The Hindu Business Line : Young Indian plays deciding role in family matters: Study

THE young Indian is extremely optimistic and bullish about the future, even as he believes that changes in the social fabric and governance are critical towards changing the world order. This came across as one of the findings in the `Young Asians' survey conducted by the market intelligence company Synovate.

The survey covers eight Asian markets, including India. Mr Amit Adarkar, Director, Synovate India, said, "Today's young Indian is sensible, sassy and sets priorities at an early age. The young Indians are Internet buffs, rely on the Internet not only for product and service information, but also for news and current affairs.

"To top it all, the young Indian wants to use the Internet even more in the times to come." The survey found that across Asia, the young Indian also has the biggest say in family expenditure.

"Consumption clout is seen in categories as diverse as cars, computers, family vacations, packaged goods and entertainment. Across all these categories, the young Indian plays a deciding role in 50 to 75 per cent of purchases," Mr Adarkar said.

On media attitudes and consumption, for example, respondents were asked a variety of questions regarding their media usage and preferred medium for product and service information.

Among Indians, 42 per cent of the 12 to 24-year-olds named TV as the most helpful medium for product and service information, followed by the Internet (35 per cent) and the newspaper (17 per cent).

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