NEWS23 December 2019

Kantar launches India youth study

Asia Pacific FMCG Leisure & Arts Media News Youth

INDIA – Kantar has launched a study focusing on the attitudes, values and behaviour of young people – millennials and centennials – in India.

Young people mobile smartphone millennial_crop

The #PlanetY research is based on interviews with 7,500 15-29-year-olds across metropolitan areas. It explores shopping habits, digital aptitude, leisure, entertainment options, food habits and media consumption.

Financial literacy and orientation towards money are also researched in the study, which examines respondents’ use of online wallets, investment patterns and spending behaviour.

Hemant Mehta, managing director, Insights Division, South Asia, Kantar, said, “Centennials and GenZ are increasingly becoming key consumer segments for the marketers. #PlanetY tries to decode this consumer segment in a never before seen level of granularity. We are confident that this will help marketers understand their young consumers better and connect with them innovatively.”