77pc of young India spends most of their time watching short videos, followed by 16pc on news & entertainment channels and 7pc on television & OTT, finds the ‘Getting Young India Right’ report by the short-video platform Moj.
The report’s findings are based on primary data collected through an online survey from 3709 Moj users aged between 18 and 34, who Moj defines as ‘young India’. The survey questions aimed to unravel young India’s content preferences and purchasing power.
According to the report, 60pc of young India’s purchase decisions are influenced by short video and social media followed by online platforms and television. Offers and discounts are one of the top influencing factors for more than half of young India’s purchase decisions, followed by the reliability of products, convenience, and free shipping. Moreover, 77pc of young India spends the most on mobile phones and apparels. Over 65pc of young India uses personal funds for such purchases, while 26pc seek financial help from friends & family and 7pc rely on loans.
Commenting on the report’s launch, Udit Sharma, Chief Revenue Officer, ShareChat & Moj, said, “Our report unravels young India’s behavioral and content consumption patterns. Young India today is fearless and confident, and the short video format offers them an open canvas to demonstrate their creativity to the whole world. Short videos are also increasingly becoming the go to entertainment format and we at Moj are leading this revolution. Brands and advertisers can now leverage this evolving format to reach new audiences and tell more immersive stories.”
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