Indian Youth Outlook

The Outlook of Indian Youth Survey Study
A report by foreseegame.com & Microsec Research

8
th
October 2013 | 1
8
th
October 2013
8
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October 2013 | 2
Outlook of Indian Youth
They are young but not restless; energetic but not reckless; empowered and not at all
hopeless! They are Indian youth ready to carry the country flag forward. India has
experienced a dynamic change over last few years in terms of the age of its population
and in next seven years India is set to become the worlds youngest country with 64%
of its population coming under youth category. If these predictions by Indian census
come true, then the youth population in India will touch 464 million by 2021.
Economists believe that this huge demographic potential would give India an
unprecedented edge in terms of economy in comparison to aging Western countries
and would add a significant hike to the GDP growth rate of the country. The altered
age structure of Indias population will also have a great impact on the countrys
social, political and cultural aspects since the changing attitude and perception of
youth is bound to leave its mark in these domains which are of utmost importance in
the total development of a country.

With the young brigade set to become the decisive power in Indias social, cultural and
economic sectors, we at foreseegame.com thought its time to delve deeper into the
subject. A previous feedback game run by foreseegame.com, indicated that India is at
a cross-road in terms of outlook and opinion of its youth. The game was run from 20
th
to 22
nd
July, 2013, and it asked the participants which kind of marriage they believe in.
The result came out on 22
nd
July itself and it was revealed that 55% opted for love
marriage. The result proved that the traditional institution of arranged marriage is
undergoing a transformation.

The intriguing result gave birth to another set of fascinating questions. What makes
Indian youth tick? Deep down are they supremely traditional, while posing a modern
faade? Does the Indian youth still have faith in the age-old values that symbolizes
eternal ethos of India? Or is it quite the contrary? Our latest Opinion Square survey
aimed to dig into this aspect and came out with startling results. Confirming to the
worries of the advertisers, the latest Opinion Square survey report revealed that 82% of
the respondents do not watch advertisements during commercial breaks in between TV
programmes, and 79% do not read newspapers either, thereby suggesting a strong
requirement of Media which can connect brands with consumers. This revelation along
with many others have successfully thrown a light on the changing outlook of Indian
youth, the great navigating force of the country.
Executive Summary
8
th
October 2013 | 3
Outlook of Indian Youth
Foreseegame.com is a unique portal of consumer engagement, which provides a
platform for two way communication and engagement between the brand and the
consumer using games of foresights. Microsec research is the research wing of
Microsec Capital having experienced analysts across the sectors. We used the online
feedback from the users of www.foreseegame.com. The users have been registered
only on the basis of unique mobile numbers and hence, it provides authenticity and
genuineness of the participants. The participation is being monitored by Google.

About 25, 203 participants have contributed from all parts of India; however the
limitation of this sample is that it is from the group of people who are users of internet.
Executive Summary

The take away points:

1. Confirming to the worries of the advertisers, 82% of the respondents say that they
simply flip the channel or indulge themselves in other activities like checking
emails or finishing pending casual works. Only 18% see and enjoy the ads.

2. When it comes to news Indian youth have not made much discrimination between
different modes to receive it. 28% respondents say that they catch news from
internet portals while 26% prefer to get it from television. 25% resort to mobile
net while 21% stick with newspapers.

3. Indian youth do not want to be a common man. The magic of fame and money
has virtually dazed them. Being a celebrity is the aspiration of life for 24% of
respondents. A close 22% have chosen the accumulation of wealth as their
ambition and for another 20% being renowned is the option. Only 8% of
respondents wanted to remain a common man and an even lower 7% wanted to be
a soldier.

4. Young India is divided about the ideal construction of family. Nuclear families are
getting prominence and the old charm of joint families is gradually fading out and
it has been reflected in the survey results as well. 55% of respondents have voted
in favour of nuclear homes while 45% have opted for joint families.
8
th
October 2013 | 4

5. Indian youth is much concerned about their elderly generation. Asked what the
support system should be for parents in their old age, an overwhelming 71% of
the respondents said that the parents should live with their children. Only 18%
said that the parents should live independently but at a nearby place to their
children. An even lesser 11% opted for old homes.

