Kantar launches India youth study

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.”