internet addiction of indian youth
DESCRIPTION
a helicopter view on the internet consumption of Indian youth.TRANSCRIPT
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Internet addiction of today’s youth
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I’m Raj and I RUN c2w
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The children now love luxury; they have bad manners; contempt for authority; they show disrespect for elders and love chatter in lace of exercise. Children are now tyrants, not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs and tyrannize their teachers…..
Socrates460 BC
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FIRSTLY, TECHNOLOGY ADDICTION
…is not restricted to a specific age bracket, but a mindset whose interests and behaviors are expressed across social media….
...these behaviors dictate how the youth interact with each other and the outside world
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CommunicatingConsumingCreating
What are they doing?
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Communication or Exhibitionism?
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THEY’RE DIGITAL STORYTELLERS, CONSTANTLY CAPTURING AND SHARING
THEIR LIVES
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FOR THE YOUTH MAJOR DECISION MAKING IS A TEAM SPORT
THEY’RE CONSTANTLY CONNECTED TO THEIR PALS, RELYING ON THEIR ADVICE. BRAND OWNERS SHOULD TALK TO THE ‘COLLECTIVE’ RATHER THAN
THE INDIVIDUAL
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WHOSE MATING RITUALS HAVE CHANGED
ASKING OUT ON CHATBREAKUPS USUALLY HAPPEN ON SMS
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‘WHEN I’M IN LOVE I’LL SHOUT IT ON SNS!’
AND SMS
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AS THEIR WORLD IS BASED ON CONTINUOUS PARTIAL ATTENTION
THEY ARE MULTI ‘MEDIA’ TASKERS
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HORIZONTAL VS VERTICAL
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NEWS HAS BECOME
Youtube
Blogs
Micro Blogs
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THESE DIGITAL NATIVES LEVERAGE TECHNOLOGY FOR FREE
STUFF
Software
Music
Movies
Games
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WHO FLOCK TO SERVICES WHICH MAKE THEIR LIVES CONVENIENT
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AND DO NOT HAVE THE TECH RESERVATIONS OF THE PREVIOUS GENERATION
• College Application Forms• Mobile Recharging• Movie Tickets• IRCTC• Ebay • Net Banking• Air Tickets
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AS THEY TREAT CONTENT AS COLLABORATIVE
The ‘Control C Generation’
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SO EVERYTHING MUST BE CUSTOMISABLE
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BRANDS WHO INTRIGUE THEM WITH SOCIAL CURRENCY WIN
Cool Forwards
Badges and Titles
Votes
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MAYBELLINE CREATION CAMPAIGN ON C2W
1200 contests created in 30 days
Most contests were created for the Make Up Queen Title
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Save The National Animal
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THEY’RE INSPIRED BY BRANDS INVITING THEM TO BE PART OF BIGGER
WORLD ISSUES
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Tip:
Listen in on what users are saying about
your brand online
They will become your evangelists
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IN A NUTSHELL
1. Start conversations, not on one way messages2. Leverage their creativity and facilitate UGC3. Treat youth as ‘active communities’ who can spread your
message NOT target groups4. Make sure your brand is always in BETA mode. 5. Create useful stuff like widgets and applications that’s
relevant to their lives.6. Don’t treat real and virtual worlds differently. Ensure ideas
morph seamlessly across media