MR - Digital behavior of Metro youth
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Transcript of MR - Digital behavior of Metro youth
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Background
๑ As per the 2011 census, 47% Indians are below 20 years of age๑ By 2020, India’s average age would be just 29 years๑ Generation Y are the primary drivers of consumption and spend in India
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Those under 25 will account for 54 per cent of the total number of netizens in urban India by 2018, up from 40 per cent in 2013
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In terms of digital access, metro youth leads the way
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Scope of the research
๑ To study the attitude of teenagers and youth, aged 13-21, towards the internet
๑ Enumerate the usage patterns and peculiarities, basis age and income, if any
๑ Examine the way young people use devices, apps, sites, and what each means to him
๑ Determine reaction to ads on internet and the triggers to click on those ads
๑ Understand their reaction to different media – TV, radio, print etc๑ Elucidate his motivators and influencers – digital and general
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Methodology
๑ The primary research was done in Mumbai and Delhi for a duration on one week
๑ The sample size of the research was 50 across both cities๑ Semi-structured, in-depth in-person interviews were conducted in
Mumbai and in-depth telephonic interviews in Delhi๑ The interviews were conducted in malls and colleges in Mumbai๑ Interviews were audio recorded with participant permission, and lasted
between 15-30 minutes
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Target Groups
High IncomeMid-Income
13 – 16 year olds High Income
Mid Income
16 – 21 year olds
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Findings
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Common trends among all 13-16 Year olds
๑ They spend approx. 7 hours with gadgets throughout at day, including phones, TVs, PCs, gaming consoles etc
๑ All of them own a mobile phone๑ All of them use WhatsApp and Facebook on their mobile phones๑ Many of them spend approx. 1 hour on FB, and 3-4 hours on Whatsapp, Snapchat etc๑ Most of them are not compelled to check their phones in the morning๑ Most of them use Snapchat and Hike, and also sometimes prefer them over WhatApp ๑ Prefer watching YT videos that are funny or interests them (AIB, TopGear)
I use FB during late evenings after tuitions. That is the time when most of my friends are active.
A 13-year old girl (8th class student)
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Trends among 13-16 year olds (High Income)
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Most of them possess multiple gadgets – phones, laptops, tabs, Ipads
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All of them own high end smart phones like Iphone 5S, 6 or Samsung Galaxy, and choose brand name over specifications
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Will post their own pictures or selfies on SM only when they meet a famous personality or while on a
international vacation
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Most are comfortable shopping online. Frequently purchase SPs, gaming consoles, mobile accessories, movie
DVDs, books
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Price is never a concern as long as the product is something they need
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Will watch movies at multiplexes or will buy original movie DVDs
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Hangout in malls in afternoons almost everyday during vacations with a bunch of 4-5 friends
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Trends among 13-16 year olds (Mid Income)
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All of them own a mobile phone, which is mostly either a low-end smart phone or a feature phone
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Will shop online only on special occasions like Birthdays, exam results
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Will hangout in malls 2-3 times a month, and would prefer to hangout at a friend’s place instead
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Watch movie trailers, videos or sports videos on YouTube
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Parents keep a strict tab on mobile usage especially during the night
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Common Trends among all 16-21 year olds
๑ Uses mobile phones throughout the day and consider it an integral part of their lives
๑ Most of them have their phones password protected๑ WhatsApp, FB and Instagram are some of the apps they use
everyday๑ Spend 7-8 hours on Internet through mobile and 1-2 through
PCs, with approx 2 hours on FB and rest on apps like Whatsapp, and Instagram
๑ Are most active on social media after dinner
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๑ Prefer content on humour, DIYs, movies, music and sports videos on YouTube
๑ Online shopping is subject to getting better deals and trust on the site๑ Regularly use apps like BookMyShow, Zomato, Jabong, Freecharge, TOI๑ Prefer watching movies either by streaming online or downloading
through torrents๑ Regularly follow websites like websites like Scoopwhoop and Quora๑ Girls change DPs on Whatsapp more often as compared to Facebook
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Trends among 16-21 year olds (High Income)
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Are willing to use brands other than Apple and Samsung and might go for specifications over brand
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Boys are slowly turning to Twitter over Facebook, whereas girls prefer Instagram to post pictures as they get
to follow “interesting people”
Twitter is more informative and updates faster
A 17 year old boy, at Palladium Mall
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Will post pictures of exotic places, cuisines as compared to their own pictures
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Are willing to give up watching TV in favor of browsing internet on phones
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Trends among 16-21 year old (Mid income)
I watch ads on YT that are funny, begins with nice music, or moves me emotionally
A 17 year old girl (Arts student)
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Most of them have their own pictures as their phone wallpapers
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Many of them like taking selfies or groupfies in malls, colleges whenever they hangout
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Use multiple messengers as they have different friends on different messengers
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Buy clothes online if they get good deals, else prefer to shop at Bandra, Fashion Street etc
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Only hangout at malls when with friends, will shop with parents only during specific occasion
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Girls spend more time watching TV as compared to guys, who would rather play games on phones
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Let’s see how a brand can use these findings to reach the right consumer!
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Examples
Most 13-16 Year olds like to
express themselves through
emojis and stickers while
chatting
Finding Brand How they can target
Lays Potato Chips
Lays emojis on Snapchat with
different emojis suggesting
different flavors of Lays chips
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Examples
Most 13-16 year olds visit malls
with friends during the
afternoon during vacations
Finding Brand How they can target
Reebok
In-mall promotion through a
sports-based treasure hunt
competition
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Examples
Most 16-21 year olds like
taking selfies whenever they
hang out in malls
Finding Brand How they can target
McDonald’s
A campaign where school /
college students take a selfie
with attendant – get a free
burger / coke after posting
online
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Examples
Most 16-21 year girls watch
DIY videos on YouTube and put
keep their phones password
protected
Finding Brand How they can target
British Council
Create an app that locks the
phone and can unlock the
phone after every spelling
difficult words correctly
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Examples
Most 16-21 year girls put their
own pictures as wallpapers on
mobiles
Finding Brand How they can target
Ponds
Create an photo-editing app
that allows them to change the
background to exotic
international locations
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Examples
Most 16-21 year olds in mid-
income category shop online
only special occasion like exam
results
Finding Brand How they can target
Dominoes
Offer discounts on Pizzas
depending on your percentage
in SSC or HSC
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Limitations
๑ The study provides a helicopter view of the field reality and inferences drawn do not provide conclusive evidence to any social characteristic in particular, albiet they aid us in spotting the underlying trend
๑ The findings are based entirely upon the research conducted in Mumbai and Delhi, and the hence may not be directly applicable to other metropolitan cities in India on counts of socio-cultural diversity and contextual factors
๑ Due to constraints in time, the interviews in Mumbai could be limited to only certain malls and colleges and may not be generalizable to other settings in Mumbai
๑ Such a survey should be taken periodically to gauge the exact consumer perceptions as they keep changing over time
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References
๑ http://www.afaqs.com/news/story/43028_India-to-have-550-million-Internet-users-by-2018-Report
๑ http://lighthouseinsights.in/indian-social-digital-and-mobile-market-in-2015.html/๑ https://play.google.com/store/apps/details?id=com.fusionprojects.edmodo&hl=en๑ http://srmo.sagepub.com/view/sage-encyc-qualitative-research-methods/n248.xml๑ http://www.unicef-irc.org/publications/pdf/iwp_2009_05.pdf
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Thank You!