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<ul><li>The Isobar-Ipsos #MeetTheZ Survey tries to decode the spending, shopping habits of <keyword id="159493" type="PERSON" weightage="20" keywordseo="Gen-Z">Gen Z</keyword>, and talks about this generation's priorities, in terms of career choices etc. </li><li>The survery reveals that at least 55% of the generation say their life runs on technology and spend an average of 8 hours everyday online.</li><li>It also states that 73% of those polled are keen to pursue unconventional career paths and 80% are willing to put their heart and soul into achieving their career goals. </li></ul>Centennials (first generation in the new century) or Generation Z have carved a niche for themselves and are inspiring the preceding generations in the process, as they strut forward with elan, juggling all areas with dexterity, according to the Isobar-Ipsos #MeetTheZ Survey. And technology is an intrinsic part of their lives. According to the survey, this tech savvy generation perceives technology as the means to information and empowerment. At least 55% say their life runs on technology - 66% believe tech helps them gain experience and acquire new skills. Interestingly, across various activities, this generation spends an average of at least 8 hours per day, online. “The new breed of youngsters (Generation Z) – born between 1995-2015 – is pragmatic in every possible way, true role models for older generations – they know what they want and know how to get it. Tech savvy, clear headed, confident, outgoing, valuing close bond with family, this generation embodies traits, which every parent has dreamt, for their kids to possess,” says <keyword id="119242" type="PERSON" weightage="20" keywordseo="Vivek-Gupta">Vivek Gupta</keyword>, Managing Director, Innovation, <keyword id="233968" type="COMPANY" weightage="20" keywordseo="Ipsos">Ipsos</keyword> India. <keyword id="1396225" type="PERSON" weightage="20" keywordseo="Gopa-Kumar">Gopa Kumar</keyword>, Chief Operating Officer, <keyword id="2780191" type="PERSON" weightage="20" keywordseo="Isobar">Isobar</keyword> India felt it was imperative to understand the cohort of Generation Z, as there was a lack of empirical data which provided insights into their motivations and aspirations. “Interestingly, Generation Z does not portray the conventional stereotype – if they are digital natives, they also yearn for and prioritize offline connections. They are constantly on the lookout for authenticity and purpose when they are engaging with brands. In fact, they have an informed view of the transformative impact of technology at work and play.” This generation understands the dichotomy of Social Media – 64% believe it aids in reconnecting with long lost friends; 43% find it limiting in its scope for personal relationships. Ambitious, at their pace Generation Z is realistically ambitious, and the study shows that at least 73% of those polled are keen to pursue unconventional career paths and 80% of them are willing to put their heart and soul into achieving their career goals. So technically, if 43% aspire for a successful career, 35% aspire to possess a lot of money; while 31% care foremost about staying fit and healthy. Closely knit family ties; active socially The study highlights the paradox about Generation Z – on one hand they are home bodies, consciously spending time with parents, with at least 51% of them consuming all meals with parents, at home, at the same time they are highly gregarious, like to hang out actively with friends (29%) at least once a week, 50% stay over with friends at least once a month. Parents are the anchor in their lives and at least 78% of Gen Z polled claims their parents give them independence and personal space. Contemporary view on relationships Generation Z realizes that some relationships may not be for the long haul, 70% reject a limiting relationship, while 66% are accepting of relationships not moving to permanence. They are easy going when it comes to forging personal ties and don’t drain themselves emotionally. We found they are in different modes - 14% of those in a relationship want it to culminate in marriage, 22% of those in a relationship are not in the marriage mode just yet, 22% singles are actively seeking out partners and 41% are happily single and are in no rush to get into a relationship, just yet. Disciplined Eaters; prefer home cooked food Generation Z have strong traits of retrosexuals when it comes to eating habits – they are self-proclaimed disciplinarians and choose healthy eating habits with a strong emphasis on a balanced diet. In fact, 1 in 2 have a specified diet plan, they adhere to. Sometimes alternating between intermittent fasting (20%), the zone diet (18%) and keto diet (15%). And despite a plethora of food options to choose from, at least 62% prefer home cooked meals. Shopping Habits; make the most of phygital Generation Z is truly discerning and busts several myths – they are fashion aware but will not blindly adopt, at least 78% will personalize to look good; and 79% will make their own fashion statement to stand out. Being digital natives, notwithstanding, there is a strong affinity for brick and mortar shops – 79% will shop both offline and online 20% shop only offline. Indians love labels, but Generation Z will not splurge on big brands unless they are convinced that they are getting their monies worth. At the same time, 77% claim they thoroughly research before deciding the purchase. And 26% will choose the fastest option of buying only if they are strapped for time. And brands actively seeking to connect with Generation Z, please note, this cohort respects and adopts socially responsible brands – 69% claim to like brands that collaborate with local artisans and 68% want to be associated with brands supporting social causes.

