MTV launches the largest youth study on the millennial generation

The study is based on intimate conversations with more than 5000 young people across 31 cities in India to find out what exactly makes them tick

BestMediaInfo Bureau | Delhi | April 27, 2012

MTV launches its annual youth study publication. The 2012 MTV youth study aptly is titled 'TATA DOCOMO presents MTV Power of One 2012', and explores the dynamic, expressive and always connected gene of the youth of India. This year, MTV had intimate conversations with more than 5000 young people across 31 cities in India to find out what exactly makes them tick.

The study reaffirms that being connected 24X7, the youth sub-consciously belongs to one homogeneous universe that transcends nationality, religion, community differences. The homogeneity is fuelled by social and digital equality in the young world. They love to friend one and all. The homogeneity is a result of equal availability of opportunities on the internet and uniform exposure levels across classes through the digital revolution. A whopping 98% of the youth MTV spoke to, believed that they have the power or the ability to bring about change in the world around them. Almost a half of them vociferously complain online if they don't get a good service from brands. They feel empowered as the media and brands shower special attention to them through campaigns and communication. And, more than 50% of them claim that they derive their power from the social media network.

MTV's research concludes that the youth has a heart and they care for social and environmental issues that affect them directly. Nearly 42% of the youth insist that they will actively participate in a cause/movement that affects them. There is a heightened enthusiasm amongst youth < 21 years and women. Self employed professionals are also more open to taking up causes.

A detailed exploration with 5000+ youth confirms that gone are the days when popular icons or celebrities help them in rapture. Today's youth is independent in thought and identity. 45% of them state they look up to their parents as role models. And, 25% blatantly answers they don't have a role model. The youth today do not have a singular icon name. They follow many public figures, but, emulate none. A mere 10% look up to public figures as a role model.

Aditya Swamy, EVP and Channel Head, MTV India, affirms, “Dissecting and bisecting young people is an obsession at MTV. A herd of insight hunters armed with their non traditional techniques, capture the real and virtual behaviour of our trendsetters, jump right in to leverage the Power of One.”

The research methodology included a mix of quantitative questionnaires, qualitative group discussion, ethnography analyses, peer group discussions conducted amongst 5000+ youth between the age group of 15 to 24 years across 31 cities in India and represents the attitude of trendsetting young generation. More details about the study are available at www.mtvplay.in

MTV will unveil the findings of this study at the flagship event MTV Youth Marketing Forum 2012 that is scheduled on 27^th April 2012 in Mumbai. MTV's comprehensive research of youth voices, their sphere of influence, relevant youth causes and their creative side on digital media is a slice of what the young generation is buzzing about. The comprehensive and exhaustive study is packaged in a DVD and a book and will be officially launched by MTV on 27^th April at the Youth Marketing Forum 2012, at the Hangar, The Lalit.

So feel the 'Power of ONE' with what it takes to live in the millennial with Angela Barkan, Senior Director Marketing & Publicity – Sony International, Andy Ridley, Co-founder Earth Hour, Henri Holme – Rovio Entertainment Ltd, Creator Angry Birds, Chetan Bhagat – Bestseller Author and more.

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