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Copyright © 2013 Tata Consultancy Services Limited

TCS GenY Survey 2012

Digital Habits of School Students

June 14, 2013

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Contents

Backdrop

Objectives

Logistics

Findings

Conclusion

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About TCS IT WIZ

TCS IT Wiz, India's biggest IT quiz for schools, started in 1999, for

students of class 8-12 as an educational initiative. This has become an

annual calendar event for schools across India. The programme aims to

build awareness and encourage students to get excited about Information

Technology.

The Quiz strives to enhance IT awareness among students, keeping them

abreast of the latest developments in the world of Information Technology, as

IT has become an integral part of our lives today and has today put India on

the global map.

After the quiz was rebranded as TCS IT Wiz in 2005, the growth of the quiz

has been stupendous and now reaches 14 across India, making it India’s

biggest Inter School IT Quiz.

Backdrop Objectives Logistics Findings Conclusion

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The GenY Survey

The TCS IT Wiz has grown receives the physical participation of over

15,000 students across India, TCS conceptualized a questionnaire based

survey administered as part of the nation wide quiz

Objectives

A Nationwide study that would capture the trends and pulse of the

youth across this nation with a focus on technology.

A study to comprehend and compare the difference (if any) among

school students in the major metros and mini metros of India

An exclusive study of this scale to capture information access trends,

social networking preferences, future education mindset, career

interests and youth aspiration products.

Backdrop Objectives Logistics Findings Conclusion

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TCS GenY Survey 2012-13

TIME PERIOD OF STUDY

August 2012 – December 2012

17,478

students,

12 cities

Largest

Survey of Urban

High School

Students

in India

Respondents

12-18 year old,

Questionnaire-

based

Backdrop Objectives Logistics Findings Conclusion

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Survey Reach

14 cities across India

Classified as Metros and Mini Metros

METROS

Bangalore, Chennai, Delhi, Hyderabad,

Kolkata and Mumbai

MINI METROS

Ahmedabad, Bhubaneshwar, Cochin,

Coimbatore, Indore, Lucknow, Nagpur and

Pune

TOTAL RESPONDENTS - 17478

TOTAL SCHOOLS : 1660

AGE OF RESPONDENTS : 12 - 18 years

Backdrop Objectives Logistics Findings Conclusion

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Backdrop Objectives Logistics Findings Conclusion

Survey Findings

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Backdrop Objectives Logistics Findings Conclusion

Survey Findings

GADGETS

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Backdrop Objectives Logistics Findings Conclusion

Narrowing gap in ownership between

Metro and Mini Metro when it comes to

gadgets like Laptops and Tablets.

Gaming Console is still considered a

premium product and hence it still

preferred more in Metros.

GADGETS > Mobiles emerge the principal device Which of the following GADGETS do you own?

Mobile Phones have overtaken

the Home PC in metros while

mini metros are not far behind.

Which is your favourite GADGET?

GADGETS All India Metro Mini Metro

Mobile Phone 65.71 67.34 64.09

Home PC 65.64 64.16 67.12

Laptop 51.20 54.24 48.15

MP3 player 47.93 45.09 50.77

Gaming Console 40.61 44.07 37.14

Tablet 37.73 39.99 35.48

65.71

65.64

51.20

47.93

40.61

37.73

67.34

64.16

54.24

45.09

44.07

39.99

64.09

67.12

48.15

50.77

37.14

35.48

Mobile phone

Home PC

Laptop

iPod/MP3 player

Gaming Console

ipad/Tablet All India

Metro

Mini Metro

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Backdrop Objectives Logistics Findings Conclusion

“ I like a TAB but own a Laptop”

is the current trend when

mapped to the previous

question (i.e.: gadgets owned) .

High ratings for Mobile Phones as a

favourite gadget could be reflective of

the fact that children nowadays are

graduating to smart-phones. Hence

they are claiming it to be their favourite

gadget

GADGETS > TAB is the way ahead. Which is your Favorite GADGET?

The TABLET is emerging as a popular

as MP3 Players. Though the Laptop is

used more, The Tablet is a greater

favourite than a Laptop

Which is your favourite GADGET?

