I recently interviewed my young niece, a typical urban teenager. These are some insight I was able to draw:
- Spends 30 mins on the Internet each day.
- Facebook rules; game has shifted from Orkut – why? Orkut is ‘local’.
- Gets Rs. 1000 as pocket money/ month; buys own Metro tickets.
- But mom recharges the mobile (yes, every teenager has a mobile of own).
- Her phone is her phone, only see sees her messages.
- Given that messages cost the same as a call, both share equal proportion of spends.
- Café Coffee Day is favourite hang-out place; Mocha is cool; Pizza Hut is visited often.
- Visits to these places take place as a group – boys and girls go together.
- Boys mostly have cars.
- Cars are often pooled, as its more fun that way.
- Most girls have boyfriends.
- Career is primary focus, lots of time is spent studying.
- While she is in school, there are 3-4 day coaching classes to prepare for admission into MBBS.
- Travels over 20 kms in Metro to attend these.
- Music is on Ipod, some on the mobile too, but Ipod is preferred as it’s a focused device.
- Shahrukh’s Don is the only Don she knows; THIS is the original – she hasn’t seen the one starring Amitabh and therefore doesn’t matter.
- Hrithik looks good, Shahrukh is ok, so is Amitabh, so is Salman.
- Deepika Padukone looks desi, Priyanka Chopra is cool, Rani acts well.
- Look conscious – eats very carefully – wants fat-free curd.
- Family is still very-very important.
- Parents are parents, but sense of ‘fear’ that earlier generations faced is gone.
- Corrects dad if feels doesn’t agree with attitude/ behavior.
- Mom is a friend.
She clearly knows her mind. Is this just my niece?
Urban teenagers are now clearly ‘people’ and not accessories to their parents. They have a life of their own, a mind too.
Careers are however still influenced by parents in big way – maybe because it is they who primarily fund it still?
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