. 11. Source: TGI 20% 40% 60% 80% 100% 120% 140% 160% 0% Youth / Career Science 14 6 % Film :English 13 6 % 13 3 % Film shows Cartoons Game Shows Other Sports 12 7% 12 7% 12 5% 12 5% Music 12 2 % Events / Concerts 117% Cricket Matches Wild Life 114 % 112 % Film :Hindi Life Style Talk Shows 111% 10 9 % 10 9 % Comedy Serials 10 7% Interviews Travel 10 0 % 9 9 % Serials 96% Business shows 94% News 90% Prefer watching Film, Sports & Music
  12. 12. Youth & MusicMusic is an intrinsic entertainment for the youth. While at least 2 hrs a day is spent activelylistening to music. Music takes up more time in our lives than sport, cinema, or going to the pub! The music industry in India is as dependant to the film industry. Film-based music in India dominates over 60% of revenues to the industryAdvertising opportunitiesMusic albums are in things today. Plagued by advertising clutter, companies are trying to come out withmusic that resonates their brand essenceCompanies using music to reach youth – Seagrams, Radico Khaitan, Kingfisher, VJs wearing RaybansBeverage manufactures like Coke, Pepsi consumed by Youth are associated with Music Events especiallywith Concerts where leading foreign artists perform live
  13. 13. Youth & CinemaIndian films are much bigger influencers on trends 75% of the youth believe films are the best source of latest fashion trends in India (MTV youth study)Advertising opportunitiesMovie trailers and previews are proving effective alternatives to traditional advertising.E.g. Lenovo with ‘Corporate’Other growing opportunities are like – In film placements, associative marketing cross branding,Integrated promotions and brand tie-ups
  14. 14. Youth & SMSSMS is very popular with young people for whom the mobile phone is a welcome and privatechannel of communication with members of the opposite sex. Very important in a country where ‘dating’still does not enjoy widespread parental sanctionAdvertising opportunitiesBy way of SMS, you can engage the TG. Song download, updates sports & News, Games,, wallpapers& Ring tone are also possible
  15. 15. Youth & InternetIndian Youth is actively using non-traditional media space giving more privacy. During Teenage websitesLike fropper.com, chat rooms of yahoo, indiatimes to make friend. To make BIG decision of life partner,active member of websites like shaadi.com, jeevansathi.com, timesmatri.com and to earn there livingwebsites like naukri.com, Jobshead.com, monster.comAdvertising opportunitiesBanners posted on search engines, direct mailers, blogging and many more
  16. 16. Youth & MobileA study identified India’s youth as the force behind the growth in the market for mobiles which dwarfthe sales of fixed line phones in the country.In the fourth annual mobile report, WWF estimates that by 2007 there would be 28 m Indian’sunder the age of 24 owning mobile phones almost 15m more than their counterparts in BritainIndian youths are likely to increase spending on mobile applications like music and games, withExpenses on ring tomes, ring back tones and real tones expected to increase from $2.4m to $23 m ayear by 2007Advertising opportunitiesInteractive Games are being made by brands using celebrities for brand endorsements.These are targetted at kids who are involved in Gaming.Nokia is using this to sell its special high end phones like Nokia engage models
  17. 17. Their Other Touch Points 26% have bought from Malls in the 45 % are last 3 months students Index - 127 Index - 321 29 % own bikes Index - 97 19 % have visited a 16 % have eaten multiplex out in the last one recently month Index - 127 Index - 133Source: TGI
  18. 18. Their Mind is cluttered FantasiesTheir Heros IDOLSHis Girlfriend Dream I-Pod Their Boss
