Globalization and technological advancement has broken all the cultural and geographical barrier, now my generation, generation Y (born between 1980 and 1995), which were supposed to be most advanced generation five years back no more hold the first place. The generation Z (born between 1994 and 2004) has stolen the limelight and we are thrown on the back seat. Generation Y has become the centre of study for many firms and companies are trying to find what they like and their consumption behaviour. Recently Ericsson and Tata Consultancy Services conducted an extensive study about the impact of technology on the lives of India’s young generation Y. The target group were kids and teens in top 16 urban cities in the age group of 9-18 yrs.
The study brought the interesting fact that these teens are already tech savvy and surprisingly 79.5% own mobile phones, 75% have home PCs, 59.2% use MP3 player to listen to music, 54.8% have laptops and 30.6% are engrossed with games on gaming console at home. TV is no more favourite gadget for them, quite evident from above numbers, less than 1% of young consumers rated TV as their favourite gadget. Generation Y prefers instant connectors and are highly engaged on new media. They rated mobile phones as their favourite gadget (27.8%) followed by laptop (15%), MP3 (14.4%), gaming consoles (13.9%), computer (11.3%) and tablets (5.8%).
In terms of communication methods 58.6% consume voice calls, 44% use email service, 36.2% do texting, 33.3% are fond of instant messaging, 27.5% uses social network as means of communication. 42% of kids use mobile internet, more than 85.3% teens has presence on Facebook (Indian in global top 3 lists with US and Brazil) and spend on an average 1hour 7 minutes on FB everyday of which 44 minutes through mobile phones. Generation Y spends roughly 7 hours daily, out of 15 hours that they are awake, with