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<ul><li><keyword id="10373615" type="UNKNOWN" weightage="20" keywordseo="new-yougov-whitepaper">New YouGov whitepaper</keyword> reveals habits and attitudes of <keyword id="10373611" type="UNKNOWN" weightage="20" keywordseo="early-tech-adopters">early tech adopters</keyword> across 25 markets worldwide.</li><li>Technophiles in India skew towards the 18-34 years demographic to a greater extent than many other surveyed markets.</li><li>More than three in five (62%) dedicated followers of new technology are males.</li><li>Dedicated followers are twice more likely than the public to get influenced by opinions of celebrities and influencers.</li></ul><keyword id="15508" type="COMPANY" weightage="20" keywordseo="YouGov">YouGov</keyword>’s new research shows India has a high proportion (49%) of early tech adopters, and they are eager to buy new products as well as adopt new technology. The “First in Line: Early technology adopters around the globe”<a href="https://in.yougov.com/en-hi/news/2020/11/25/global-technology-2020/" target="_blank"></a>whitepaper looks at technology adoption across 25 markets worldwide, based on more than 370,000 interviews with consumers about their tech habits and attitudes. In addition to this, the report includes deep dive analysis of technology adoption in six key markets. The data reveals that almost a fifth (18%) of consumers across 25 markets are early adopters of technology – with 9% saying they’re “actively on the lookout” for new devices and services (dedicated followers), and another 9% saying they’re “always keen” to use new products as soon as they’re available (first wave consumers). <div type="image" title="image004 (3)" msid="79546869" hostid="261"></div> In India (where the sample is an urban one), around half (49%) of the consumers meet the criteria – with one in three (30%) belonging to the “dedicated followers” group and a fifth (19%) to the “first wave consumers”. Latecomers account for just 15% of the online population. The second wave make up 17% of the Indian online population while discerning customers make up another 20%. <div type="image" title="image005 (2)" msid="79546883" hostid="261"></div> The early adopters are a lucrative group for anyone in the technology sector. By demographics, they tend to be younger (the largest proportion are often within the 18-34 age groupings), male and affluent. In India, specifically, early adopters skew towards the 18-34 years demographic to a greater extent than many other surveyed markets. When it comes to personal disposable income, a third of early adopters (34% DF 35% FW) have between 10,001 – 50,000 rupees per month to spend on themselves, compared to 28% of the urban online population. In terms of attitudes, the early adopter group in India tends to be aspirational and are comfortable taking risk with their money. They enjoy testing new products before they go on sale. Their attitudes appear consistent with the public in some areas but deviate from them in other important areas. Dedicated followers, for example, are twice more likely than the public to take the opinions of celebrities and influencers into account when making a purchase (32% dedicated followers vs. 16% online rep). A similar difference is visible when looking at their attitudes towards brands, where they are more likely to say that brands must connect with customers in real life in order to be successful (64% vs. 55%). Dedicated followers’ affinity towards social media also stands important for brands, as they are more likely to seek experiences that make for great content on social media (39% vs 24%). Therefore, if a brand wants to engage with these new tech enthusiasts, they should approach them with enticing ways rather than mundane marketing gimmicks. Early tech adopters in India differ from the online public even in terms of their usage of internet. This group of technophiles is more likely to engage in every category of digital activity such as browsing, email, messaging and streaming. <div type="image" title="image006 (2)" msid="79546901" hostid="261"></div> The key differences arise in the usage of internet for online productivity applications such as word processors, where 44% early adopters use the internet for this purpose as compared to 32% online population. There are notable differences while using the internet for buying/ browsing services online (57% vs 47%), and usage of cloud-based apps (53% vs 44%). This suggests that while there is still a substantial general audience for these products, marketers may want to emphasize aspects that appeal to consumers with higher technological literacy and enthusiasm. Speaking about the whitepaper, <keyword id="10373613" type="PERSON" weightage="20" keywordseo="russell-feldman">Russell Feldman</keyword>, Director of Digital, Media and Technology research at YouGov, said, “YouGov’s whitepaper shows that India has a substantial proportion of early tech adopters, with a high appetite for technology as well as high engagement with it. Although eager to try new products, these tech enthusiasts differ from the online public in terms of their expectations from brands. Their aspirational and risk-taking nature makes them a lucrative group for those in the business of technology. Therefore, understanding audience demographics, sentiments and trends within the sector is key for brands looking to target this highly engaged group of consumers."

