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
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
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