Social media is the space for change, says the youth of India

The survey titled Youth in the day and age of Social Media is conducted by Indiabiz News & research Services

BestMediaInfo Bureau | Delhi | December 9, 2011

In a nationwide survey conducted amongst the youth of India, nearly 76 per cent of youth believe that social media empowers them to bring change to the world we live in. They are convinced that causes for women and movements against corruption can be driven through this medium that is now growing as a source for information. In fact, as many as 28 per cent source information from social media sites whereas around 54 per cent prefer a mix of print, television and social media.

With a sample size of 1200 of India's youth in the age category of 18 to 35 years covering the major cities of Delhi (NCR), Mumbai, Kolkata, Chennai, Hyderabad and Bangalore, the survey titled Youth in the day and age of Social Media conducted by Indiabiz News & research Services, clearly shows a trend in which the youth feel empowered by the ability to express themselves and make their own choices. The respondents indicated that while they are primarily engage in this space to connect with peers and garner information, they feel that they almost equally influence consumer choice (28 per cent), human rights and social change, politics and policy making and corporate governance.

What is interesting and in many ways rebukes those that think that the youth believe only in symbolism best described by clicking on the 'like' button of a Facebook group, about 70 per cent believe that ground realities cannot change by merely being part of a group. A lot more on ground is needed, they have inferred.

These trends as indicated in the nationwide India Biz survey, are obviously turning into being areas of concerns of politicians and even corporations (who now engage a lot more in this space). What would bother them is that Anti-corruption has emerged as the most prominent social cause endorsed by 32 per cent of the respondents. If one takes issues such as protection of the girl child and violence against women, 35 per cent of the youth saw it is a significant issue to voice their opinion on and take up as a social cause for change.

The power of this space, even though it cannot be measured in a comprehensive manner when it comes to causes and political debates, the fact is that the youth continues to increase the number of hours it spends there. An India Biz survey conducted a year ago stated that this age group spent about an hour on social media sites. Now the time spent is one to two hours. And 82 per cent believe the advent of Smart-phones has helped increase connectivity.

What is evident from the findings is the growing sense of empowerment that the youth of India feel with social media. They choose their friends, determine which group they should be associated, pick on information that they think matters to them, influence public debate and reject or accept icons or leaders. This is best described with the finding that only 3 per cent follow icons!

As stated in one of the many comments, 'Social media can always create revolutions - positive or negative is upon its moderator and how the debate evolves.'

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