One in two urban Indians are early adopters of technology, predominantly young and affluent: Report

<ul><li>Data from YouGov’s “Global <keyword id="6354777" type="General" weightage="100" keywordseo="media" source="Orion">Media</keyword> Outlook Report 2022” shows urban Indian consumers expect to spend more time with digital media in the future than any type of traditional media.</li><li>62% consumers between 25-34 years intend to increase consumption of streaming video and 58% expect to up music streaming consumption in the next 12 months.</li></ul>YouGov’s new report explores how consumption of media has changed globally in the past 12 months and identifies which media behaviours consumers are planning to stick with in the future. Data from the whitepaper shows that digital mediums have been the dominant media choices of urban Indians in the past 12 months, and they are likely to dominate their choices in the future as well. Among projected increases in digital media sources are websites &amp; apps (63% are likely to increase their consumption), social media (55%), streaming video (53%) and streaming music (49%). Consumption of streaming video is likely to increase across age groups in India in the next 12 months, with <keyword id="2258626" type="General" weightage="20" keywordseo="young-consumers" source="Orion">young consumers</keyword> between 25- 34 years expecting a higher increase in consumption (62%) as compared to those aged 35-44 (52%) or 55+ (41%). In comparison to this, intent to increase consumption of both live and non-live TV is lower among this group- at 50% and 45%, respectively, yet higher than the other age groups. This shows that along with driving the demand for <keyword id="778108" type="General" weightage="20" keywordseo="streaming-services" source="Orion">streaming services</keyword>, younger audiences in India will also dominate the demand for TV content in the future. Similarly, within the audio industry, younger generations are set to boost the consumption of streaming music, as well as podcasts. About six in ten (58%) adults between 25-34 years plan to stream more music in the next 12 months, which is higher than the expectations of other age groups. Even though future consumption of podcasts is projected lower than other mediums, its consumption is likely to soar among young consumers (25-34 years) in the country. <div type="image" title="image002" msid="89585756" hostid="261"></div> When it comes to subscriptions, once again we see the young population taking the lead. Across all age groups, demand for VOD is the highest among consumers between 25-34 years, with almost half (49%) currently paying for, and likely to continue with their subscriptions next year. In addition to this, one in ten (10%) respondents who do not currently pay, said they might consider paying next year, representing a clear opportunity for growth within this cohort. Having said that, a considerable proportion are either ‘Cancelers’ (24%)- who currently pay but are likely to cancel next year, or ‘Rejectors’ (17%) - who do not currently pay and are unlikely to subscribe next year. Making investment in better content, more regional content options and as well as subscription price adaptations might help the streaming platforms retain and grow audiences. Similarly, in case of music subscriptions, compared to all other age groups, a higher proportion of young adults (between 25-34) currently pay for music subscriptions and are likely to continue paying next year as well. There is further room for growth as 14% who currently do not have a paid subscription may consider signing up next year. Jules Newby, Sector Head of Media at YouGov said, “Our report takes deep dives into the Watch, Listen, Read and Social channels of media consumption. As consumer media consumption patterns continue to evolve and adapt to the pandemic-caused disruption across different regions, our data sheds light on growth opportunities for media planners and brand marketers alike, whilst also revealing which digital trends are likely to stick around in the future, and which global markets and demographics are encouraging this stickiness. “When it comes to the ‘stickiness’ of consumers’ media consumption behavior, our data suggests that a high proportion of consumers are unlikely to change their media behavior dramatically in the next 12 months. Looking at the growth drivers of media consumption in the next 12 months, all are digital. Video streaming services have further tightened their grip on viewers in the wake of the pandemic and are likely to register the biggest growth in consumption in the coming year.”

Young consumers are likely to drive streaming growth in India, with a majority planning to increase consumption in the future: YouGov report

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One in two urban Indians are early adopters of technology, predominantly young and affluent: Report

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Young consumers are likely to drive streaming growth in India, with a majority planning to increase consumption in the future: YouGov report

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