6. Health is important to the new-age Indian youth. When asked about their opinion
on smoking, 63% respondents have said that they do not like smoking. 29%
respondents are committed smokers; they smoke despite being aware of the
adverse effects of smoking. Only 8% have expressed ignorance about the ill-
effects smoking can cause on health.

7. Indian youth is more resilient when it comes to consuming alcohol. While 43%
maintained that consumption of alcohol is completely wrong, 50% say it is right
only if consumed in limited quantity. Only 7% have dedicated themselves to
alcohol saying its absolutely ok to drink alcohol.

8. The age-old slogan of the Family Planning Association in India Hum Do,
Hamare Do is still relevant as 50% of the respondents have preferred to keep
family that way. While 30% have wished one kid, 10% have preferred more than
two kids and another 10% have opted for no kid at all.

9. There might be increasing western influence on the dress and attitude of Indian
youth but when it comes to marriage they are completely traditional. 59% of
respondents have chosen marriage as the best institution. On the contrary, live-in
relationship has been chosen as a sound alternative by only 16% while another
17% have opted for open relationship. 8% have acted as staunch cynics saying
there is no such thing as love. However, in one of our earlier games run in late
July, 55% participants had said that they believed in love marriage. The result
proved that the traditional institution of arranged marriage is undergoing a
transformation.

10. The influence of western culture too has failed to make any mark on the food
habit of Indian youth. Indian junk food has scored well above its western
counterparts. 57% have chosen Indian junk food over western junks. Western junk
food has scored only among 43% respondents.

11. The fact that Indian youth is becoming health conscious is evident from the fact
that 64% have opted for Indian light health food over its western equivalents.
Only 36% have chosen western health food.

Executive Summary
8
th
October 2013 | 5

12. When it comes to choosing between boy and girl child, a strong 48% have voted
in favour of girl child which reflects a change towards gender equality. Even
though 52% of the respondents still think that having a male child is important for
Indian parents but the silver lining is clear.

13. Marriage might have been chosen as the best institution but if marriage does not
work Indian youth is also equally open to call it quits. While 30% respondents
think that existing divorce laws of the country is ok, 37% want that the laws
should be made simpler and easier. Only 33% want a set of tougher and more
stringent divorce laws.

14. Brief morning walk and Yoga remain the most popular form of exercise to the
Indian youth. 36% have chosen morning walk and 3 0% have opted Yoga as the
best form of work out. Gym and sports have been chosen by 14% and 20%
respondents respectively.

15. Success is the Mantra for todays youth. Questioned who inspires todays youth
most, 37% have chosen celebrities like film stars and sports persons. Successful
businessmen became a close second with 22% vote. Other options like political
leaders, soldiers, artists etc. just got wiped out with very nominal voting.

16. Indian youth is aware of its democratic rights and is ready to exercise the voting
power. A huge 72% of the respondents say that they have taken their voter card
and will vote. Only 12% say that they are below age and dont need a card yet.
Only a meager 9% have taken the voter card but will not exercise their voting
right and an even smaller 7% say they have not taken the voter card.

17. Religion is not on the top of the priority chart for Indian youth. 53% of
respondents have spent less than 1 hour in last one month to read religious books.
25% have spent anything between 1 to 10 hours, while 10% and 12% have
respectively spent 11 to 20 hours and more than 20 hours.

18. There is a clean-cut division among Indian youth in terms of food choice. 50% is
fond of vegetarian food while the same percentage want it non-veg.

Executive Summary
8
th
October 2013 | 6

19. Features & quality as well as the brand name rule Indian youths shopping habit.
When buying a new product 39% of respondents check the features & qualities of
the product while 26% rely on the brand value. Price is also a factor with 20% of
the respondents checking the price point while buying a product. Factors like
availability and celebrity endorsement associated with the product have taken a
backseat with only 7% and 8% votes respectively.

20. Facebook convincingly has scored a victory over other social sites like LinkedIn,
Twitter, Google+ etc, and applications like Wechat, Skype, Viber and Whatsapp.
Facebook received a thumping 60% vote, while Whatsapp remained a distant
second with only 13% vote.

