The document explores the lives and characteristics of Indian teenagers, emphasizing their significant economic influence and evolving identity in a digital age. It describes their self-perception, media consumption habits, and contrasting attitudes towards education, revealing a complex mix of confidence, stress, and societal awareness. Findings highlight the teenagers' multifaceted personalities, interactions with authority, and a shared disdain for conventional studies, despite recognizing its importance for future success.

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

2. Because even the greetings have evolved Hi whats happening? Hi whats up? Whazza?/Wassup? Ssup ?

3. Te ee ens? But Why?

4. First - the sheer numbers Teens …the largest chunk of Indian population… TODAY and TOMORROW 13.9 mn children in the age group of 12-16 years in Urban India Source : Asian Demographics

5. Second - the economic clout that they are exhibiting today Total Spending power of this segment - $6.5 billion : their own discretionary income + what their families spend on them This does not include the influence the segment exercises both indirectly as well as directly Indian teens alone account for 60% of all fizzy drinks, chocolates & jeans sold in India!! Source : secondary data, net

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

13. Observation cum Discussion with respondents Spending almost half a day with each respondent Media scanning along with the respondents Interaction with parents Secondary scanning of media consumed… books, net, TV channels, music Secondary research

14. Filters used for primary research Boys and girls Younger age bracket (13-15years)…who are just awakening to trends Older age bracket (16-18 years) …who define the future of trends 2 types of school…we went to mid-high end schools as these kids are more progressive and define trends High end (HE*): Such as Sri Ram, Heritage, GD Goenka, KR Mangalam Public School(PS*) : DPS, Spring Dales, GHPS, Sardar Patel… At present research restricted to Delhi…however regional spread ensured *The abbreviations will be used as HE and PS in the following slides

15. Custodians of the study Sarabpreet Bedi Anoop Menon Ogilvy, Delhi

16. And it helped to have 2 young members who have just crossed their teens Prachi Khaneja Ankit Gupta

17. The study is pilot at present Chiefly qualitatitive in nature The trends have been supported through secondary data where ever available The center in present research is Delhi. To be replicated in other cities

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

22. A prologue – attitudes among diff groups Stark gender differences in some cases..and have been captured were ever applicable The younger and older age group show some differences primarily in how they consume media & not so much in the mindsets A key finding of the study has been that there is no severe difference between the overall ‘mindsets and attitudes’ amongst children belonging to high end school and that of public schools Higher awareness of fashion brands as well as other issues in South Delhi as compared to other parts …however at the core it has not resulted in a major deviation in overall attitudes

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

28. He says “ I am a regular teenager…” “ A simple person…a bit shy” “ I get along very with my friends…” “ I am a family person…” “ I am a book…those who know me know me well…but others don’t..” “ I am a bit short tempered… ” “ I am a friendly person…” “ A bit stubborn…sometimes creative..” She says “ I am a 13 year old satisfied kid…” “ Extrovert…love taking risks…” “ I am an independent kid who does what my heart tells me to..” “ I think different, I am different than the rest…” “ I am frank, straight forward…and love to paint…” “ I am a pretty spoilt kid…used to getting whatever I want…” “ I love solving puzzles and dancing…” Some gender differences :

29. “ I am a regular teenager…” “ A simple person…a bit shy” “ I get along very with my friends…” “ I am a family person…” “ I am a book…those who know me know me well…but others don’t..” “ I am a bit short tempered… ” “ I am a friendly person…” “ A bit stubborn…sometimes creative..” “ I am a 13 year old satisfied kid…” “ Extrovert…love taking risks…” “ I am an independent kid who does what my heart tells me to..” “ I think different, I am different than the rest…” “ I am frank, straight forward…and love to paint…” “ I am a pretty spoilt kid…used to getting whatever I want…” “ I love solving puzzles and dancing…” More external driven…family, friends a bigger source of identification More confident More comfortable with self Internally driven…what they are, talents are source of identification Some gender differences :

30. Reflected even in their perceived strengths & weaknesses

31. My strengths are “ I am trustworthy…” I am funny and entertaining…therefore popular amongst friends… ” “ I am hardworking…” “ I am determined…” “ I am a responsible kid…” “ I paint well..” My strengths are “ Creative thinking…” “ I am good debater..” “ My dancing skills…” “ I can handle situations well…” “ I am a positive thinker..” “ I paint well…” My weaknesses are “ I lack focus…” “ I am short tempered..” “ Impatient..” “ I get carried away easily…” My weaknesses are “ Emotional…” “ I get stage fright at times…” “ Sometimes my expectations are not met and then I get disappointed…” He says : She says :

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

33. Their areas of interest

34. He likes Football Hockey Playstation Watching FIFA / wrestling shows Racing Hobbies ( drawing, making tatoos etc) She likes Reading Dancing…kathak, Jive Chatting on phone, net…anywhere Shopping Painting Drawing Poetry

35. They both like Net surfing Hanging out with friends Malling Watching movies Listening to music Gossiping

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!!

