'Meet the BRIC Millennials’, a report based on an online study by JWT across Brazil, China, India and Russia among 1,640 people in the age group of 18 to 35 years, show Indian millenials to be 'Tech Savvy Traditionalists'.
The survey sought to answer questions on personal finances and employment, stress, changing gender roles, social good and social media.
About the Indian millennials, the study infers:
- Indian Millennials are the most engaged with social media, followed by Chinese and Brazilians; Russians are the least engaged.
- The family unit remains a pillar in India, where multigenerational households are the rule and moving out of the family home upon adulthood is not a mainstream phenomenon.
- Eighty two per cent of Indian Millennials surveyed agreed: “People my age are actively looking for ways to voice opinions about social problems.”
- Indian Millennials were more likely to see devices such as a tablet/laptop (44 per cent) and smartphones (45 per cent) as smart investments.
On the study, Ann Mack, director, trendspotting, JWT, said, “Young Brazilians, Russians, Indians and Chinese have come of age during a unique time, experiencing unprecedented growth and change, as well as a worldwide slowdown. Many of their values and viewpoints overlap across markets - much more so than their elders - but in some instances they diverge significantly, depending on culture and context.”