Internet addiction of today’s youth

I’m Raj and I RUN c2w

The children now love luxury; they have bad manners; contempt for authority; they show disrespect for elders and love chatter in lace of exercise. Children are now tyrants, not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up dainties at the table, cross their legs and tyrannize their teachers…..

Socrates460 BC

FIRSTLY, TECHNOLOGY ADDICTION

…is not restricted to a specific age bracket, but a mindset whose interests and behaviors are expressed across social media….

...these behaviors dictate how the youth interact with each other and the outside world

CommunicatingConsumingCreating

What are they doing?

Communication or Exhibitionism?

THEY’RE DIGITAL STORYTELLERS, CONSTANTLY CAPTURING AND SHARING

THEIR LIVES

FOR THE YOUTH MAJOR DECISION MAKING IS A TEAM SPORT

THEY’RE CONSTANTLY CONNECTED TO THEIR PALS, RELYING ON THEIR ADVICE. BRAND OWNERS SHOULD TALK TO THE ‘COLLECTIVE’ RATHER THAN

THE INDIVIDUAL

WHOSE MATING RITUALS HAVE CHANGED

ASKING OUT ON CHATBREAKUPS USUALLY HAPPEN ON SMS

‘WHEN I’M IN LOVE I’LL SHOUT IT ON SNS!’

AND SMS

AS THEIR WORLD IS BASED ON CONTINUOUS PARTIAL ATTENTION

THEY ARE MULTI ‘MEDIA’ TASKERS

HORIZONTAL VS VERTICAL

NEWS HAS BECOME

Youtube

Blogs

Micro Blogs

THESE DIGITAL NATIVES LEVERAGE TECHNOLOGY FOR FREE

STUFF

Software

Music

Movies

Games

WHO FLOCK TO SERVICES WHICH MAKE THEIR LIVES CONVENIENT

AND DO NOT HAVE THE TECH RESERVATIONS OF THE PREVIOUS GENERATION

• College Application Forms• Mobile Recharging• Movie Tickets• IRCTC• Ebay • Net Banking• Air Tickets

AS THEY TREAT CONTENT AS COLLABORATIVE

The ‘Control C Generation’

>10,000,000 views

SO EVERYTHING MUST BE CUSTOMISABLE

BRANDS WHO INTRIGUE THEM WITH SOCIAL CURRENCY WIN

Cool Forwards

Badges and Titles

Votes

MAYBELLINE CREATION CAMPAIGN ON C2W

1200 contests created in 30 days

Most contests were created for the Make Up Queen Title

Save The National Animal

THEY’RE INSPIRED BY BRANDS INVITING THEM TO BE PART OF BIGGER

WORLD ISSUES

Tip:

Listen in on what users are saying about

your brand online

They will become your evangelists

IN A NUTSHELL

1. Start conversations, not on one way messages2. Leverage their creativity and facilitate UGC3. Treat youth as ‘active communities’ who can spread your

message NOT target groups4. Make sure your brand is always in BETA mode. 5. Create useful stuff like widgets and applications that’s

relevant to their lives.6. Don’t treat real and virtual worlds differently. Ensure ideas

morph seamlessly across media

THANK YOUraj@c2w.com9820322572