Truth About Youth - An MTV Study

Not yet. Turns out MTV is not going out of business because of every Tom, Mark and Steve and Chad turning into a content generator or building platforms for user generated content. A series of studies and research by MTV compiled into a book The State Of Cool, confirms mostly what is common knowledge and some insights into trends on youth culture, their usage of internet and mobile.

The State of Cool, a book published by MTV’s Insight Studio has a statistic that should set minds at ease only 1% of young visitors to user generated content sites actually upload anything fresh and original. 10% or less actively participate and leave comments, while 90% are passive spectators.

Ah, what about the Pareto Principle then? But 1% is way too less.

The importance of catching ‘em young is almost a cliché , but MTV states the market is more lucrative than ever before: youth across India spend up to Rs 9 billion in pocket money every day. A good deal of it on mobile phones and related services. Two years is the utility expectancy of a cell phone for 63% of young Indians; 57% of youth across Asia state that they’d like to replace their MP3 players with a music enabled mobile. The eagerness to add ringtones, music and games is good news for promoters of value added services.

No wonder every youth brand is chasing the youth these days. And their pockets are only going to swell in the days to come.

Indian youth are obsessive about keeping in touch, of which social networking is a huge component . 59% visit sites like MySpace almost every time they are online (see I-Generation ). India lags behind only Brazil in this sphere. As many as 69% of young Indians use these sites to chat with existing friends. 57% consider it an avenue to meet new people. It’s a de facto art gallery for 49% who share pictures. In India , Brazil and China, exclusively online friends beat close friends by a huge margin.

What Indian youth add to their mobile phones?

















What Indians use the internet most for?



















What Indians use the mobile most for?


















Source: This Economic Times article.

PS. Recommended reading - Chasing Cool.

A Lot Can Happen Over Coffee. A Lot, Really!

While we're at it, trying to understand if it's just coffee for which people hang out at coffee shops, YouthCurry has an interesting discussion on the same subject.

From Coffee to bahana hai -

I bumped into a friend who has just joined a mobile start up company at Barista in Phoenix Mills. "Aajkal yehi mera office hai," he grinned.


"Hmm.. investors ko bataana padega aap unke kitne paise roz coffee peene mein waste karte ho..."


He replied, only half in jest, "Rs 500 a day is a steal. When our office across the street gets ready we'll be shelling out Rs 1.75 lakhs a month on rent alone!"


Point to hai. Reminds me of the scene during the earlier dotcom boom when junta had made the Oberoi lobby and coffee shop their adda-cum-office. Paanch saal mein kuch progress hua hai: cheaper coffee and data modem cards to access internet anywhere. In the near future we'll see more of public wifi access.

For the start-up types!

Current hotspots for startup types include:
Just Around the Corner, Bandra
lobby of Marriott hotel
And in Bangalore, the Leela coffee shop

Interesting how each coffee shop serves as a convenient location for different people and different purposes.

Of course, coffee shops are not just the preserves of recently-quit-job-looking-for-VC types. There are many other species, and in fact each location has its own peculiar set of customers.

Barista Chembur: popular with MLM (multi-level marketing types). They make snazzy presentations which promise anyone can make 3 crores in 2 years if they work hard enough and get enough other idiots to join.

Barista & CCD Lokhandwala: The preferred hangout spot of filmi and TV wannabes. I suppose they actually hang out here waiting to catch the eye of some hotshot director, or at the very least Ekta Kapoor's casting crew.

Barista, Colaba (near Regal cinema): Always full of backpackers - has it got a mention in Lonely Planet yet? Possible description: 'A place where you can rest your dusty feet and use the free loo, for the price of one black coffee'.

This, is so very true. Having observed quite a few of such interviews.

At all Baristas, everywhere: Arranged marriage 'interviews': ladkas and ladkis who've located each other at shaadi.com. Remember Konkona meeting Irfan Khan in Life in a Metro?

Of course usually there are parents and sometimes even extended family in tow. After a few pleasantries they move six tables away and give the boy and girl a chance to 'talk in private'.

Kuch nahin jama to you don't need to feel like a loser. It was just a casual meeting at a coffee shop!

Definitely, a lot can can happen over coffee. In fact, more than a lot. If nothing happens, it was just for coffee. True, no?

Coffee in CCD - yeah,right.

Trying to understand what makes Café Coffee Day the popular hang-out it is today among the youth.

Ayan says -

I personally dont like coffee at all, but would love to try out kopi luwak coffee simply for so-I-can-talk-about-it-and-gross-others-out benefits. Can't comment on how much people like the coffee there.

What to do at CCD?

But yes, its a nice relaxing place where all one should do is relax, tell the waiter (who'll come wearing a long red skirt) that you are waiting for n+1 friends (where n is the number of friends you are expecting) and you'll order after they come, chat with your friends after they come, then get up and leave. If you order coffee, then you didn't get the point of the last sentence. Of course, after a few such trips, the waiters will become wise to your ways. In that case, simply shift to the next CCD - which wont be more than a 5 minutes walk.

Oh, and in case you were feeling hungry and decided to go to CCD, try this - take out a hundred rupee note, throw it in the gutter, and then buy a dabeli at the nearest stall - the effect will be the same.

What do you think of CCD? Like it or don't like it? Tell us in the comments. An easier way out, just take this poll.