GADGETS All India Metro Mini Metro

Mobile Phone 28.08 26.46 29.69

MP3 Players 18.52 19.40 17.64

Tablet 18.41 20.10 16.72

Computer 14.71 14.21 15.21

Laptop 13.35 12.93 13.77

Gaming Console 6.81 6.86 6.76

Camera 0.15 0.10 0.21

28.08 18.52 18.41 14.71 13.35

6.81

26.46

19.40 20.10

14.21 12.93

6.86

29.69

17.64 16.72

15.21 13.77

6.76

Mobile Phone

MP3 Players

Tablet Computer Laptop Gaming Console

Camera

Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

Decline in usage of MP3 Players

could be because of Mobiles

being smart phones

Mini Metro Children Show greater

usage of Gaming Consoles

GADGETS > Smart Phones replace MP3s What gadget do you use the most ?

Mobiles emerge as the first Usage

Device ahead of the Computer

What gadget do you use the most?

GADGETS All India Metro Mini Metro

Mobile Phone 33.65 36.71 30.58

Computer 21.27 20.64 21.89

Laptop 18.03 16.85 19.22

Tablet 13.38 13.94 12.82

MP3 Players 12.57 12.18 12.95

Gaming Console 15.61 12.76 18.46

Camera 0.02 0.04 0.00

33.65 21.27 18.03 13.38 12.57 15.61

36.71

20.64 16.85

13.94 12.18 12.76

30.58

21.89

19.22

12.82 12.95 18.46

Mobile Phone

Computer Laptop Tablet MP3 Players Gaming Console

Camera

All India

Metro

Mini Metro

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Backdrop Objectives Logistics Findings Conclusion

Nokia still outscores Apple

The large ‘Others’ percentage could be

reflective of emerging brands like

Karbonn, Lava , Xolo etc

GADGETS > Samsung leads the way Which of these brands of electronic items do you use?

Samsung is clearly the market

leader in preference of brands

used by these children.

Which of these brands of electronic items do you use?

Brands All India Metro Mini Metro

Samsung 48.28 49.45 47.10

Nokia 46.46 46.48 46.43

Apple 39.56 38.01 41.11

HTC 36.54 37.64 35.45

Other 33.96 34.16 33.76

48.28 46.46 39.56 36.54 33.96

49.45 46.48 38.01 37.64 34.16

47.10 46.43

41.11 35.45

33.76

Samsung Nokia Apple HTC Other

All India

Metro

Mini Metro

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Backdrop Objectives Logistics Findings Conclusion

Windows is picking up its pace.

GADGETS > Generation Android Which Operating Platform is used by your Smart Device ?

Android is definitely the leading

Operating Platform which Gen -

Youth of India Prefers.

Which Operating Platform is used by your Smart Device ?

Operating Platform All India Metro Mini Metro

Windows 33.69 32.99 34.39

Android 53.70 53.45 53.95

iOS 22.91 22.58 23.24

33.69 53.70

22.91

32.99

53.45

22.58

34.39

53.95

23.24

Windows Android iOS

All India

Metro

Mini Metro

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Backdrop Objectives Logistics Findings Conclusion

GADGETS > Smart Phone please…. Do you own a Smart Phone ?

The Youth of India definitely

has graduated to utilising the

full potential of Smart Phones.

Do you own a Smart Phone ?

Answer All India Metro Mini Metro

Yes 58.93 58.50 59.36

No 41.07 41.50 40.64

58.93

41.07

58.50

41.50

59.36

40.64

Yes

No

All India

Metro

Mini Metro

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Backdrop Objectives Logistics Findings Conclusion

Survey Findings

SOCIAL NETWORKING

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Backdrop Objectives Logistics Findings Conclusion

Interesting to see the rise of sites like

Pinterest and LinkedIn, especially in

the METROs.

SOCIAL NETWORKING > A national phenomenon Which of the following Social Networking Sites have your registered with ?

There is HARDLY ANY

DIFFERENCE between the

Metro and Mini metro cities on

the top preferences.

Which of the following Social Networking Sites have you registered

with ?

