"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".