45. The contradiction is : They realize the value of studies…and infact ladder it to a higher benefit “ If you do not do well in school..you will not get to a good college…if you do not get into a good college…you will not get a good job…so it is important to study” (14, yr, F, PS) They thus actually score High in exams!! “ Got around 75%...I was hoping for 85%..”(15yr, M, HE) “ I got 85% in my boards..” (17 yr, F, PS) “ I do well in my studies that is not an issue…but I don’t like it..”(13 yr, F, PS)

46. Why do they hate studies “ Too boring”…16 yr, M, HE “ Extremely monotonous…”…14yr, F,PS “ I hate doing homework!!”…14yr, F, PS “ it’s so theoretical !!...keep mugging up things...”…15yr, M,PS “ Mug up and score!? Where’s the learning??”…16yr, F, HE However they do feel teaching methods have evolved over years “ More of audio visual methods…”..16yr, M, HE “ Computers and Google is part of life now…Google helps us to do our projects..” … 16 yr,F,PS However studies still remain a major area of stress “ There is more competition now…”…15yr, F, PS “ Seats in college have not kept pace with the no of students passing out each year…”..17yr, F,PS

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

56. Zack Cody The suite life of Zack & Cody Zack The whackier naughtier one Gets D’s in academics but excels in wood work Gets new Girlfriends every weekend Outsmarts everyone including teachers Twin Characters Cody The smarter but calmer twin A grader Girls like him more Has a steady girlfriend Zack always talks him into his scheme of things

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

62. Some key news stories followed in recent times 26/11 Mumbai terror attacks “ I really followed this news…more than my parents..” 13yr, M,PS “ It was terrifying ..the whole thing that they showed…” 14yr,F,HE “ Something so devastating so close at home…”16yr,F,HE “ It could have been me…my best friend was in Mumbai when it happened..” 15yr,M,PS Aarushi Talwar “ It still is a mystery who did it..”15yr,F,HE “ She seemed like any one of us…”14yr,F,PS “ This was a topic I remember we discussed for days..”16yr,M,PS Global meltdown People losing jobs Companies closing down Obama Campaign More popular than any national/local political news! Global Warming, Inflation etc Discussions restricted at school

63. Some key news stories followed in recent times 26/11 Mumbai terror attacks “ I really followed this news…more than my parents..” 13yr, M,PS “ It was terrifying ..the whole thing that they showed…” 14yr,F,HE “ Something so devastating so close at home…”16yr,F,HE “ It could have been me…my best friend was in Mumbai when it happened..” 15yr,M,PS Aarushi Talwar “ It still is a mystery who did it..”15yr,F,HE “ She seemed like any one of us…”14yr,F,PS “ This was a topic I remember we discussed for days..”16yr,M,PS Global meltdown People losing jobs Companies closing down Obama Campaign More popular than any national/local political news! Global Warming, Inflation etc Discussions restricted at school Is the optimism..being layered by fear , insecurities and anxieties ?

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

67. SCHOOL TIME Early start to the day (6-6.30AM) Milk …mentioned amongst younger alone Carry tiffin also a younger age phenomenon At school Lectures Fun times in Break time (Canteen, a few playing games or just hanging around) Activity periods…dramatics, French… Reach home at 2-2.30 – 5-6 Have lunch Tuitions (most) Chat with friends on net, phone… Go out in the evening Hang around with colony friends Tutions (those who don’t have it in the afternoon) Play (younger boys)… Night(9-10.30) Talk on phone (girls chiefly) Net Study Evening At home TV/Net With family..dinner Interspersing with their individual passions…hobbies A packed schedule:

68. WEEKEND Get up Late Around 9-10 AM Hang around with friends at Malls, Movies In evening with friends Late evening mainly with family Varied activities ranging from Net TV Talking on the phone Hanging around Spending time with family, eating out Studying Following their individual hobbies/passions

