Born into technology, the young generation has easy access to the world, information at their finger-tips and a supportive set of parents - a potent combination that fires curiosity. Direct connect to the world through the internet makes them dream. Their self-confidence makes the youth dream bigger and bolder. With only 9 per cent stating they are unhappy with their current state of life, this generation is the happiest and most optimistic lot, reveals MTV's Youth Marketing Study.
Every year, MTV undertakes a massive research to understand what makes its core audience - the youth - make the choices that they do. The findings and insights gathered from this research are then presented through interactive seminars and presentations every year at the MTV Youth Marketing Forum, thus making it the "ultimate word" on the youth. This year, MTV had conversations with more than 11,000 young people across more than 40 cities across SEC A and B in India to find out exactly what makes them tick. MTV spoke to people across the age group of 13-25 years as the definition of youth is getting stretched.
On the study, Aditya Swamy, EVP and business head of MTV India, says, "Curious Minds is the largest insight study we have commissioned in terms of the spread of the study. We have brought in fresh new techniques to collect and analyse the data. The headline of what has emerged is that today young people are using their curiosity to curate their lives."
Swamy adds that the study will help the channel and business partners build a strong connect with young people through cutting-edge content.
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