Presentation Transcript

1. UNICEF Boot Camp on “Open Defecation” 26th April 2013

   Understanding Indian Youth & their conversations on Social Media

2. What I am sharing here is just a high level attempt to understand youth… 2 stage random sample, face-to-face survey in households 225,000 individual from 104 towns across 82 NSSO regions and 800+ villages Public
3. India Generations Age Progression Independence Progression Public

4. Gen Nxt – 2020 – 23% (U86m+R188MM)

   Between the ages of 13 and 24 years Majority from North India while 22% are from Western India and over half of them are from 10 lakhs+ population towns (45) Two thirds are students. Four out of ten of them have completed between 5 to 9 years of schooling and only 5% of them are graduates Nearly three fourths of them own a bicycle, a CTV and C&S. 40% of the Gen Next owns a VCD/DVD Player while nearly 30% own a food processor/mixer/grinder. 9% of them own an a portable music player On an average, over one fourth of them spend at least 1 to 2 hours watching television on weekdays as well as weekends. They spend less than 30 minutes reading the newspaper Most popular hobby/interest is listening to music followed by cinemas/films and adventure sports. Their favorite indoor entertainment activities include watching television, listening to music and watching movies on VCD/DVD’s. Movies at cinema halls, eating out and generally hanging out with friends are the most popular outdoor activities Money, education and family are the most important priorities Brand image is the most important factor they consider which is followed by the price and the performance quality of the product. Sachin Tendulkar is the celebrity they admire the most followed by Salman Khan and MS Dhoni Public

5. Gen Now – 2010 – 29% (U105mn+R233MM)

   Between the ages of 25 and 39 years Mostly from North India, one fourth from South India and over half of them are from 10 lakhs+ population towns Nearly one fourth studied till SSC/HSC while only 5% of them are graduates 40% of the Gen Now are housewives while 20% are unskilled workers Three fourths of them are married with children Average MHI for nearly half of them ranges between Rs.6250 and Rs.12,500 Nearly three fourths own a bicycle, a CTV and C&S connection. More than one fourth own a VCD/DVD Player, a food processor and a Land/Plot Most popular type of media is Television while reading the newspaper is preferred by only one fourth. One fourth spends between 1-2 hrs watching Television, less than 30 minutes reading the newspaper Hubbies are Listening to music, cinemas/films and adventure sports. Indoor entertainment is watching TV, playing with children and music. Movies, eating out and hanging out with friends are popular outdoor activities Money followed by their children’s education and health are the most important priorities in life Brand name, price and performance quality play an important role in the selection of a product Sachin Tendulkar is the celebrity they admire the most followed by Salman Khan and Amitabh Bachchan Public
6. Association with UNICEF on Social Networking Sites Only 0.36% of all Indians on SNS have a digital association with UNICEF 1 in 270 Gen Next Indian SNS users are digitally associated to UNICEF (approx). 1 in 350 for those between 13 and 19 years. (approx) Importance of Gen Next on Digital Media 60% of all Indian Social Networking Site users belong to Gen Next Gen Next comprises of 62% of all netizensassociated (i.e. shown interest/liked) to UNICEF on social networking site 21% of Indian Social Networking Site Users with a digital association with UNICEF are between the age of 13-19 years Source: Facebook ad metric data Public
7. Indian Social Networking Site users on Social Issues Environment is the most popular social issue among India SNS users Environment is the most popular social issue amongst Gen Next with more than 2.35 lakh having a digital association 187,480 of Indian Gen Next Social Networking Site users are affiliated to Social Work on the web. Issues like violence against women and child abuse follow the issue of environment in terms of Gen Next association. Gen Next does associate itself with Sanitation & Hygiene but sanitation contributes just 12% to this. Source: Facebook ad metric data Public
8. Classification of Conversations Public
9. Nature of Conversations on Open Defecation on Digital Media Public
10. Nature of popular press conversations Most conversations on the web have been initiated by popular press Conversations driven around controversial comments by politicians Involve conversations on religious sentiments involved with Open defecation Digital media users have rejected the notion of open defecation and its role in hurting religious sentiments Examples “Defecation in the open .. A shame politicians use to stir religious sentiments …” Indian Blogger (10th Oct, 2012) Relative volume of conversations on web about open defecation by Indian digital media users Indicates a period of higher press coverage Public

11. Careful look at Regional Conversations

    On-ground development activities1being reflected in hyper local conversations about open defecation and sanitation High degree of correlation in achievement rate and conversations Expression of “pride” in area of high achievement rate Expression of “Optimism” and “shame” in areas of lower achievement rate 1Nirmal Bharat Abhiyan States with achievement rate greater than total achievement rate on the basis of objective have been classified as high achievement rate. Source: Detailed IHHL progress report as per information received up to 24-4-2013 High achievement rate Low achievement rate Conversation locations Distribution of achievement rate of Nirmal Bharat Abhiyan and local conversations about open defecation and sanitation in India Public

12. Gen Next as participants or initiators?

    Information Flow Gen Now and Gen Yest have mostly initiated conversations on sanitation and open defecation Their conversations have been sourced from news media, personal experiences, policy issues and personal experience Gen Next has a strong inclination towards hygiene, sanitation and social issues but has initiated little amount of conversations on the web Identity is an important issue in conversations that have resulted in a high level of Gen Next participation Public

13. Gen Next Digital Media users on issues of sanitation and open defecation

    1. Focus on peripheral cues Gen Next on issues of sanitation has focused on peripheral cues of the message 2. Identification with community Greater participation on discussion oriented towards community/region 3. Openness to social issues 188,140 of Indian Gen Next Social Networking Site users are affiliated to Social Work on the web. 4. Identity projects Degree of overlap between an individual’s self-schema and the schema he/she holds for the target object. Public

14. How can we make a successful campaign?

    Network Effect Creating a sense of shock and uneasiness Association to memorable personal events Portraying serious issues in a lighter tone A chance to show the do-gooder side of them Public

15. How can we make a successful campaign?

    Community Effect Connect, share, find solutions and take collective action Feeling for the local community Influencer & a culture built around the community Allowing people to create and share content Public

16. The important questions…

    Should Gen Next be restricted to participation in conversations on open defecation and sanitation? How can we move the project beyond an identity project? What will be the role of Gen Now and Gen Yest in driving opinion? Should the focus be region specific/community driven or national? Public