Indian Youth Outlook

The Outlook of Indian Youth– Survey Study

A report by foreseegame.com & Microsec Research 8th October 2013 | 1 8th October 2013


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



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.



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



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



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



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



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 withtheir children

They should liveindependently at anearby place to theirchildren

They should liveindependently at oldage homes

63%

29%

8% I don't like smoking

I smoke inspite of knowing that it isdangerous for my health

I smoke because I don't know it affects myhealth



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 inlimited quantity

It is completely wrong

It is absolutely right

50%

10%

30%

10%

Two

No kid at all

One

More than two



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 onthe planet

Live-in relationship is a soundalternative

Open relationship is the best.Only love is enough

There is nothing called love

57%

43%

Indian junk food(samosa, kachori, bhujiaetc.)

Western junk food(pizza, burger etc.)



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.)



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 bemade simpler and easier

Existing laws are ok

Divorce laws should bemade tougher and morestringent



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



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 escapecommercialsAny other



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



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



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.

Indian Youth Outlook

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