'Staying connected' stays priority for majority: MTV youth study

MTV revealed findings of its annual youth survey themed 'The Curious Minds', which covered 11,000 respondents aged 13 to 25 across 40 cities for this edition. The field work was completed over six months of 2013 and findings were released at the Youth Marketing Forum in Mumbai on 16 April.

Asked to pick four things they spend on from a list of 21, a majority of youth surveyed in the survey picked things that allow them to stay connected.

While 36 per cent picked 'Paying mobile phone bills', 23 percent chose ‘Internet connection or surfing bills’. A related option, ‘Gadget upgrades and phones’, was picked by 10 per cent of respondents.

Forty three per cent respondents said that staying in touch with old friends was the primary reason for using social media. Making new friends and meeting new people gathered a mere four per cent.

Twenty five percent respondents see mobile phones as ‘an absolute must’ in their lives, followed by eight per cent who named the internet.

What the net means...

The study focused on the generation born into the digital age, also delved into what the internet means to youth. Given 14 options to choose three from, 32 per cent youth picked 'Learning' while only 8 per cent picked 'online shopping'.

Respect for parents (as role models), honesty, talent (over wealth) were among themes that emerged from the study. 

Methodology recognised

The research project has been selected to be presented at ESOMAR Congress (France) for its methodology, which involved using focus groups, ethnographic research, observations and even the use of Google Hangout.

The qualitative part of the study was conducted in association with Third Eye Research whereas the quantitative segments were handled by Juxt Consult and Ipsos.

Aditya Swamy, EVP and business head, MTV India, said, “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. I look forward to sharing this with our business partners to build a strong connect with young people through cutting edge content.”