Generation Y as a Digital Consumer: A Conceptual Framework for Mobile Marketing in India

VARSHA JAIN & SAUMYA PANT
MICA–The School of Ideas, Ahmedabad, India

Abstract
Among the emerging economies, India is the most promising market for Generation Y, because majority of Indian’s population belongs to this segment (those born between 1980 and 2000). These individuals are tech-savvy and extensively use mobile phones. This study aims to uncover the role of mobile phone that has emerged along with the evolution of Generation Y. The digitized consumers of this generation need to be understood in light of the importance of family, friends and peers. This will help us determine the purchase of products and brands via mobile phones while understanding the characteristics of these individuals. A total of 10 focus group discussions (FGDs) with 72 respondents were conducted in three Indian leading cities: Mumbai, Bangalore, and Ahmedabad. The study found that Generation Y widely use mobile phone, get influenced by the peers, family and friends and get involved with the brands via phone. Generation Y also focus on personalization, security and sharing; while they emerge as digital consumers.

Keywords: Generation Y, mobile marketing, India

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Dr. Varsha Jain is an assistant professor in Integrated Marketing Communications and the Chair, Dissertation at MICA. Her research specialties lie in mobile and digital marketing, luxury branding, and digital natives.

Dr. Saumya Pant is an associate professor at MICA and visiting faculty at Bangkok University, Thailand. Her areas of expertise are gender and health communication, mass communication for social change, critical cultural inquiry, and transnational feminisms.