INsightYoung'10: Traits And Tools -Indian Youth Insights from INgene
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INsightYoung'10- Traits and Tools- INDIAN youth Insights from INgene
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INsightYoung'10: Traits And Tools -Indian Youth Insights from INgene
- 3. INgene is not an agency to SELL “so called” youth oriented products but it’s a barometer to measure the mutating “needs” and “wants” of youth In India… WE DON’T MARKET BUT WE MAKE U BE IN THE MARKET through our Insights and research. ing… dia…and grow young adults in In 00+ A network of 10 We fondly call it “weedy”…cause its spreading and invincible… INgene remains in the spontaneous movements and is NOT interested to CREATE A fake movement…cause, we know, if you lose the faith of these wonderful kids YOU will be nowhere…
- 4. gy ans… u?? Hu m mm with WHo z ThR but
- 5. Core INgene: 1000+ influential young adults in India A team of youth whom we call “vidurs”… they let us know “what’s on and what’s gone” Analyst: Kaustav SenGupta he is professor of NIFT for past 7 years…an institute which has a strength of 6000+ young adults…check his Facebook page to judge his popularity among youth;) He is a Masters in Design from NIFT and has a decade+ experience on youth trend Analysis in India…he holds the six sigma green belt certification for process implementation and is currently doing research along with Ted Polhemus on youth Subcultures in east. He is also credited to derive the Theory of Adopted Differentiation. Advisors: Ruby pseudo aka Jenny and team (www.rubypseudo.com) Jenny is connected with Kaustav and regularly exchanges insights…jointly did Projects for Nike Ted Polhemus (www.tedpolhemus.com) , he is the iconic subculture and youth demography analyst from UK.
- 7. India is continuously becoming younger! 250million youth with an average age of 24. Sixty percent of the population is under the age of 30. 13.9 million [in the age group of 12-16years with 51.7% boys and 48.3% girls] young influencers are present in the top 35 cities of India. Another major category is the affluent young working singles (21-25years) with a population of 11.8 million. The youth in India holds a “dual cultural passport” (both ethnic and international in their outlook) and smart enough to blend their cultural, spiritual & family values with the global influences. Based on the A C Nielsen survey’09, India has 2.5 million affluent households, Of which 2.2 million belongs to the “upper middle” segment; 200,000 in the “upper upper middle” segment and about 100,000 in the “rich” segment. Delhi Ranked as the most affluent city in the country, followed by Bangalore and Greater Mumbai. 60% of affluent households are nuclear families, and nearly a quarter have elders at home. 90% own their homes. The affluent are energetic consumers of media, fashion and lifestyle products. At home, they speaks regional languages, but they prefer their newspapers to be in English and they like to watch TV in Hindi (regional). They are not keen on reading magazine! Overall, the study found that the economic slowdown has not had a major impact on the spending habits of affluent individuals in India.
- 8. “When I was growing up, my parents told me, ‘Finish your dinner. People in China and India are starving.’ I tell my daughters, ‘Finish your homework. People in India and China are starving for your job’ ”. Thomas Friedman “A lot of world’s smart money is flowing to where a lot of the world’s smart people are- specially as they cost less than smart people in the developed countries…(in west) anxiety will be a raising emotion as people get scared- for their job and for their future.” Marian Salzman & Ira Matathia
- 9. •By 2012, one in five of the world’s mobile owning youth will live in India • India is now the largest mobile youth market in the world, passing China in 2010 in terms of subscribers • India is one of the Big 5 MobileYouth Economies (based on monetary value of youth mobile spend). India’s youth will spend $21bn on mobile in 2010.
- 13. How important “worshipism” is for my brand in India?
- 14. Homo sapiens CAN BECOME GOD HERE :) Or bigger….and if your brand can become a GOD then u know what will happen ;)
- 16. Million gods… They have families… They “grows”…..just like a human being They “eats”…”sleeps”…even has “scandals”… And...anyway…GODS / GODMEN are PROFESSIONALS
- 18. to o o ol” i s “c God
- 21. re? ou s subcultu a ny indigen we don’t have W hy in India ies… en t like Hipp youth movem Wh y thr’s no gothic Lol ita … Pun k…Hip-hop
- 22. WHAT MATTERS MOST Just zero! Survey was conducted among Indian and In‘glo’dian youth in October’09 copyright to INgene
- 27. BUT GR AN TED EM FOR K E TH POWE R N’ T TA E THE S, TH E Y HA V D O O NSUM ER YO UR C ST O T JU YA RE N L YOU THE EN KIL V TO E LETS SEE, HOW MUCH YOU KNOW THEM ;)
- 28. DO U SPEAK IN THIS LANGUAGE?
- 29. KS”? XT RIC IR “ MI THE KN OW OU D OY How carefully they mixes the tradition with contemporary…
- 30. E? Y AR HE IT D ES HOW W K NO E TO R CA YOU DO And why “nimbu paani” and “youngisthan” ads were the flops…
- 37. DO WE KN O W ABOUT THEIR SE LF OBSES S IONS?
- 40. DO YOU KNOW THAT THEY ARE Mild adventurers…
- 47. t “eco- cool”? know abou Do you
- 48. COOL iall y aware is Being soc
- 50. ? EEN A N GR IS INDI N WG REE HO
- 52. erse, rge ly risk-av middle class is la g youth, growing in dia ´s of high-earn keep maj ority of In ial target market of peo ple who While the ´s high-potent , are the kind the country ke big ger risks able to ta s. who are trend ties, -to-date with ponsibili up no res nted. 5 th ey have umer-orie and 3 cons t ween 25 d are very rview) Aged be able incomes an er, W GSN inte high dispos rket research (Ashit M allick, ma International music channel MTV has released the results of its Wellbeing survey into global culture and how young people feel about their lives. The research reveals that the country where young people had the greatest perceived sense of ‘wellbeing’ was India, followed by Sweden with the USA coming third.
- 53. Socio-psychological Categorization* of Indian youth: The Bharatiyas estimating 67% of the young population who lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. MGI India Consumer Demand research states that The Urban middle class (majorly the Indians) will experience unprecendented growth, expanding from 7 million households today to 87 million households by 2025. This alone will be larger than the projected population of the United States in 2025. *Copyright to Kaustav SG
- 54. The In‘glo’dians are minimal in number but they are the influencers and initiators of any trend direction. They are globally inclined, exposed and affluent enough to afford so called trendy “look”. In‘glo’dians always need not have grownup in a creamy layer but “reached” in the creamy layer through various professional achievements. The Inglodians are basically the affluent (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart. This category always wants to be different than the rest of other categories. And not only they wants to appear different than the rest of their peers but even from “aam aadmi” or mass population.
- 55. The average annual expenditure by the youth(12-16years) is Rs.10,360 (US$225) and is spreading across multiple product categories. Looking good and having a great time takes up most of their funds. The average expenditure of working singles (21-25years) is Rs.17,310 (US$376.3). Eating out acquires 1/5th of the share of expenditure. Data Source : Businessworld Marketing Whitebook, 2007-2008
- 56. HUMMM…SO WHAT IS THE THEORY OF ADOPTED DIFFERENTIATION?
- 80. SO…WHY YELLOW IS NOT A COOL COLOR IN INDIA?
- 82. WHY ORKUT IS PASSE?
- 86. SEE U AGAIN :) www.ingene.blogspot.com (first ever youth trend research initiative in India) www.ingeneinsights.com (first ever youth trend research agency in India)