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Young Indians prefer movies to music

News, 21 May 2015

NEW DELHI: Young Indians spend little time buying music or partying, instead preferring movies, malls and eating out.

These findings emerged as part of the research undertaken by the Brand Equity team at the Economic Times for its Most Exciting Brands 2015 report, which surveyed more than 1,200 15-26 year olds belonging to SEC A households across seven cities.

"A whopping 71% have never bought music," the Economic Times reported. And books looked to be heading the same way: 39% had never bought a book, while 27% bought one only every six months or less.

Partying, in the form of going out to pubs and discos, held little appeal for many. Fully 62% said they never indulged in these activities.

Eating out was the top activity for this age group, with 86% snacking and drinking in restaurants and coffee shops at least once a month and 59% doing so at least once a week.

Cinema, too, was an attractive option, with two thirds (68%) going between once a week and once a month. "Bollywood, Tollywood or Kollywood, cinema continues to be the national glue," the Economic Times remarked.

A similar proportion (64%) visited malls on a weekly or monthly basis.

But when looking at how they spent their money rather than their time, a different picture appeared.

Shopping for clothes and accessories attracted the greatest average monthly spend (Rs 1613), followed by partying at pubs and discotheques (Rs 1086) which was just ahead of mall spending (Rs 1067).

Spending on movies (Rs 554) was broadly on a par with books (Rs 516) and music (Rs 526). Eating out came in at Rs 762 and personal grooming at Rs 581.

Of the seven cities covered by the research Pune distinguished itself in several regards, with young people there spending significantly more than the average on eating out (Rs 1315), at malls (Rs 1981), on music (Rs 1354) and on personal grooming (Rs 930).

That is at least in part due to the far higher levels of pocket money respondents in that city received.

But whatever the absolute levels of money involved, 20% of this on average was not spent or was saved in a bank account.

Data sourced from Economic Times; additional content by Warc staff