21. The fact that Indian youth is conservative and not quite ready to take risk in terms
of career choice is clear from the data received from the next question. Asked In
which field Indian youth is opting for careers, 33% have chosen government
administrative services like IAS and IPS. Just 20% chose private sector jobs.
Options like jobs at public sector, self-entrepreneurship, and foreign jobs scored
13%, 11% and 14% respectively. Joining armed forces, social services or for that
matter, politics is not a lucrative option to Indian youth as each of these fields got
a meager 3% vote.
Executive Summary
8
th
October 2013 | 7
Q 1. What do you think is the aspiration of life for today's youth?
Being a celebrity is the aspiration of life for 24% of respondents. A close 22%
have chosen the accumulation of wealth as their ambition and for another
20% being renowned is the option.
Q 2. In terms of family what is more acceptable to today's youth?
Young India is divided
about the ideal
construction of family.
55% of respondents
have voted in favour of
nuclear homes while
45% have opted for
joint families.
24%
22%
11%
20%
4%
7%
4%
8%
Being a celebrity (award-winning sportsman, film star etc.)
Accumulating Wealth
Being in a social service
Being renowned professional (doctor, lawyer, scientist etc.)
Renowned politician
Soldier (winner of Param Veer Chakra)
Spiritual leader
Being a common man
55%
45%
Nuclear Family
Joint Family
8
th
October 2013 | 8
An overwhelming 71%
of the respondents
said that the parents
should live with their
children. Only 18%
said that the parents
should live
independently.
Q 3. In your opinion what should be the support system for parents in their old
age?
63% respondents have said that they do not like smoking. 29%
respondents are committed smokers; they smoke despite being aware
of the adverse effects of smoking. Only 8% have expressed ignorance
about the ill-effects smoking can cause on health.
Q 4. What is your opinion on smoking of tobacco?
71%
18%
11%
They should live with
their children
They should live
independently at a
nearby place to their
children
They should live
independently at old
age homes
63%
29%
8%
I don't like smoking
I smoke inspite of knowing that it is
dangerous for my health
I smoke because I don't know it affects my
health
8
th
October 2013 | 9
Q 5. What is your opinion on drinking alcohol?
Q 6. In your opinion how many numbers of kids are ideal?
43% maintained that
consumption of alcohol is
completely wrong, 50%
say it is right only if
consumed in limited
quantity.
The age-old slogan of the Family Planning Association in India Hum Do,
Hamare Do is still relevant as 50% of the respondents have preferred to
keep family that way
50%
43%
7%
It is right only if consumed in
limited quantity
It is completely wrong
It is absolutely right
50%
10%
30%
10%
Two
No kid at all
One
More than two
8
th
October 2013 | 10
Q 7. What is your opinion about the institution of marriage?
Q 8. What is your preferred junk food?
59% of respondents
have chosen marriage
as the best institution.
On the contrary, live-in
relationship has been
chosen as a sound
alternative to marriage
by only 16%.
Indian junk food has scored well above its western counterparts. 57%
have chosen Indian junk food over western junks.
59%
16%
17%
8%
Marriage is the best thing on
the planet
Live-in relationship is a sound
alternative
Open relationship is the best.
Only love is enough
There is nothing called love
57%
43%
Indian junk food
(samosa, kachori, bhujia
etc.)
Western junk food
(pizza, burger etc.)
8
th
October 2013 | 11
Q 10. Do you think for Indian parents male child is a must?
Q 9. What is your favourite light health food?
64% have opted for Indian light health food over its western equivalents.
Only 36% have chosen western health food.
When it comes between
choosing between boy
and girl child, 52% of
the respondents think
that having a male child
is important for Indian
parents.
52%
48%
Yes
No
64%
36%
Indian light health food (idli,
dosa, chapati, daal etc.)
Western light health food
(pasta, cornflakes etc.)
8
th
October 2013 | 12
Q 11. What is your opinion on regulation of divorce in India?
Q 12. Which, according to you, is the best work out?