Website All India Metro Mini Metro

Facebook 83.38 83.95 82.81

Twitter 29.43 29.79 29.08

Orkut 27.85 29.01 26.68

Others 23.99 24.59 23.39

None of the Above 22.33 22.47 22.20

Pinterest 15.73 22.23 9.23

LinkedIn 14.54 20.22 8.86

83.38

29.43

27.85

23.99

22.33

15.73

14.54

83.95

29.79

29.01

24.59

22.47

22.23

20.22

82.81

29.08

26.68

23.39

22.20

9.23

8.86

Facebook

Twitter

Orkut

Others

None of the Above

Pinterest

Linkedin Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

SOCIAL NETWORKING > FB is young India’s biggest Colony Which is your most preferred site?

Facebook reigns supreme as the

most preferred Social Networking

platform at a staggering 91.54%

National Average.

Which is your most preferred site?

Website All India Metro Mini Metro

Facebook 91.54 92.00 91.09

Others 4.96 4.90 5.02

Twitter 2.21 1.64 2.77

Google 1.24 1.42 1.05

LinkedIn 0.06 0.04 0.08 91.54

4.96

2.21

1.24

0.06

92.00

4.90

1.64

1.42

0.04

91.09

5.02

2.77

1.05

0.08

Facebook

Others

Twitter

Google

Linkedin Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

Survey Findings

INFORMATION ACCESS

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Backdrop Objectives Logistics Findings Conclusion

Mobile Phone as an internet

access device is growing in

metros. 1 out of every 4 Metro

children browses on a phone.

Cyber Cafes are still relevant in Mini

Metros with one in five children

visiting.

INFORMATION ACCESS > Home rules. Phones rising Where do you access Internet ?

Internet access in METRO Schools is

on the rise.

Where do you access Internet ?

Source of Access All India Metro Mini Metro

Home 72.03 71.76 72.30

Mobile Phone 18.17 26.01 10.33

School 14.41 18.43 10.39

Cyber Café 13.57 4.38 22.76

Do Not Access 2.49 2.23 2.75

72.03

18.17

14.41

13.57

2.49

71.76

26.01

18.43

4.38

2.23

72.30

10.33

10.39

22.76

2.75

Home

Mobile Phone

School

Cyber Café

Do Not Access Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

Cyber Cafes remain still relevant as a

point of access in Mini Metro’s.

Though Schools in METRO’s are

increasing access, students prefer

browsing from Home.

INFORMATION ACCESS > Home is default locationHow

Which is your favorite place to access Internet ?

Home is still the preferred place

for access.

Which is your favorite place to access Internet ?

Source of Access All India Metro Mini Metro

Home 83.60 82.26 84.93

Cyber café 11.04 6.81 15.27

Others 7.02 8.27 5.77

School 2.60 2.66 2.53

83.60

11.04

7.02

2.60

82.26

6.81

8.27

2.66

84.93

15.27

5.77

2.53

Home

Cyber café

Others

School Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

The Need for Internet is equally felt

across the nation.

1 out of every 4 children spends more

than an Hour on the Internet while

50% of the respondents spend more

than 30 minutes.

INFORMATION ACCESS > Internet Need is equal across

India How much time do you spend on the Internet in a day ?

The device, access points and

preference may vary between

Metro and Mini Metro but time

spent is more or less same.

How much time do you spend on the Internet in a day ?

Time spent on Internet All India Metro Mini Metro

1-2 hrs 25.48 25.90 25.05

30 - 60 minutes 24.55 24.69 24.41

2-3 hrs 18.86 19.39 18.33

15 - 30 minutes 15.63 14.56 16.69

<15 minutes 15.11 15.55 14.66

25.48

24.55

18.86

15.63

15.11

25.90

24.69

19.39

14.56

15.55

25.05

24.41

18.33

16.69

14.66

1-2 hrs

30 - 60 mts

2-3 hrs

15 - 30 mts

<15 mts Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

Project work and Academic Research

for information is highest followed by

Social Networking.

INFORMATION ACCESS > Internet behaviour similar Pan-

India Why do you access the Internet?

Children reflect similar patterns

in both Mini and Metros as

reasons to access the internet.

Why do you access the internet?

