What do our metro collegians want?

14 Dec,2012


By A Correspondent


From tracing behavioural patterns of the customers from the comfort of their offices a few years ago to carrying out extensive fieldwork in the remotest parts of India today, marketers have come to realize the facets that really drive the populace to take a liking to a product or an offering. In fact, analysis drawn up from extensive market research activities today enables marketers to go the extra mile and bombard the consumer with offerings that are relevant to his or her liking. But what such exercises have managed to do in the recent past is also gaze into patterns or strata that were not catered to in much detail before.


Like for instance, the youth. There’s no denying what this TG has managed to do to every brand and the marketer who scamper to have a piece of his or her attention. That India is a nation where more than half its population is young (including children), makes this TG a goldmine for brands seeking them. But while brands are making use of umpteen mediums to pass on their message to the young populace, what was important was finding out whether the youth is satisfied with what is being thrown across to them. And if they are not satisfied, then what would be the ideal solutions they feel could drive the industry into the future.


As part of the MxMIndia Annual print edition, MxMIndia commissioned youth marketing and communications consultancy firm DDB Mudra Concrea to conduct a survey and question a cross-section of the urban youth on a stream of solutions or ideas they felt were standouts from each of the following mediums -television, print, radio, digital, outdoor, creative and PR & events. The survey was conducted among 700 students from the top 5 colleges in Mumbai and Delhi NCR region. These comprised Jai Hind College, K.C College, St. Xavier’s College, H.R. College of Commerce & Economics and Sophia College for Women in Mumbai whereas from Delhi the list comprised Lady Shri Ram College, Hans Raj College, Hindu College, Indian Institute of Technology Delhi and Jesus & Mary College.


To begin with, in the domain of television about 32 per cent respondents said watching television on mobile would be great, while 26 per cent said they preferred having video phone facility on television. A further 23 per cent said that they preferred watching television on computer while 18 per cent were in favour of having social networks on television.



For the domain of print, about 48 per cent respondents were in favour of the medium being interactive while 38 per cent said that print media sampling was what excited them. The remaining 14 per cent of the respondents thought that QR codes would be the next big thing that would drive this domain.



When asked about digital, about 42 per cent respondents felt that augmented reality gaming was something unique while 26 per cent felt that topical memes was good. A further 24 per cent felt that location-wise tagging was a neat feature to exist while 8 per cent said that live streaming concerts was exciting.



As for radio, about 45 per cent respondents felt that consuming radio on the internet would be a big boon followed by 23 per cent respondents who said that having genre specific stations would drive the show in India. This was closely matched with 22 per cent respondents who said that community radio stations would be the way ahead for India.



For the domain of outdoor, the idea that took the cake was installation art that was supported by about 35 per cent respondents. This was followed by 29 per cent respondents for whom augmented reality was important. Summing up the table was the remaining 17 per cent respondents who preferred having more LED-based hoardings.



In the domain of PR, about 42 per cent respondents were in favour of having more UGC-based platforms. A surprising 33 per cent felt that doing away with the regressive Medianet  offering would do wonders for the medium while the remaining 26 per cent felt that disintegration of corporate-politics-media will bode well for the domain. It is of course known that Medianet is not a policy of any PR agency, but that of a leading media company. The ‘paid editorial’ policy is also practised by many print and electronic media companies.



For the domain of creative or advertising, about 40 per cent respondents said that it would be good to see young brand ambassadors while 39 per cent said that they wanted to see more interactive digital creatives and 21 per cent felt that integration of consumer realities in strategy would be useful.


Youth Say:

“I’m a TV addict. I live, eat, sleep TV. Thanks to 3G and TV-Mobile, I get to watch TV anywhere.”

– Sarthak Nagpal on the medium of television

“The Volkswagen ‘Feel the Shiver of Excitement’ print ad was one of my favourite newspaper ads of all time. Everyone talked about it for a whole week.”

– Raghav Bagai on the print medium

“The Nintendo Wii actually helped me lose weight! I think interactive gaming is the future of the gaming world.”

– Faateh Ahmed on the digital medium

“The fact that I listen to the radio anywhere and anytime on my mobile is surely one of the best innovations in this stream.”

– Nitin Jethani on the radio medium

“The best way you can market your product is to make the consumer experience it. So put it out there and let them perceive it.”

– Barkha Singh on the medium of Outdoor

“The City Ninjas initiative started by Anisha Sharma is an awesome way to get to know any city.”

– Jubin Jacob on the medium of Creative

“The Red Bull Stratos jump is probably one of the most memorable things to happen in our time. Our parents had Neil Armstrong, we have Felix Baumgartner!”

– Priyanka Kumar on the PR medium


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