TV a source of info for young Indians: Synovate

MUMBAI: When it comes to accessing information about a product or service, it is the television young Indians tune in to. Findings of a study done by Synovate titled Young Asians reveals that 42 per cent of 12 to 24 year-olds in India name television as the most helpful medium for product and service information.

The Internet came second with 35 per cent and newspaper at 17 per cent.


Hong Kong (78 per cent), Taiwan (72 per cent), Singapore (47 per cent), Malaysia (42 per cent) and the Philippines (52 per cent) youth prefer the Internet for their product information while Thailand (54 per cent) and Indonesia (51 per cent) prefer television.



Also interesting is the fact that 75 per cent of young Indians have watched a documentary on regional television; 64 per cent have watched a music channel; 68 per cent have watched a movie (compared to 41 per cent regionally); 66 per cent have watched a children's program; and 53 per cent have watched a sports channel. Interestingly, these figures are much higher than those for rest of the region.

Also 34 per cent of India's youth aged 12 to 24 have read a current affairs / news / business magazine in the past three months (highest across the region). Entertainment / celebrities (30 per cent), IT / Technology (30 per cent), Beauty and fashion (28 per cent), sports (27 per cent) are also popular. Compared to its peers in the region, young Indians display highest incidence of movie watching -- 78 per cent and watching cricket -- 73 per cent.



Synovate India director Amit Adarkar said, "The survey provides meaningful insights into the behaviour and psyche of the up and coming young Indian. Today's young Indian is sensible, sassy and sets priorities at an early age."

"The young Indians are Internet buffs; rely on Internet not only for product/ service information, but also for news and current affairs. To top it all, the young Indian wants to use the Internet even more in the times to come," he added.

Across the region, the young Indian also has the biggest say in family expenditure. "Consumption clout is seen in categories as diverse as cars, computers, family vacations, packaged goods and entertainment. Across all these categories, the young Indian plays a deciding role in 50-75 per cent of purchases," he said.

The study revealed that the young Indian is extremely optimistic and bullish about the future, and is eagerly waiting to take his/ her own place under the sun. At the same time, the young Indian is pragmatic and strongly believes that changes in the social fabric and governance are critical towards changing the prevalent world order.

"India's marketers need to take cognisance of this emerging group of consumers that effectively balances their traditional roots with a modern day outlook," he said.

Some findings regarding brands:

Young Asians were asked to name their favourite brands - figures here show the favourite brands across the region as well as those favoured by India's youth.

Latest Reads
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories