The results of TCS Generation Web 2.0 Trends a nation wide survey covering 12 cities and over 14K kids 12-18 years old is just out. There has been a lot of coverage on the results of the survey, the summary of the findings are there on their website, link.
I thought will try and look at some of the finds and draw out implications for marketers. The survey covered kids from 12-18 , some of whom are already buying products and services but in the next 5-10 years these are the kids who will form the nucleus of the society, so the survey provides good pointers to the marketer on what he should focus on from the communications perspective.
The survey covers four areas, information access, social networking preferences, future education mindset and career interests and youth and technology. I will focus on the first two aspects that is information access and social networking preferences,
The first finding of the survey that google is the most preferred source of information does not come as a surprise, followed by print and TV. Though the trend in mini-metros is still more towards TV , but I think this will change in a very short period of time. Implications galore for all marketers, having a website is not sufficient , ignore SEO marketing techniques at your own risk, presence on google is going to make-or-mar your brand and company.
Internet access through mobile is maximum in Kolkatta (24%), and with mobile becoming indispensable , we would see its usage increasing and mobiles have to integrated into all communication campaigns and the current one-off attempts are not going to be sufficient.
Blogging is also catching up very fast, Bangalore named blogging capital of India with 66% students being part of it. Monitoring of blogs and reactions on them which are being done in the developed market need to replicated in the country, both to understand the consumers and safeguard your interest in the marketplace.
Social networking sites like orkut and facebook are quiet popular, and the question is do you watch the reactions and questions raised by your consumers on the various communities on your brand which have been started by consumers themselves on these sites??
There are many more insights which the report brings out, which should ring a warning bell in the minds of Indian marketers into the future they are walking into, the consumer in 2020 is going to have media consumption habits which are going to be radically different from what we see today....