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MTV survey on Indian youth

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MTV survey on Indian youth

MTV released its latest study in India called 'Tuning into the Indian Youth - Sources of Cool', it put a face to the young side of India.

The survey looks into the mind of a generation that is a peculiar mix of the shy and the confident, the decisive and the uncertain. A generation who thinks A. B. Vajpayee is the coolest politician (25% gave him the thumbs up) but voted Laloo Yadav into a close second (12%) in the cool politician category. It is a generation for whom, the coolest place to hang out is not a pub, not a restaurant, not a theatre - but college. And the coolest sport is still cricket - 51% of the respondents said so.

The MTV study, which was conducted by IMRB, covered respondents from 6 metros between the age of 15 to 24, had a sample size of 1619 respondents from SEC A1, A2, B and C households, with cable and satellite availability and claimed viewership of music channels for at least 30 minutes a week. The study divided the young audience into five psychographic segments: the homebodies, the two-faced, the wannabes, the rebels, and of course, the cool guys.

The homebodies form 16% of the total youth audience, though their share has reduced. They are the largely traditional segment of the youth who have duty and morality at the core of their values. They have very few aspirations for themselves and are uneasy with the opposite sex. This sixteen percent of the youth population is focused on education or a job, but not on a career.

Then there are the two-faced, another 16% of the target segment, who are inwardly traditional, outwardly modern. Here is where body tattoos co-exist with Kyunki Saas bhi Kabhi Bahu Thi. Here is the guy or girl whose icons may vary from Mother Theresa to Ricky Martin, Amitabh to Vajpayee. The two-faced's have a need to enjoy life to the fullest, but are ultimately willing to settle down to a perfectly conservative lifestyle.

The study found that the largest cluster (25%) were the 'wannabes', materialistic show offs, desperate to be part of the crowd, extremely competitive, frenetic trend-followers whose icons range from Eminem to Daler Mehendi. The rebels, at 23% form the second largest cluster. They are the ones who look up to Bal Thakeray and Laloo Yadav, whose values are all centred around two important words - breaking free.

Twenty per cent of the target segment were the Cool Guys, the influencers, the work-hard, play hard, confident types who love everything that has a label.

The MTV study showed that youth today are far more aggressive, far more independent, have a positive attitude to life, hate losing even in competitive matches and focus a great deal on personal care and grooming.

In a larger overview, this is the generation of passive rebels as far as parental control goes - 60% preferred to sneak out rather than fight with their parents to extend curfew time. They think it is ok to have parental help to make it in life, but sadly, a majority of youth found it perfectly ok to place parents in an old age home.

Earning money while studying is in, and close to 43% percent believe that if you choose a career that pays you well, it doesn't matter if you don't really enjoy the work. They know problems exist, but don't want to hear of them and would rather find a way around them.

It's life in the fast lane; pressure is good and even something to boast about. But, 55% agreed that most of the time life should not be taken too seriously. They are smart enough to say no to drugs, but alcohol consumption is no longer taboo even among homebodies.

A majority of 39% of the sample agreed that couples should live together before getting married, and 42% said that they believed that marriage stifles.

Surfing the net and chatting is in. A fashion, a label or a trend is in until 'everyone is wearing it'. Revealing outfits are in when out with friends, and it is always lenses over spectacles. For the Cool Guys there are some must haves among which are - lots of cash, small and latest mobiles, a credit card and a trendy sports watch.

According to the survey, Hritik is the coolest actor, Aishwarya, the coolest actress and Sachin Tendulkar the coolest sportsperson with barely any competition.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.