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

73. School gossip chiefly involving relationships “ Who had a fling with who..” “ Who is seeing who…” “ Level of intimacy …at what stage are various couples on” Opposite sex “ Hot boys…” “ Hot chicks..” “ Our crushes…” “ if someone has made pass at us..” Other school gossip “ Pranks played on teachers” “ Any other gossip involving teachers..” “ Popular kids..” Discussions on other ‘macro issues’ Mumbai Terror Inflation Global Meltdown Aarushi Talwar Day to day news “ W here did we go last evening..” “ Any movie we saw..” “ What happened at home…” Discussion on the ‘latest’ Movies Music Fashion Hangout places Sports (among Boys) Studies

74. Some differences in topics discussed Relationships with opposite sex not yet a major topic of discussion amongst the younger boys Gender wise differences Girls tend to also discuss about books read, serials watched Boys discuss gadgets, play stations etc

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

78. Some themes that seems to be emerging Use of short forms common Forming their own spellings…sometimes even longer than original …(‘belonging and yet being different’) hawt…for hot Lyke…for like Happiii…for happy Guyzzz…for guys Single words standing for multiple meaning LOL – laugh out loud, lovely Predominately ‘Hinglish’ Use of abusive language…f*****, sexy, whore, pimp etc !!

79. Some lingo Fart Cool Sahi Hai Phatu Asswipe Wannabe Pig Katta Slutti Stud Are you out of your brain Is your mind out on vacation Fuckface Fattu dickhead Hot Chick MBA (Masters of bad activity) Fado Chep Chop ho gaya Playboy Chudel Ma behan ki galiyaan (older lot)

80. Some SMS Lingo RUOK - Are You Okay AYSOS - Are you stupid or Something AAS - Alive And Smiling BO - Buzz off CWOT - Complete Waste Of Time CTN - Can't Talk Now NUFF - Enough H&K - Hugs and Kisses HOAS - Hold On A Sec HUD - How You Doing? HOT4U - Hot for you LTNC - Long time no see OMG - Oh My God PITA - Pain In The Arse RBTL - Read between the lines SOB –Stressed Out Big time NIMY - Never In A Million Years NMP - Not My Problem SC - Stay cool SOL - Sooner or later YGLT - You're Gonna Love This YGTI - You Get The Idea? YGTBK - You've Got To Be Kidding

81. Relationships with Parents Friends Girlfriends/boy friends Teachers

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

90. So what are the conflict points between parents and kids at this age Studies Going out too much…talking on the phone Irresponsible behavior Relationships Wearing revealing clothes (for girls)

91. And how do they deal with it Initially argue Then they don’t talk to each other But soon things back to normal Interestingly The small battles seem to end in favor of parents!! But often a compromise is reached…making kids accountable for their actions

92. From naggers to negotiators “ My mom told me if she will sponsor only Rs 200 on my prepaid per month…nothing more and its up to me how I want to use it..” 14yr, F,PS “ I told my parents that if I get a scholar badge this year, I want a new mobile…last year I got an Ipod for getting a scholar badge..”15yr,F,PS “ I told my mom if I clear my boards with distinction…she needs to increase my prepaid mobile allowance..”14yr,F,HE

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

101. However, the values for a perfect relationship* does not seemed to have drastically changed Time for each other Honesty Co- operation in all areas of life Should stand by each other in crisis time Husband should participate in household work(amongst girls) * The younger boys were the only one who did not seem to have an opinion on this as yet… “havent thought about it..” … just layered with stresses of time!

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

104. And thereby certain dictates still exist ! Boys need to ask girls out Girls should not be very upfront…fear of misinterpretation “ If a girl asks a guy out she will be labeled a ‘slut’” If a girl likes a guy she should throw a hint..if he likes her too HE will come around and propose Marriage is the first choice…live-ins are fine only if that choice is not available Boys need to make the first ‘physical’ move Boys need to be physically stronger…girls should feel protected with them!