While 30% respondents
think that existing divorce
laws of the country is ok,
37% want that the laws
should be made simpler
and easier.
Brief morning walk and Yoga remain the most popular form of exercise to
the Indian youth. 36% have chosen morning walk and 30% have opted
Yoga as the best form of work out.
36%
14%
30%
20% Brief morning walk
Gym
Yoga
Sports
37%
30%
33%
Divorce laws should be
made simpler and easier
Existing laws are ok
Divorce laws should be
made tougher and more
stringent
8
th
October 2013 | 13
Q 13. Who do you think inspires today's youth the most?
Q 14. What is the status of your voter ID card?
37% have chosen celebrities like film stars and sports persons as their source
of inspiration. Successful businessmen became a close second with 22% vote.
Indian youth is aware of their democratic rights and is ready to
exercise their voting power. A huge 72% respondents say that they
have taken their voter card and will vote.
37%
8%
22%
5%
7%
7%
3%
3%
2%
6%
Celebrities (Sportspersons, film stars etc.)
Politicians
Successful businessmen
Spiritual leaders
Soldiers
Honest bureaucrats
Writers
Scientists
Artists
Teachers
72%
12%
9%
7%
I have taken the voter card and will vote
I am below 18 years (Don't need voter card yet)
I have taken the voter card but will not vote
I have not taken the voter card
8
th
October 2013 | 14
Q 16. In last one month how much time have you spent reading religious books?
Q 15. When watching television what do you do during commercial break?
Commercial breaks in between TV programmes do not suit Indian
viewers. 41% of the respondents say that they simply flip the channel
whenever commercial breaks are taken.
Religion is not on the
top of the priority chart
for Indian youth. 53% of
respondents have spent
less than 1 hour in last
one month to read
religious books.
53%
25%
10%
12%
Less than 1 hour
1 - 10 hours
11 - 20 hours
More than 20 hours
41%
18%
16%
15%
5%
5%
Flip the channel
See and enjoy the ads
Finish off pending casual works
Check mobile (Browse social networking sites,
website, emails, chatting etc.)
I watch recorded programmes to escape
commercials
Any other
8
th
October 2013 | 15
Q 17. Where do you think Indian youth like to watch news on current affairs?
Q 18. Which category of food do you like the most?
28% respondents say
that they catch news
from internet portals
while 26% prefer to get
it from television. 25%
resort to mobile net
while just 21% stick with
newspapers.
There is a clean-cut division among Indian youth in terms of food choice.
50% is fond of vegetarian food while the same percentage want it non-veg.
50%
50%
Veg
Non-veg
28%
21%
26%
25%
Internet (news portals)
Newspapers
News channels
Mobile Internet
8
th
October 2013 | 16
Q 19. What factors influence your buying decision?
Q 20. Which of the followings, according to you, is the best innovation in digital
social media?
When buying a new
product 39% of
respondents check the
features & qualities of
the product while 26%
rely on the brand value.
Facebook convincingly has scored a thumping victory over other social
sites and applications with 60% vote.
60%
3%
7%
13%
7%
3%
4%
1%
2%
Facebook
LinkedIn
Twitter
Whatsapp
Google+
Wechat
Skype
Viber
Any other
39%
26%
8%
20%
7%
Features & quality
Brand
Celebrity endorsement
Price point
Availability
8
th
October 2013 | 17
Q 21. In which field do you think Indian youth is opting for their careers?
33% have chosen government administrative services like IAS and IPS.
Just 20% chose private sector jobs.
33%
13%
20%
14%
11%
3%
3%
3%
Government Administrative Services (IAS, IPS etc.)
Public sector undertakings
Private sector jobs
Jobs outside India
Self-entrepreneurship
Politics
Social services
Armed forces
Q 22. Do you believe in love marriage or arranged marriage?*
55% opted for love marriage indicating that the traditional institution of
arranged marriage is undergoing a transformation.
55%
45%
Love
Arrange
*This game was run from 20
th
to 22
nd
July, 2013 and the result was out on 22
nd
July, 2013.

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The Outlook of Indian Youth Survey Study

A report by foreseegame.com & Microsec Research

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