  19. 19. Besides – a host of communications Adding to their already cluttered mind
  20. 20. What is their interaction with the print medium
  21. 21. 53% of the youth spent at least 2hour on Newspaper %ge 35 29 30 25 24 23 20 15 14 10 5 3 0 Less than 1 9 or more 1 - 2 hours 3 - 4 hours 5 - 8 hours hours hourSource: TGI
  22. 22. Technology, Education, Lifestyle - preferred genre on Newspaper 160% 150 % 14 2 % 13 8 % 13 7% 13 6 % 140% 13 5% 13 0 % 12 9 % 12 7% 12 5% 12 1% 119 % 118 % 118 % 117% 117% 117% 120% 110 % 10 6 % 10 6 % 10 5% 100% 80% 60% 40% 20% 0% Job Gossip Music Education Sports Computer Comic Strips Media Technology Environment Clothes & Fashion Cars & Motoring Foreign News Womens pages TV Programme Entertainmet Travel Home decoration Film reviews Beauty & Hair PuzzlesSource: TGI
  23. 23. 67% of the youth spent less than 1 hour on Magazine %age 45 40 40 35 30 27 25 19 20 15 10 8 6 5 0 Less than 1 1 - 2 hours 3 - 4 hours 5 - 8 hours 9 or more hour hoursSource: TGI
  24. 24. Technology, Education, Lifestyle - preferred genre on Magazines 160% 14 8 % 14 5% 13 8 % 140% 13 6 % 13 3 % 13 1% 13 0 % 12 9 % 12 5% 12 5% 12 3 % 12 1% 118 % 117% 117% 120% 114 % 113 % 100% 80% 60% 40% 20% 0% TV Programme Cars & Motoring Computers Comic Strips Film reviews Music Media Environment Beauty & Hair Job Sports Puzzles Clothes & Fashion Womens pages Technology Education Entertainment GuideSource: TGI
  25. 25. English Dailies Readership decreasing across publication English Dailies IRS 07 R1 IRS 06 R2 % Incr/Decr The Times Of India 1749 1965 -11 Hindustan Times 806 777 4 Hindu 457 556 -18 Deccan Chronicle 353 252 40 Mumbai Mirror 222 248 -10 Mid-Day (Eng) 172 233 -26 Telegraph 187 204 -8 The Economic Times 145 196 -26 Deccan Herald 120 128 -6 DNA 137 118 16 The Indian Express 59 112 -47 Vijay Times 97 96 1 Tribune 92 80 15 Assam Tribune 31 47 -34 Lokmat Times 19 36 -47 Hitavada , Nagpur 27 32 -16 The Statesman 28 29 -3 Daily Excelsior 30 27 11 Navhind Times 12 25 -52 Hindu Business Line 13 18 -28 O Herald O 5 13 -62 Financial Express 4 12 -67 Asian Age 8 10 -20 Source: IRS
  26. 26. Declining Trend follows in Weeklies, Fortnightlies and MonthliesEnglish Weeklies IRS 07 R1 IRS 06 R2 % Incr/Decr English Monthlies IRS 07 R1 IRS 06 R2 % Incr/Decr Readers Digest 442 472 -6India Today (Eng) 569 815 -30 Competition Success Review 335 431 -22Outlook 205 279 -27 Filmfare 294 410 -28 General Knowledge Today 289 383 -25The Sportstar 162 177 -8 Stardust (Eng) 213 283 -25The Week 132 184 -28 Diamond Cricket Today (Eng) 194 137 42Business World 58 117 -50 Wisdom (Eng) 185 170 9 Competition Refresher 97 129 -25Time 21 33 -36 Digit 82 88 -7 Health & Nutrition 74 97 -24 Junior Science Refresher 69 71 -3English Fortnightlies IRS 07 R1 IRS 06 R2 % Incr/Decr Auto Car 65 76 -14Business Today 151 178 -15 Overdrive 59 80 -26 P C Quest 56 82 -32Femina 116 180 -36 Tinkle - Amar Chitrakatha 53 48 10Womans Era 75 122 -39 Outlook Traveller 52 67 -22Business India 72 102 -29 Society 44 51 -14 Inside Outside 39 58 -33Champak (Eng) 52 55 -5 Auto India 39 55 -29Frontline 47 71 -34 Cine Blitz 38 48 -21Outlook Money 24 35 -31 New Woman 38 38 0 Cosmopolitan 33 34 -3Capital Market 9 32 -72 Savvy 31 29 7Magic Pot 6 10 -40 The Motoring Monthly 23 20 15Dataquest 4 18 -78 India Today Travel Plus 19 36 -47 Elle 18 18 0Dalal Street Inv. Journal 2 15 -87 Showtime 11 18 -39 Source: IRS
  27. 27. Summing UpYouth, moving away from the conventional media since a plethora of options arenow availableThe country is witnessing a boom in digital interactive media, therefore theaudience is moving away from passive to active mediaExperiencing the brand / Engaging the TG actively has therefore come to aforefront
  28. 28. Thank You

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