TCS GenY Survey 2012

Digital Habits of School Students

June 14, 2013

Copyright 2013 Tata Consultancy Services Limited

Contents

Backdrop Objectives Logistics

Findings Conclusion

About TCS IT WIZ

TCS IT Wiz, India's biggest IT quiz for schools, started in 1999, for students of class 8-12 as an educational initiative. This has become an annual calendar event for schools across India. The programme aims to build awareness and encourage students to get excited about Information Technology. The Quiz strives to enhance IT awareness among students, keeping them abreast of the latest developments in the world of Information Technology, as IT has become an integral part of our lives today and has today put India on the global map. After the quiz was rebranded as TCS IT Wiz in 2005, the growth of the quiz has been stupendous and now reaches 14 across India, making it Indias biggest Inter School IT Quiz.

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The GenY Survey

The TCS IT Wiz has grown receives the physical participation of over 15,000 students across India, TCS conceptualized a questionnaire based survey administered as part of the nation wide quiz Objectives A Nationwide study that would capture the trends and pulse of the youth across this nation with a focus on technology. A study to comprehend and compare the difference (if any) among school students in the major metros and mini metros of India An exclusive study of this scale to capture information access trends, social networking preferences, future education mindset, career interests and youth aspiration products.

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TCS GenY Survey 2012-13

17,478 students, 12 cities

Largest Survey of Urban High School Students in India

Respondents 12-18 year old, Questionnairebased

TIME PERIOD OF STUDY August 2012 December 2012

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Survey Reach
14 cities across India Classified as Metros and Mini Metros
METROS Bangalore, Chennai, Delhi, Hyderabad, Kolkata and Mumbai

MINI METROS Ahmedabad, Bhubaneshwar, Cochin, Coimbatore, Indore, Lucknow, Nagpur and Pune
TOTAL RESPONDENTS TOTAL SCHOOLS : AGE OF RESPONDENTS :

17478
1660 12 - 18 years

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Survey Findings

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Survey Findings

GADGETS

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GADGETS > Mobiles emerge the principal device

Which of the following GADGETS do you own?
ipad/Tablet Gaming Console 37.73 40.61 39.99 44.07 35.48 37.14

Mobile Phones have overtaken the Home PC in metros while mini metros are not far behind.

All India Metro Mini Metro

iPod/MP3 player
Laptop

47.93
51.20 65.64 65.71

45.09
54.24

50.77
48.15 67.12 64.09

Narrowing gap in ownership between Metro and Mini Metro when it comes to gadgets like Laptops and Tablets.

Home PC Mobile phone

64.16 67.34

Which is your favourite GADGET?

GADGETS All India 65.71 65.64 51.20 47.93 40.61 37.73 Metro 67.34 64.16 54.24 45.09 44.07 39.99 Mini Metro 64.09 67.12 48.15 50.77 37.14 35.48

Gaming Console is still considered a premium product and hence it still preferred more in Metros.

Mobile Phone Home PC Laptop MP3 player Gaming Console Tablet

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GADGETS > TAB is the way ahead.

Which is your Favorite GADGET?
Mini Metro

The TABLET is emerging as a popular as MP3 Players. Though the Laptop is used more, The Tablet is a greater favourite than a Laptop

29.69

Metro All India

17.64
26.46 19.40

16.72 15.21 20.10 14.21 13.77 12.93 13.35 Laptop 6.76 6.86 6.81 Gaming Console Camera

I like a TAB but own a Laptop is the current trend when mapped to the previous question (i.e.: gadgets owned) .
High ratings for Mobile Phones as a favourite gadget could be reflective of the fact that children nowadays are graduating to smart-phones. Hence they are claiming it to be their favourite gadget

28.08

18.52 MP3 Players

18.41 Tablet

14.71 Computer

Mobile Phone

Which is your favourite GADGET?

