"Personifying Consumerism, Defying Conventional Norms, Demand Value for Money & Customer Satisfaction, Hectic Schedules, Low Attention Spans…" Just some phrases that make an attempt at capturing what the Indian youth is all about.

The last couple of years have seen this segment emerge as a "Highly Significant" Audience Base for several Product Categories. They being the "Buyers/ Influencers" for several products become significant consumer segments from marketer's perspective, particularly those belonging to the top echelons of society (Higher SECs) and hence are the Bulls eye shot for several advertisers.
Understanding their interaction with various Media Options thus becomes critical for Marketers & Media Fraternity.

Given that we are dealing with a Niche Audience, tracking their Media Habits through traditional systems (people meter data) falls short on reality. Thus there is the need for a more focused & detailed study on this TA, to get an understanding of the "Real Picture".

The OMS Youth Track Paper is an attempt in this direction. The Study titled "Youth Buzz" studies the Media Consumption Patterns of this Segment across the Top 5 metros. The Sample Size for the study is: 340 and the Target Audience is: All Adults, 18-25yrs, SEC AB Satellite Households.

"Youth Buzz": An OMS Study

• The Overall Picture: Popular Activities
  • Emerging Conventional & Non Conventional Media options.
• Medium wise detailing:
  • Interaction with each Medium: Consumption & Usage.
  • Prevailing Myth - Identifying Reality & Opportunity Zones.

Chart 1:Indoor Activities


Fig in %
Myth: "Traditional Media - The Most Popular options".

Opportunity Zone:Contrary to the traditional belief, Non Traditional Media Cut ice with this TA Segment. Music & Net are 2 such options that are as popular as Conventional Media. They offer Low Cost, High Involvement routes that should be explored rigorously for this segment. Probable Routes of utilization may be Music - FM, In CD/ Cassette Advertising, Net: Highly frequented/ Synergetic Environment sites.

Opportunity Zone:As opposed to Diffused Regular Outdoors, Focused options are a much better bet to catch this TA Segment. Idea is to ride on the growing popularity of certain Industries/ Sectors - Entertainment (Cinema), Food & Beverage and Shopping Malls. These offer interesting & out of the ordinary Media opportunities for Advertising, Product Display & promotional Activities.

II. Detailed Look at each Medium
"A look at the Consumption & Usage Trends in each Medium"

1. TV - "Whole Generation of Couch Potatoes"
TV undoubtedly is the most actively present medium in TA's day, scoring over all other options. A large portion of his spare time goes into TV Viewing. Late night viewing is also a popular phenomenon with amongst this segment, which thus emerges as a territory worth tapping.
This TA Segment exemplifies Programme Loyalty, with certain programmes emerging as hot Properties, high on the likeability scale independent of Channel Popularity.

Myth - "General Entertainment Channels are the only Reach Drivers amongst TA"
The Real Picture however is quite different. Very clearly it is the Conventionally defined Niche/Genre Channels, which are the Real, Reach Drivers amongst this TA Segment. These Genre options cut across Regional Language barriers & deliver in South Market too amongst this TA.
Three dominant genres emerge: Sports, Movies & Music which occupy a big Chunk of his viewing Pie. These are High Viewership/ High Involvement options.

Cricket appeal is truly universal in this country & as in case of any other Target Audience, it has this TA Segment also addicted to it. Interestingly however, this TA exhibits High Interest levels in other forms of sport too like - football, tennis, motor racing etc.

Chart 3:Preferred Sports amongst TA

Fig in %

2. Dailies - "Dailies being viewed as a source of Information & Entertainment"

This TA thrives & swears by the City Supplement, which clearly is the first pick up, even before the mainline. The supplement thus doubles up as his source of Entertainment, at the same time catering to his information needs. This hence emerges as a Large Audience base, cost Effective vehicle for this TA.

There are also clear favorite sections emerging in both the mainline & city supplement, which aid in more focused ad placement.
Besides this there are Market specific variation & trends that help in Publication Selection.

3. Magazines- "Low on Priority as compared to the Net & Music"

His interest span varies from General Interest to Business to Auto Magazines to Sports Options.

4. Internet- "A medium that has not lost its touch but is yet to be exploited"

Net is a Hugely Popular bet for this TA. It combines the benefits of a) enjoying a Huge TA Base amongst this Segment, who is completely hooked onto this vehicle and b) at the same time being a Low cost option.
The TA segment dedicates long hours to the net, primarily using it for checking mail, chatting, job searching & sending greetings.

Myth: "You need to tap numerous sites to have an effective presence on the Medium"

Their Usage pattern of this medium belies this myth. Since Net utilization is essentially for Specific purposes, Presence on Select high frequency sites will ensure EFFECTIVE NET PRESENCE for the brand.

Chart 4: Purpose for Net Surfing

Fig in %

4. FM & Cinema- "Resurging Media options"

Myth: " FM & Cinema are Niche Media Option catering to limited Audience Base"

The Reality: Both the options are hotting up & are managing to gear in Reasonably Large numbers amongst this TA Segment.

FM - Establishing a dent in listener ship no.'s in markets where private players have entered the FM Scene.
Cinema - Up gradation of Regular Theatres to Entertainment Complexes.

The Study makes an attempt at understanding this "yet to be comprehended" segment.

"To discover completely, what is buzzing in his mind." more such efforts will be required.

Give your feedback to Anita Nayyar at a.nayyar@mudra.com