Indian Youth, the Future of the Internet

 indiaIndia is the 7th largest country by geographical area, the 2nd most populous country and the most populous democracy in the world. According to Comscore, Over 28 million people in India, age 15 and older, accessed the net from home and work locations in May 2008 — a 27 percent increase from a year ago. Those age 15-24 were the heaviest internet users among all age segments, spending nearly 12 hours online per month on average.

Web sites, blogs and social networking sites are being utilized by Indian youth with online access to learn about new products and new trends. Windchimes Communications, a social media agency based India, recently conducted a survey representative of 3 Indian cities; Mumbai, Delhi and Bangalore, which asked the following question.

How much time do you spend everyday on blogs, social networking and uploading photos and videos?

 © Windchimes Communications Pvt Ltd Based on this survey more than 1/3rd of the respondents spend more than 30 minutes everyday on social media sites. Currently, the social networking space in India is a two horse race with Orkut and Facebook holding most of the market share. Facebook recently added six new Indian languages (Bengali, Hindi, Malayalam, Punjabi, Tamil, and Telugu) and the company hopes this will help close the gap between it and Orkut. Several Indian social networking sites exist but they do not have nearly as much traffic.

“In India the young person’s influence in family purchase decisions is high. Anything to do with technology? He is God. The decision of which brand of mobile phone, flat-screen TV or two-wheeler to buy can be swayed by the resident youth in the family.”
Aarti Joshi, Lecturer, Shri Leuva Patel Trust Sanchalit MBA Mahila College

Consumerism, or the desire to consume, is rampant among Indian youth. Indeed, the youth market (14-25 years) is the largest consumer segment in India. Indian youth currently hold a massive $2.8 billion in discretionary income.

This means that companies and brands that want to be successful in India must target youth as one of their primary audiences, and they will need to have significant online presence to ensure that users find them when they are searching or researching online. Just having a web presence won’t be enough – if companies really want to engage consumers they must have a presence in communities, discussion forums, blogs and on networking sites that cater to youth.

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3 Responses to Indian Youth, the Future of the Internet

  1. Windchimes says:

    Indian youth has definitely moved online to not only seek information but also to keep themselves updated on latest trends. It will become imperative for companies targeting to youth to seriously consider spends in social media to build engagement with them.

    Nimesh Shah
    Head Maven – Windchimes Communications

  2. Focusing on the youth of India and their impact on just about any purchase is a good place to start your post. In your discussion, you talk about some of the core statistics around how this youth is using things like social networks and search to get influenced and be a part of family decisions. You do stay on the surface with your post, though, mentioning near the end that brands should focus on using sites that relate to this target audience, but not sharing some new ideas for sites that fit this category. When doing a post like this, do your best to use some firsthand research to give us examples of your point and you can turn this into a great post. (3)

  3. kstel2 says:

    The statistics you provided in your blog about Indian youth is very interesting. I didn’t realize that Orkut was hugely popular in India. Since we are doing our presentation on Brazil, I always thought that Orkut was reserved for Brazilians in social media, but its interesting to learn how these social media sites translate from one country to another.

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