GADGETS Mobile Phone MP3 Players Tablet Computer Laptop Gaming Console Camera All India 28.08 18.52 18.41 14.71 13.35 6.81 0.15 Metro 26.46 19.40 20.10 14.21 12.93 6.86 0.10 Mini Metro 29.69 17.64 16.72 15.21 13.77 6.76 0.21

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GADGETS > Smart Phones replace MP3s

What gadget do you use the most ?
All India
30.58

Metro Mini Metro

Mobiles emerge as the first Usage Device ahead of the Computer

36.71 21.89 19.22 20.64 12.82 16.85 13.94 21.27
Mobile Phone Computer

18.46
12.95 12.18 12.57
MP3 Players

Decline in usage of MP3 Players could be because of Mobiles being smart phones

33.65 18.03
Laptop

12.76 15.61
Gaming Console Camera

13.38
Tablet

What gadget do you use the most? GADGETS All India Metro Mini Metro

Mobile Phone

33.65 21.27 18.03 13.38 12.57 15.61 0.02

36.71 20.64 16.85 13.94 12.18 12.76 0.04

30.58 21.89 19.22 12.82 12.95 18.46 0.00

Mini Metro Children Show greater usage of Gaming Consoles

Computer Laptop Tablet MP3 Players Gaming Console Camera

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GADGETS > Samsung leads the way

Which of these brands of electronic items do you use?
All India Metro Mini Metro 47.10 46.43 41.11 49.45 46.48 38.01 39.56 Apple 35.45 37.64 36.54 HTC 33.76 34.16 33.96 Other

Samsung is clearly the market leader in preference of brands used by these children.

48.28

46.46 Nokia

Nokia still outscores Apple

Samsung

Which of these brands of electronic items do you use?

Brands All India Metro Mini Metro

The large Others percentage could be reflective of emerging brands like Karbonn, Lava , Xolo etc

Samsung Nokia Apple HTC Other

48.28 46.46 39.56 36.54 33.96

49.45 46.48 38.01 37.64 34.16

47.10 46.43 41.11 35.45 33.76

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GADGETS > Generation Android

Which Operating Platform is used by your Smart Device ?
All India

Android is definitely the leading Operating Platform which Gen Youth of India Prefers.
34.39

Metro 53.95 Mini Metro

53.45 23.24 53.70 22.58 22.91 Android iOS

Windows is picking up its pace.

32.99

33.69 Windows

Which Operating Platform is used by your Smart Device ?

Operating Platform All India Metro Mini Metro

Windows Android iOS

33.69 53.70 22.91

32.99 53.45 22.58

34.39 53.95 23.24

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GADGETS > Smart Phone please.

Do you own a Smart Phone ?
All India

The Youth of India definitely has graduated to utilising the full potential of Smart Phones.
No 41.07 41.50 40.64

Metro Mini Metro

Yes

58.93

58.50

59.36

Do you own a Smart Phone ?

Answer All India Metro Mini Metro

Yes No

58.93 41.07

58.50 41.50

59.36 40.64

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Survey Findings

SOCIAL NETWORKING

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SOCIAL NETWORKING > A national phenomenon

Which of the following Social Networking Sites have your registered with ?
8.86 20.22 14.54 9.23 22.23 15.73 22.20 22.47 22.33 23.39 24.59 23.99 26.68 29.01 27.85 29.08 29.79 29.43 82.81

There is HARDLY ANY DIFFERENCE between the Metro and Mini metro cities on the top preferences.
Interesting to see the rise of sites like Pinterest and LinkedIn, especially in the METROs.
Which of the following Social Networking Sites have you registered with ?
Website All India Metro Mini Metro

Linkedin

Mini Metro Metro All India

Pinterest

None of the Above

Others

Orkut

Facebook Twitter Orkut Others None of the Above Pinterest LinkedIn

83.38 29.43 27.85 23.99 22.33 15.73 14.54

83.95 29.79 29.01 24.59 22.47 22.23 20.22

82.81 29.08 26.68 23.39 22.20 9.23 8.86

Facebook Twitter

83.95 83.38

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SOCIAL NETWORKING > FB is young Indias biggest Colony

Which is your most preferred site?
0.08

Facebook reigns supreme as the most preferred Social Networking platform at a staggering 91.54% National Average.

