Age of Sinnocence is a volatile and interesting journey into the world of youth - their life, their attitude towards money, fame, ambition, love & relationships, their take on changing ethics. Exploratory and quantiative research across 2400 youth spanning 13 cities in India

1. Youth Marketing
Forum 2011
Images from getty images

2. Do we
really
know the
Young

3. Young
people don’t
wear bar
codes

4. Informal , Unconventional Techniques
Video diaries, ethnography interviews, semiotics studies, peer
discussion, hangout observations, FB closed communities, online chats,
net crawls, blogs and so on

5. Welcome to the new era

6. Meet the new age youth
no judgment
no inhibition
no pretense

7. Youth is a social animal in real and
virtual world
85% of them connect to social
media more than once a day
Boys are more Social than Girls

8. Money is my drug and
I am an experience junkie
70% feel money is necessary to even make friends

9. 54%
Cheat admit to cheating
in exams,
40%
feel its ok to
Steal
Other’s ideas to
get ahead at work

10. 53%
Want to
experiment
With their
relationships
But
believe
in
marriage

11. JUST
11%
want to
pursue their
ex post
break ups
move on!

12. Mom dad
are my
security
blanket

13. 72% choose
PROFESSION
OVER PASSION….
feel they can earn
more
than their
parents

14. “We’re
sinners
not cheaters”

15. Confident
Courageous
Experience Junkies
but outlook on family, career,
marriage remain traditional

16. While ambitions fire like raging
ENGINES
Punting big on life
Experimenting with relationships
Taking short cuts to success
BODY TALK

17. ….The flight is rooted
Trust key in Relationships
Belief in Marriage
PARENTAL GUIDANCE
WORK FOR MONEY

18. our RELIGION @
no rules
RESPECT
CHALLENGE

19. In 2011, MTV explores the Vices & Virtues
 A comprehensive research done across 13
cities 2400 youth in age 18-24
 The most comprehensive research of
Youth Vices till date
 Probe into Experience, Ambition & Attitude towards
Relationship and Money-their outlook to
money, aspirations, career, ambition, romance, love
and sex
 Methodology : mix of qualitative + quantitative +
video diaries + ethnography + peer group
discussions + semiotics study
Study conducted by TNS and Available at all leading online & offline
Quantum Consumer Solutions stores . To book your personal copy, mail
us at insights@mtvindia.com

21. To book your copy of Sinnocence
Write to us at
insights@mtvindia.com