About the study
MTV and TNS joined hands to understand how India would be 5 years down the line given the onset of social media revolution. In this study, we focus on a segment which is the 'Early Adopters' in the digital scenario.
The quantitative study included 2200 SEC A respondents between 18 to 25 years of age. The respondents were picked from across 13 cities including Mumbai, Delhi, Kolkata, Chennai, Bangalore, Ahemdabad, Coimbatore, Lucknow, Ludhiana, Nagpur, Jaipur, Patna, and Bubaneswar, and administered face-to-face questionnaires.
The quality aspect of research included a mix of habitat peer group discussions, same gender and mixed gender focus groups, ethnography interviews, video diary analysis, participant observations, and an extensive semiotics study. The study covered six cities with 150+ respondents across six representative cities in India viz. Mumbai, Delhi, Chennai, Kolkata, Ahemdabad, and Kanpur. MTV partnered with Quantum Market Research to conduct the qualitative aspect of the study.
