A survey conducted by a TV channel, UTV Bindaas, to get a peek into the minds of the upwardly mobile urban Indian youth has thrown up some interesting facts.
A survey conducted by a TV channel, UTV Bindaas, to get a peek into the minds of the upwardly mobile urban Indian youth has thrown up some interesting facts. Mothers, latest gizmos, and romantic relationships are the top priorities of respondents across six cities.
“The modern Indian youth seems to be driven by ‘Maa’, mobile phones, relationships, ‘jugaad’ and ‘udhaar’,” said Ravi Dixit, vice president of Research & Strategic Planning, UTV Broadcasting. Mothers play an important role in the lives of the younger generation since they are perceived to be the protectors and providers of ‘roti, kapda aur makaan’. “In a lot of cases, mothers are the conduit between the father and the kids, thus helping in trying to close the generation gap,” Dixit added.
Meanwhile, the key factors impacting the youth are relationships with the opposite sex, financial independence and career anxiety. “Long-term financial security bothers this largely carefree generation a lot,” he said.
At the same time, the participants covet latest gizmos with Blackberry and the iPhone being the most preferred status symbols. Internet on mobile was strongly preferred in free Wi-Fi zones at coffee shops, college campuses and malls. “The youth also has a huge role in the family decision-making process when it comes to buying high-end electronic items like LCD or LED television sets, cars, cameras and laptops,” Dixit added.
Most of the respondents were proud to be Indians and had no desire to migrate to greener pastures though corruption was considered to be the biggest roadblock in achieving their dreams. “Basically, they are a generation on desperate engines and conservative rudders,” Dixit observed.
The youth study is called ‘Jigsaw’ and was held across Mumbai, Delhi, Bangalore, Ahmedabad, Lucknow and Indore and has won the best qualitative paper of the year 2011 at the 2nd Market Research Society of India (MRSI) seminar.
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