105. Emotional highs & lows

106. “ I am a happy person..”14yr,F,PS “ Very small things can make me happy…”15yr,F,HE “ A surprise…a small present..”13yr,F,PS “ Being with friends…”14yr,M,PS “ Getting phone call from my friend…”14yr,F,PS “ When I get good marks..”15yr,M,HE “ Scholar badges…”14yr,F,PS “I am happy when my family is happy…” 17yr,M,HE “ When I fight with my parents…”16yr,M,HE “ When I fight with a good friend…”14yr,F,PS “ If my family is sad I am sad…”13yr,M,PS “ When I do not get good marks…” 15yr,M,PS

107. “ I am a happy person..” “ Very small things can make me happy…” “ A surprise…a small present..” “ Being with friends…” “ Getting phone call from my friend…” “ When I get good marks..” “ Scholar badges…” “ I am happy when my family is happy…” “ When I fight with my parents…” “ When I fight with a good friend…” “ If my family is sad I am sad…” “ When I do not get good marks…” It does not take a lot to make this generation happy!! The fulcrum of emotions is rooted in what is most dear to them…family and friends Studies and hence marks are the only quantifiable measures at this stage

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

112. Other points of insecurities Rejection by opposite sex (esp amongst boys) Being made fun of in class Loosing parents or other loved ones

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….

122. From influencers to information providers They exercise their influence in varied categories Durables Family holidays Movies, eating out Gadgets Cars Even land and other saving instruments Girls passive on cars…and boys on household stuff like furniture

123. Chief sources of information Friends Relatives / word of mouth Showrooms Web search Ads

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

126. What do they save for For contingencies To pursue hobbies…guitar, ghungroos, To upgrade – cellphones For accessories – piercing, tattoos For Parents!!!

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?

132. The role models for these kids are from the ‘real world ’…often parents … rather than someone distant and hyped. Its often the ‘values’ that they look up to rather than the persona “ Mother…because of honesty, caring attitude..” “ Parents…because of time they spend with us inspite of being so busy..” “ Akshaye Kumar…self made man..” “ Dad…he is where he is because of hard work and determination..” “ Sachin Tendulkar…focussed and humble..” “ Barkha Dutt… preserverance, courage & creativity…” Some gender difference observed Girls do admire softer feminine values such as caring, simplicity whereas guys go in more for hard work, dedication etc 13 yr, F, PS 14 yr, F, PS 13 yr, M, PS 16yr, M, PS 17 yr, M, PS 16yr, F, HE

133. Top values endorsed/hoped to achieve Faith in self Hard work Peace of Mind Ability to bounce back from failure Special skills and talents Street smart Looking good “ Luck not imp…faith in self and god more imp..” “ Appearances do make a difference…thus imp to dress well and look smart.. “ Health is to look good… 13 yr, F, PS 16 yr, F, PS 14 yr, F, PS

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

136. The teens of today come across as smart, witty and capable of articulating opinions on almost everything

137. The teens of today come across as smart, witty and capable of articulating opinions on almost everything From ‘why’ mode that characterized the previous generation, this generation is in a ‘how’ mode

138. The teens of today come across as smart, witty and capable of articulating opinions on almost everything From ‘why’ mode that characterized the previous generation, this generation is in a ‘how’ mode The teens of today are a ‘passionate’ lot…and go to extreme lengths for their creative pursuits…it’s the ‘individual ’ pursuits that they seem to follow

139. The teens of today come across as smart, witty and capable of articulating opinions on almost everything From ‘why’ mode that characterized the previous generation, this generation is in a ‘how’ mode The teens of today are a ‘passionate’ lot…and go to extreme lengths for their creative pursuits…it’s the ‘individual’ pursuits that they seem to follow as a way to state ‘I am different”’ The teens of today are multifaceted …and can adapt themselves to various roles and expectations with ease…behaving like adults at a young age

140. The teens of today come across as smart, witty and capable of articulating opinions on almost everything From ‘why’ mode that characterized the previous generation, this generation is in a ‘how’ mode The teens of today are a passionate lot…and go to extreme lengths for their creative pursuits…a reason for this could be the encouragement and support that they receive from their families in pursuing their talents The teens today are multifaceted…and can adapt themselves to various roles and expectations with ease They are also multitaskers and pack a whole lot of activities in their schedule

141. The teens of today come across as smart, witty and capable of articulating opinions on almost everything From ‘why’ mode that characterized the previous generation, this generation is in a ‘how’ mode The teens of today are a passionate lot…and go to extreme lengths for their creative pursuits…a reason for this could be the encouragement and support that they receive from their families in pursuing their talents The teens today are multifaceted…and can adapt themselves to various roles and expectations with ease They are also multitaskers and pack a whole lot of activities in their schedule Their best moments are those that are spent with friends and thus they actually look forward going to school

142. 7 . The hottest topic of discussion amongst friends revolve around opposite sex, crushes…

143. 7. The hottest topic of discussion amongst friends revolve around opposite sex, crushes… 8. Thus its is not uncommon to have girlfriends/boyfriend s at this stage … almost becomes a pressure point

144. 7. The hottest topic of discussion amongst friends revolve around opposite sex, crushes… 8. Thus its is not uncommon to have girlfriends/boyfriends at this stage … almost becomes a pressure point 9. The kids today are very open talking about topics such as homosexuality and live ins

145. 7. The hottest topic of discussion amongst friends revolve around opposite sex, crushes… 8. Thus its is not uncommon to have girlfriends/boyfriends at this stage … almost becomes a pressure point 9. The kids today are very open talking about topics such as homosexuality and live ins 10. However the male –female equation has not undergone a drastic change in their minds and thereby some traditional dictates still exist

146. 7. The hottest topic of discussion amongst friends revolve around opposite sex, crushes… 8. Thus its is not uncommon to have girlfriends/boyfriends at this stage … almost becomes a pressure point 9. The kids today are very open talking about topics such as homosexuality and live ins 10. However the male –female equation has not undergone a drastic change in their minds and thereby some traditional dictates still exist 11. The teens of today are not rebels …the open and democratic relationship they enjoy with their parents & other authority figures have other fallouts - They are seeked by their parents on most decisions & thus they exert an influence much greater than what we could imagine…from naggers to negotiators - They come across as accountable for their actions - Even the conflicts ends more in a form of a negotiated dialogue rather than one trying to score brownie points over other

147. 12. Strangely it does not take a lot to make this generation happy …as the fulcrum of their happiness and sadness lies in people most dear to them…their friends and their families

148. 12. Strangely it does not take a lot to make this generation happy…as the fulcrum of their happiness and sadness lies in people most dear to them…their friends and their families 13. The stress point at this stage revolves chiefly around studies …however they do realize the benefits of studies and ladder it as an important parameter to get success in future

149. 12. Strangely it does not take a lot to make this generation happy…as the fulcrum of their happiness and sadness lies in people most dear to them…their friends and their families 13. The stress point at this stage revolves chiefly around studies…however they do realize the benefits of studies and ladder it as an important parameter to get success in future 14 . Comfortable with self and family this generation is not comfortable with society …they are thus more socially aware then previous generations

150. 12. Strangely it does not take a lot to make this generation happy…as the fulcrum of their happiness and sadness lies in people most dear to them…their friends and their families 13. The stress point at this stage revolves chiefly around studies…however they do realize the benefits of studies and ladder it as an important parameter to get success in future 14 . Comfortable with self and family this generation is not comfortable with society…they are thus more social conscious then previous generations 15. However within their own family units, they feel they are already free and thus the term ‘freedom’ seems to almost catch them by surprise - Their connotation of freedom is not to go against the norms, but freedom in having more fun with their contemporary lives

151. 16.Cool for them is not distant as they and their friends define the ins & outs of today and not some distant celebrities

152. 16.Cool for them is not distant as they and their friends define the ins & outs of today and not some distant celebrities 17. Very strangely the teens of today come across as prudent savers rather than spendthrifts…and meticulously plan to purchase what they desire…to pursue hobbies, to upgrade

153. 16.Cool for them is not distant as they and their friends define the ins & outs of today and not some distant celebrities 17. . Very strangely the teens of today come across as prudent savers rather than spendthrifts…and meticulously plan to purchase what they desire…to pursue hobbies, to upgrade 18 They aim high and are ambitious but at this stage they are also confused about the various career options that they feel they have in front of them

154. 16.Cool for them is not distant as they and their friends define the ins & outs of today and not some distant celebrities 17. . Very strangely the teens of today come across as prudent savers rather than spendthrifts…and meticulously plan to purchase what they desire…to pursue hobbies, to upgrade They aim high and are ambitious but at this stage they are also confused about the various career options that they feel they have in front of them 19.Their parameters of success also does not rest on 1 or 2 pillars alone but is a balance of numerous factors such as money, love, fame, satisfaction and money

155. 16.Cool for them is not distant as they and their friends define the ins & outs of today and not some distant celebrities 17 Very strangely the teens of today come across as prudent savers rather than spendthrifts…an meticulously plan to purchase what they desire…to pursue hobbies, to upgrade 18. They aim high and are ambitious but a this stage they are also confused about the various career options that they feel they have in front of them 19.Their parameters of success also does not rest on 1 or 2 pillars alone but is a balance of numerous factors such as money, love, fame, satisfaction and money 20. The role models thereby are more often from the real world …often from family …and they endorse values rather than personas in entirety

