Kantar Launches Youth Study #PlanetY in India

In India, Kantar has launched a study called #PlanetY, with the aim of providing an understanding of the attitudes, values and behaviour of the country's youth.

The study examines two generations - 'Centennials' and Millennials - based on interviews with more than 7,500 youngsters aged between 15 and 29, across metros and 'mini metros'. A large segment of the study is dedicated to understanding the digital life of these consumers, and offers a deep dive into consumption of online entertainment options such as OTT, music and gaming.

#PlanetY also explores youngsters' financial literacy around money and wealth creation by examining their investment patterns across various financial instruments, usage of online wallets, and saving vs. spending acumen. Shopping habits, leisure and lifestyle, entertainment options, food habits and media consumption patterns also come under the spotlight.

Hemant Mehta (pictured), MD of the Insights Division in South Asia, comments: 'With youth leading their lives online and through their smart phones, it is imperative that marketers understand the various touch points in their target consumers' lives. This led us to designing #PlanetY, which tries to decode this consumer segment in a never before seen level of granularity. We are confident that this will help marketers understand their young consumers better and connect with them innovatively'.

Web site: www.kantar.com .