Which generation you belong to ? X,Y or Z ?

Generation X

Born: 1966-1980
Age in 2015: 35 to 50
Current Indian Population: 40 million (Approx)

Gen Xers are arguably the best educated generation with approx 30% obtaining a bachelor’s degree or higher. With that education and a growing maturity they formed families with a higher level of caution and pragmatism than their parents demonstrated. Concerns run high over avoiding broken homes, kids growing up without a parent around and financial planning.
Gen X is more open to diversity and has learnt to embrace differences such as religion, sexual orientation, class, race and ethnicity.

Known as the generation with the lowest voting participation rate of any generation, Gen X is “the generation that dropped out without ever turning on the news or tuning in to the social issues around them.”.Gen X is sometimes referred to as the “lost” generation and is often characterized by high levels of skepticism, “what’s in it for me” attitudes.


Generation Y

Born: 1981-2000
Age in 2015: 15-34
Current Indian Population: 55 million (Approx)

Referred as the Millennial Generation, or simply Millennials. Generation Y has been shaped by the technological revolution that occurred throughout their youth. Gen Y grew up with technology, so being connected and tech savvy is in their DNA. Equipped with latest technology and gadgets, such as smart Phones, laptops and tablets, Generation Y is online and connected 24/7, 365 days a year. Many Millennials grew up seeing their Generation X parents working day and night doing stressful corporate jobs, which has shaped their own views on the workforce and the need for work-life balance. 
Gen Y members are much more racially and ethnically diverse and they are much more segmented as an audience aided by the rapid expansion in Cable TV channels, satellite radio, the Internet,etc.

Gen Y are less brand loyal and the speed of the Internet has led the cohort to be similarly flexible and changing in its fashion, style consciousness and where and how it is communicated with.
Gen Y kids often raised in dual income or single parent families have been more involved in family purchases,everything from groceries to new cars. One in nine Gen Yers has a credit card co-signed by a parent.


Generation Z

Born: 2001-2015
Age in 2013: 0-14
Current Indian Population: 15 million and growing rapidly

While we don’t know much about Gen Z yet.We know a lot about the environment they are growing up in. This highly diverse environment will make the grade schools of the next generation the most diverse ever. Higher levels of technology will make significant inroads in academics allowing for customized instruction.
Gen Z kids will grow up with a highly sophisticated media and computer environment and will be more Internet savvy and expert than their Gen Y forerunners. 

The Smarter Idiot

Recently I heard a seminar in which the speaker mentioned that there is a threat to TV medium, as average time we watch TV is decreasing. My mother, rather all the mothers in India, would have relaxed after this research if this statement would have been made a decade ago. But, the threat comes because of another smarter Idiot.


Traditionally, TV, the idiot box, has long continued to be the largest medium for consumers and hence advertisers. But traditional TV is facing the heat because of smarter devices. Though the size of the screen hung on the walls of family rooms is becoming larger, the average time spent in front of that screen is decreasing.

Marketers think of smartphones and tablets as the “first screen” and TV has been moved to second position. People with access to a smartphone or tablet now spend an average of 2 hours and 57 minutes on them each day and the old first screen on average gets about 2 hours and 48 minutes of attention each day, according to the recent research. The mobile device emerges as an even bigger winner when you filter the data for dedicated users.

An inflection point like this has clearly been coming. The amount of time that people spend watching TV has been flat for several years, while people continue to spend more and more time with apps. Most TV networks have also reported the decrease in subscriptions.

India has been largely immune to this phenomena, but things are changing quite fast here as well. While traditional TV might not have seen the drop in audiences and advertising, but the channels are already feeling the heat. With 4G already here smarter devices will happen here too.

The threat to TV is not only from the apps like Netflix and HotStar, but also from the social networking sites.  Facebook recently announced the launch of its latest video streaming feature called "Live". This will enable celebrities to live stream content about themselves to entire fan base. Moreover, the reach of Facebook is way far than the reach of any single broadcaster.

Imagine Star Plus telecasting the Filmfare,  but Facebook users watching it "Live" from the perspective of their stars.  Imagine IPL on MAX versus IPL through the eyes of Sachin Tendulkar or Shah Rukh khan in stands. With the best quality smartphones available in the market and the phones getting smarter the competition is going to be a revolution in the Media.

The "Thumb" generation wants sharable content at their thumb press rather than long boring format.
So, TV guys may feel completely lost in this battle.