Indian Gen Z spends an average of 8 hours per day online: Isobar-Ipsos #MeetTheZ Survey

<ul><li>MMA and Isobar have launched a report titled 'The Voice Playbook.'</li><li>The report attempts to analyse COVID's impact on <keyword id="11144855" type="UNKNOWN" weightage="20" keywordseo="voice-marketing">voice marketing</keyword> and its growth in India. </li></ul>MMA and Isobar have launched ‘The Voice Playbook’ for India. The playbook aims to unfold the potential impact of Voice on the global and Indian media and marketing industry. It highlights insights that will help marketers win with Voice and enhance their brand-customer journey. For the record, 'The Voice Playbook' is powered by Slang Labs. The key focus areas of ‘The Voice Playbook’ are: <ol><li>Post-Pandemic, human behavior has shifted to more contactless experiences serving to grow the need for <keyword id="460561" type="TECHNOLOGY" weightage="20" keywordseo="voice-technology">voice technology</keyword> in both its pace &amp; popularity. Soon, consumers will have a voice option at self-checkout counters, ATMs, automobiles, elevators and anywhere else touch is currently needed.</li><li>Globally, over <a href="https://www.cnet.com/news/google-assistant-now-has-500-million-monthly-users" target="_blank">500 million people</a> use Google Assistant every month, with Hindi second only to English as the most <a href="https://economictimes.indiatimes.com/tech/internet/hindi-second-most-used-assistant-language-globally-says-google/articleshow/71206202.cms" target="_blank">commonly used language</a>.</li><li>The integration of Indian languages in voice assistants has been the strongest growth driver for the tech across the six-to-sixty age spectrum and as the majority of Indians are multilingual, they find voice three times faster than typing. During the 2019 cricket season, Google Assistant received over 100 million cricket queries as people asked for news and live score updates. This means people of all ages and geographies can engage with voice-enabled technology more easily because it mimics normal conversation.</li><li>Voice search queries in India are growing at 270% per year. India is already a large video-first <a href="https://brandequity.economictimes.indiatimes.com/tag/internet" target="_blank">internet</a> market and with the demographics and large scale, smartphone adoption will become the world's first / largest voice-first internet.</li><li>Voice technology is playing a pivotal role in fuelling aided commerce growth as 82% of smartphone users are using voice-activated technology.</li><li>Growing adoption of voice technology in shopping online will leave voice assistant to suggest products to buy and this can affect people’s connection with brands as only convenience or a brand’s ‘top of mind’ will play a bigger role in making a choice. Hence, Customer experience will once and for all overtake social media presence or general marketing.</li><li>Voice assistance has been continually refined to be more realistic and human-like. Alexa just got its first celebrity voice in India. Brands are focusing a lot on the voice of the voice assistant as the majority of the respondents (86%) said developing a brand’s voice personality is extremely important.</li><li>We are already anticipating the emergence of voice ad exchanges, where advertisers will bid to get their brands to the top spot. The first execution of this solution has just hit the market: Instreamatic.ai is the first company to serve ‘voice ads that people can speak with’.</li></ol>Shamsuddin Jasani, Group MD, Isobar - South Asia said, " Voice technology will become the next great disruptor and India as a market is very receptive to Voice as a medium and Isobar is extremely excited to help brands ride on this new wave. This playbook gives marketers an excellent opportunity to understand how to use voice as a medium/platform to engage with their consumers. By 2021, it’s estimated that 72% of internet users in India will prefer to use a language other than English, and voice will help bridge that language gap. Just like Brands needed an internet strategy in the ‘90s, a search strategy in 2000, and a mobile strategy in 2010, we at Isobar believe now brands need a voice strategy.” Gopa Kumar, COO, <keyword id="3116493" type="COMPANY" weightage="20" keywordseo="Isobar-India">Isobar India</keyword> added, "We firmly believe that Voice technology will become the next great disruptor and India as a market is very receptive to Voice as a medium. We are already seeing in India that people are skipping typing and moving to Voice and are completely at ease with the same. This gives marketers an excellent opportunity to use voice as a medium/platform to engage with their customers. While its use is becoming widespread and consumers are very receptive to it, there is still very less information on how voice tech will affect the various digital marketing platforms or the marketing mix. This playbook in association with MMA aims to decode the how and simplify it, this playbook will help you know about voice technology and will aid in not only being prepared but to position yourself or your brand ahead of the curve." <keyword id="6812225" type="PERSON" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, <keyword id="3172346" type="PERSON" weightage="20" keywordseo="MMA-India">MMA India</keyword> commented, “In post-pandemic times, contactless experiences, increased voice searches, consumption of vernacular languages, conversational commerce are riding the wave, making voice tech integral to the entire value chain. Hence, marketers recognise the potential of voice with MMA being the first trade body to take the lead to shape the future of voice in collaboration with our voice &amp; audio council enabling ongoing evangelism and education. The Voice playbook would act as a toolkit to empower and enable the marketer.” Kumar Rangarajan, Co-founder &amp; Obsessive Dictator, Slang Labs said, “When Slang Labs started about 4 years ago with the intent of empowering the digitally disenfranchised segments of the society to get the same kind of services that the digital-savvy people could, most of the marketing was still focused on the digital-savvy and majorly urban population of India. Post-Covid, even the non-digital savvy populations in urban and rural areas are getting onboard the digital highway. But the brands are unable to capture the full potential of this huge market of Next Billion Users! This is where we see Voice Playbook 2021 enabling marketers to understand the key challenges faced by this huge untapped market and engage them on their own terms using Voice as the ‘Bridge to BHARAT’!”

Voice search queries in India are growing at 270% per year: MMA and Isobar Report

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Indian Gen Z spends an average of 8 hours per day online: Isobar-Ipsos #MeetTheZ Survey

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Voice search queries in India are growing at 270% per year: MMA and Isobar Report

BI India Partner

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