Linkedin

0.04 0.06

Mini Metro Metro All India

1.05

Google

1.42 1.24

2.77

Twitter Which is your most preferred site?

Website All India Metro Mini Metro

1.64 2.21

5.02

Facebook Others Twitter Google LinkedIn

91.54 4.96 2.21 1.24 0.06

92.00 4.90 1.64 1.42 0.04

91.09 5.02 2.77 1.05 0.08

Others

4.90 4.96

91.09

Facebook

92.00 91.54

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Survey Findings

INFORMATION ACCESS

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INFORMATION ACCESS > Home rules. Phones rising

Where do you access Internet ?
Do Not Access
2.75 2.23 2.49 22.76

Mini Metro Metro All India

Internet access in METRO Schools is on the rise.

Cyber Caf

4.38 13.57 10.39

School

18.43 14.41 10.33

Mobile Phone as an internet access device is growing in metros. 1 out of every 4 Metro children browses on a phone.

Mobile Phone
18.17

26.01

Home

72.30 71.76 72.03

Where do you access Internet ?

Source of Access All India Metro Mini Metro

Cyber Cafes are still relevant in Mini Metros with one in five children visiting.

Home Mobile Phone School Cyber Caf Do Not Access

72.03 18.17 14.41 13.57 2.49

71.76 26.01 18.43 4.38 2.23

72.30 10.33 10.39 22.76 2.75

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INFORMATION ACCESS > Home is default locationHow

Which is your favorite place to access Internet ?
School
2.53 2.66 2.60 5.77 8.27 7.02 15.27 6.81 11.04 84.93 82.26 83.60

Mini Metro Metro All India

Home is still the preferred place for access.

Others

Cyber caf

Cyber Cafes remain still relevant as a point of access in Mini Metros.

Home

Which is your favorite place to access Internet ?

Source of Access All India Metro Mini Metro

Though Schools in METROs are increasing access, students prefer browsing from Home.

Home Cyber caf Others School

83.60 11.04 7.02 2.60

82.26 6.81 8.27 2.66

84.93 15.27 5.77 2.53

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INFORMATION ACCESS > Internet Need is equal across India

How much time do you spend on the Internet in a day ?
The device, access points and preference may vary between Metro and Mini Metro but time spent is more or less same.
<15 mts 15 - 30 mts 2-3 hrs 30 - 60 mts
14.66 15.55 15.11 16.69 14.56 15.63 18.33 19.39 18.86 24.41 24.69 24.55 25.05 25.90 25.48 Mini Metro Metro All India

The Need for Internet is equally felt across the nation.

1-2 hrs

How much time do you spend on the Internet in a day ?

Time spent on Internet All India Metro Mini Metro

1 out of every 4 children spends more than an Hour on the Internet while 50% of the respondents spend more than 30 minutes.

1-2 hrs 30 - 60 minutes 2-3 hrs 15 - 30 minutes <15 minutes

25.48 24.55 18.86 15.63 15.11

25.90 24.69 19.39 14.56 15.55

25.05 24.41 18.33 16.69 14.66

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INFORMATION ACCESS > Internet behaviour similar PanIndia

Why do you access the Internet?
Mini Metro

Children reflect similar patterns in both Mini and Metros as reasons to access the internet.

