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Most youngsters prefer to bond face-to-face with select few, survey reveals


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January 10, 2013
Times of India


MUMBAI: Youngsters may broadcast every tiny social event in their lives on online networking sites but eight out of 10 prefer to bond face-to-face only with a select few, reveals a survey of 2,000 persons in the 18-35 age group in four metros.

The survey draws up a portrait of the average youngster as individualistic and who lives for the moment, spends most money on buying whatever he/she wants and places a premium on success.

A digital agency set out to conduct the attitudinal survey of youngsters in Mumbai, Delhi, Bangalore and Hyderabad to capture what characterizes Asia's GenNext. VML Qais director Rajiv Lochan said Indian youngsters displayed more pronounced individualistic traits.

For instance, 80% of those interviewed believed it was important to be seen as successful, with an equivalent number being extremely optimistic about their future and about making it rich one day. Over 82% said it was important to stand out in the crowd, while seven out of 10 said they spent money buying what they wanted, and when they wanted. Forget leaning on friends or family, 67% think popping supplements can help them cope with stress brought on by interviews and exams.

Lochan wondered if this illustrated that we are moving from a 'we' society towards a 'me-centric' one. Fashion and lifestyle blogger Anjali Kirpalani believes much of the individualism stems from pressure on youth to be successful. "I feel the pressure myself. Life is so open on social media, everyone wants to prove themselves and be successful," she points out. Pooja Dhingra, a self-made pastry entrepreneur, believes the individualism is illustrated through the growing number of youngsters embracing entrepreneurship.

Dhaval Udani, CEO of the Give India NGO, however, believes the 'me-centric' focus of this age-group is a state of evolution. "We have moved from a family system to focusing on 'we' in terms of society at large," he says, pointing out that as illustrated in the recent public outrage over the Delhi gangrape, GenNext cared about people they weren't directly connected with.

GenNext clearly has its priorities chalked out. Life is about the here and now. Over 83% believe marriage was worth only if the person made you truly happy and are more accepting of relationships which come with an expiry tag. Over 73% believe in living for today without worrying much about the future. They have embraced new media-72% believe kids can learn more through watching TV programmes than from parents, with an equal number trusting social media over traditional forms.

They like their brands, like to discover new terrain through travel and are okay with depending on beauty products to look good.

A psychographic survey titled Generation Asia 2012 survey conducted by digital agency VML Qais.

SAMPLE: 2,000 individuals in the 18-35 age group in four Indian metros-Mumbai, Delhi, Bangalore and Hyderabad.

Findings:
Fierce individualism
89% feel it is important to be seen as successful.
82% want to stand out in a crowd.
73% believe in living for today without worrying about the future.
70% spent most of their money buying whatever they want, whenever they want it.
83% believe marriage is worthwhile only if one's partner really makes you happy.
67% believe supplements can help them through stressful times.

Media shadows life
80% broadcast their life on social networking sites but prefer to hang out only with a few people.
75% believe that technology overload disconnects you from those around you
73% trust social media over traditional media.
72% feel kids can learn more through TV and interactive technology than from parents

Here and now lives
62% of women admitted plastic surgery was an acceptable means of looking good.
75% of males think using skincare products is fine.
78% want to buy unique fashion brands to stand out
79% feel street food is a convenient cheaper alternative to cooking at home.

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