Reason to Access All India Metro Mini

Metro

Research School subjects 73.65 73.70 73.59

Chat/Connect/Blog 62.34 62.51 62.17

Access Email 49.10 48.62 49.58

Listen/Download Music 45.47 45.74 45.21

View Movies 44.01 45.53 42.48

Do not Access 3.42 3.87 2.98 73.65

62.34

49.10

45.47

44.01

3.42

73.70

62.51

48.62

45.74

45.53

3.87

73.59

62.17

49.58

45.21

42.48

2.98

Research School subjects

Chat / Connect / Blog

Access Email

Listen/Download Music

View Movies

Do not Access

Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

INFORMATION ACCESS > Online shopping gets younger Do you Shop Online ?

4 out of every 10 children are

shopping online today .

Where do you access Internet ?

Answer All India Metro Mini Metro

No 62.91 54.66 71.17

Yes 37.09 45.34 28.84

62.91

37.09

54.66

45.34

71.17

28.84

No

Yes

All India

Metro

Mini Metro

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Backdrop Objectives Logistics Findings Conclusion

Interesting to note that 1 in every 4 kids

buy clothes and accessories online

INFORMATION ACCESS > E-com is young India’s new

Mall What do you buy online?

Movie tickets dominate online

purchase followed by Books

DVDs and Music

What do you buy online?

Product All India Metro Mini Metro

Movies tickets 61.71 57.68 65.73

Books/DVD/Music 46.99 46.20 47.77

Airline /railway tickets 39.46 36.85 42.06

Clothes & accessories 25.50 29.26 21.75

Others 9.01 9.45 8.56

61.71

46.99

39.46

25.50

9.01

57.68

46.20

36.85

29.26

9.45

65.73

47.77

42.06

21.75

8.56

Movies tickets

Books/DVD/Music

Airline /railway tickets

Clothes & accessories

Others Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

Survey Findings

CAREER INTERESTS

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Backdrop Objectives Logistics Findings Conclusion

New areas like Retail, Tourism,

Media &

Entertainment are attractive to

METRO kids.

CAREER INTERESTS > New Career Options emerge in

METRO’s What are your top 3 career options ?

IT and Engineering are still clear

preferences in Mini Metro’s. What are your top 3 Career Options ?

Stream All India Metro Mini Metro

IT 41.71 31.77 51.65

Engineering 34.04 21.12 46.96

Medicine 14.74 13.31 16.17

Banking / Financial 13.10 10.42 15.77

Others/Not Sure 12.56 7.74 17.38

Media/ Entertainment 10.54 14.70 6.39

Retail 9.86 14.65 5.08

Tourism / Hospitality 9.52 16.17 2.88

Government 8.40 6.69 10.11 Interesting to note that 1 in every 4 kids

buy clothes and accessories online

Interest in Medicine declining in

Metro’s

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Backdrop Objectives Logistics Findings Conclusion

Survey Findings

COMMUNICATION (Preferences)

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Backdrop Objectives Logistics Findings Conclusion

COMMUNICATION > Email - a thing of the Past. Its a

WhatsApp world. How do you communicate the most ?

How do you communicate the most ?

Mode of Communication All India Metro Mini Metro

Facebook /Twitter 73.68 76.30 71.06

SMS 53.84 56.75 50.93

Voice Call 43.54 43.40 43.68

Email 41.89 40.07 43.71

Instant Messaging 39.39 37.78 40.99

Facebook continues to grow as

the principal mode of

communication.

SOCIAL MEDIA PLATFORMS are the

principal medium of Communication.

Emails are on the decline as a medium

of communication and featured even

below SMS and Voice calls.

The growth of Instant Messaging is

reflective of the growth in

communicative applications like

WhatsApp and Blackberry Messenger

73.68

53.84

43.54

41.89

39.39

76.30

56.75

43.40

40.07

37.78

71.06

50.93

43.68

43.71

40.99

Facebook /Twitter

SMS

Voice Call

Email

Instant Messaging Mini Metro

Metro

All India

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Backdrop Objectives Logistics Findings Conclusion

Insights from the Survey

Mobiles emerge the principal device for students

Laptops surge ahead with one in two kids having a laptop at

home

Tablets emerge as an aspiration device for children

Social life is clearly lived online by this generation

One in two students use Android

One in four uses smart phone to connect online

Home remains the preferred location to surf the internet

One in four are online for 60+ min; 50% spend 30+ minutes.

Four in ten are shopping online be it for books, movies or music.

New careers like Retail, Tourism, Media are attracting students

Thank You