Do not Access

2.98 3.87 3.42 42.48 45.53 44.01 45.21 45.74 45.47

Metro All India

View Movies

Project work and Academic Research for information is highest followed by Social Networking.
Why do you access the internet?
Reason to Access All India Metro
Mini Metro

Listen/Download Music

Access Email

49.58 48.62 49.10 62.17 62.51 62.34 73.59 73.70 73.65

Research School subjects Chat/Connect/Blog

73.65 62.34

73.70 62.51

73.59 62.17

Chat / Connect / Blog

Access Email
Listen/Download Music View Movies Do not Access

49.10
45.47 44.01 3.42

48.62
45.74 45.53 3.87

49.58
45.21 42.48 2.98
Research School subjects

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INFORMATION ACCESS > Online shopping gets younger

Do you Shop Online ?
All India

4 out of every 10 children are shopping online today .

Metro

Yes

37.09

45.34

28.84

Mini Metro

No

62.91

54.66

71.17

Where do you access Internet ?

Answer All India Metro Mini Metro

No Yes

62.91 37.09

54.66 45.34

71.17 28.84

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INFORMATION ACCESS > E-com is young Indias new Mall

What do you buy online?
Others
8.56 9.45 9.01 21.75 29.26 25.50 42.06 36.85 39.46 47.77 46.20 46.99 65.73 57.68 61.71 Mini Metro Metro All India

Movie tickets dominate online purchase followed by Books DVDs and Music

Clothes & accessories

Airline /railway tickets

Books/DVD/Music

Interesting to note that 1 in every 4 kids buy clothes and accessories online

Movies tickets

What do you buy online?

Product All India Metro Mini Metro

Movies tickets Books/DVD/Music Airline /railway tickets Clothes & accessories Others

61.71 46.99 39.46 25.50 9.01

57.68 46.20 36.85 29.26 9.45

65.73 47.77 42.06 21.75 8.56

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Survey Findings

CAREER INTERESTS

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CAREER INTERESTS > New Career Options emerge in METROs

What are your top 3 career options ?
IT and Engineering are still clear preferences in Mini Metros.
IT
Engineering
What are your top 3 Career Options ? Stream All India Metro Mini Metro

41.71
34.04 14.74 13.10 12.56 10.54 9.86 9.52 8.40

31.77
21.12 13.31 10.42 7.74 14.70 14.65 16.17 6.69

51.65
46.96 16.17 15.77 17.38 6.39 5.08 2.88 10.11

New areas like Retail, Tourism, Media & Entertainment are attractive to METRO kids.

Medicine Banking / Financial Others/Not Sure Media/ Entertainment Retail Tourism / Hospitality Government

Interesting to note that 1 in every 4 kids buy clothes and accessories online

Interest in Medicine declining in Metros

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Survey Findings

COMMUNICATION (Preferences)

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COMMUNICATION > Email - a thing of the Past. Its a WhatsApp world.

How do you communicate the most ?
Instant Messaging
40.99 37.78 39.39 43.71 40.07 41.89 43.68 43.40 43.54 50.93 56.75 53.84 71.06 76.30 73.68

Mini Metro Metro All India

SOCIAL MEDIA PLATFORMS are the principal medium of Communication.

Email

Voice Call

Facebook continues to grow as the principal mode of communication.

Emails are on the decline as a medium of communication and featured even below SMS and Voice calls. The growth of Instant Messaging is reflective of the growth in communicative applications like WhatsApp and Blackberry Messenger

SMS

Facebook /Twitter

How do you communicate the most ? Mode of Communication All India Metro Mini Metro

Facebook /Twitter SMS Voice Call Email Instant Messaging

73.68 53.84 43.54 41.89 39.39

76.30 56.75 43.40 40.07 37.78

71.06 50.93 43.68 43.71 40.99

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Insights from the Survey

Mobiles emerge the principal device for students Laptops surge ahead with one in two kids having a laptop at home Tablets emerge as an aspiration device for children Social life is clearly lived online by this generation One in two students use Android One in four uses smart phone to connect online Home remains the preferred location to surf the internet One in four are online for 60+ min; 50% spend 30+ minutes. Four in ten are shopping online be it for books, movies or music. New careers like Retail, Tourism, Media are attracting students
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Thank You