156. 16.Cool for them is not distant as they and their friends define the ins & outs of today and not some distant celebrities 17 Very strangely the teens of today come across as prudent savers rather than spendthrifts…an meticulously plan to purchase what they desire…to pursue hobbies, to upgrade 18. They aim high and are ambitious but a this stage they are also confused about the various career options that they feel they have in front of them 19.Their parameters of success also does not rest on 1 or 2 pillars alone but is a balance of numerous factors such as money, love, fame, satisfaction and money The role models thereby are more often from the real world …often from family …and they endorse values rather than personas in entirety 21. Certain values of hard work, determination, faith in self seems to be making a comeback

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

158. Media touch points Some gender & age differences

159. What do they watch on the idiot box Boys –Young Zack & Cody Mr Bean (not the animated one) VH1 – punk Indian Idol Boys -Old Friends Drake & Josh MTV Roadies Spitsvilla Moment of truth Indian Idol / American Idol Girls - Young Zack & Cody Hannah Montana That’s so raven Wizard of Waverly place Dil Mil Gaye (DMG) Milley jab hum tum (MJHT) Indian Idol Ballika Vadhu Girls - Old DMG MJHT Friends MTV Roadies Hannah Montana(few) Indian Idol Ballika Vadhu * Some programmes such as Indian Idol & Ballika Vadhu are primarily family viewing

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

161. What movies do they watch No common theme for movies liked Its not the theme but the story line and the packaging that is defining the kind of movies liked Jab we met – a different love story Gajini – action with a purpose Tare Zameen Par Rock on Singh is King – light comedy Today’s kids also do not believe in blind ‘idol worshipping’…thus any movie with a known star cast does not automatically guarantee success… An offshoot of this is that they admire certain qualities or character portrayed on the screen but necessarily not the persona

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

169. Sleepy looks with hair messed up…untucked shirt…low waist or pencil fit Levi’s jeans…sporting branded wear and attitude of they don’t care a damn look / being themselves The Raja Beta …padaku looks…tucked Tshirts…baggy /torn /high waist jeans …and trying to be Cool… a Wannabe… What’s in What’s out Looks

170. Being yourself…being comfortable with yourself… Tattoos, Piercing …at the right place and not for the sake of it Having a special skill set…could be in any field…dancing, music, sports Even having parents who don’t try to control you !! Trying to be what you are not is a complete No-No Following trends blindly Traditional careers - Doctor/ Engineer What’s in What’s out Attitude & Behavior

171. Levi’s, Benetton, Mango, Espirit, Tommy Hilfiger… RBK, Nike, Puma, Converse… Street wear ! Coupled with brands “ Sarojini T shirt…with Levi jeans and converse shoes” LG/Samsung in Durables Nokia, Sony Ericsson, Motorola Interestingly no mention of any particular brands that were ‘Out’ (Gola/Liberty/Bata) Godrej/Videocon/Onida LG/Samsung What’s in What’s out Brands

172. Technology Ipod Touch, I Phones, N96, N85 Sony Viao, Laptops, Windows XP Flat Screen, LCD Media Facebook, Google Star World, Hbo, VH1, Nickelodean(???), MTV Zac & Cody, MTV Roadies, Hannah Montana, Friends … Hang outs Malls – City Select & Ambi KFC , Café Coffee days, CDMA mobiles Desktops 21 inches TV Orkut, Rediff, Hotmail Star Plus, Zee,Sony (Indian Idol viewed with parents) Saas Bahu Serials, Animated stuff Ansal Plaza (Interestingly places such as Sarojini Nagar , Janpath still in vogue) Indian Eating Joints, McD(few) ..on its way out… What’s in What’s out

173. Personalities Ranbir Kappor, Priyanka Chopra, Katrina Kaif, John Abraham Hritik & Akshay Samrat (Miley Jab Hum Tum) & Miley Cyrus Damie, Rihana, Akon, Hillary Duff, Eminem, AR Rehman Hindi songs from movie blockbusters Govinda, Madhuri Dixit, Rani , SRK (!!)… Salman Khan Characters from Saas Bahu Serials…Smriti Irani 50 Cents, Back Street Boys, Britney Spears, Gwen Steffani, Bryan Adams… What’s in What’s out

174. PIO* * Phew its over