Is Digital happeneing with the Urban Bharat youth?

My father’s household help’s daughter, in Dehradun, passed her board examinations with flying colours, scoring a distinction. She is dreaming of being a software professional and last year she was eyeing a second hand basic laptop so that she could get familiar with the world of computers.

We were half expecting her to ask for a laptop but were quite surprised when she decided instead to buy a Rs 5000 branded smart phone. Her reason was very simple, the future as she saw is in mobiles  and she would like to be proficient with one.

To me this was a generation change. No computers or laptops but your initiation to internet or digital is through smart phones. Broadband had been bypassed directly for 2G and 3G and in the immediate future, 4G.

When I look around me at the youth of Urban Bharat (non metro towns), I see the ubiquitous presence of smart phones. It is no more an aspiration, it has already arrived.

Yet traditional media consumption habits do not show any major decline. The cricket world cup viewership on TV or the readership of Dainik Jagran and Amar Ujala in Dehradun show no fall. So what gives?

The answer is, nothing. I do not have figures with me, but as I was reading a global report by ZenithOptimedia on global media consumptions it hit me that digital has actually grown the total media consumption. Because of smart phones more people are tuning in more to media, and more to new media. India at the last count had 110 mn social media users. Last year it was estimated that Facebook in India was adding one new user every second!

And Urban Bharat has also benefitted from the same. The Urban Bharat youth today is more informed, more global and therefore more world ready. Compared to our generation he or she is miles ahead. He may be watching the world cup on TV, but he learnt about the Phil Hughes tragedy and its aftermath via Facebook and Twitter. She watches Anoushka’s latest film in the multiplex but follows her involvement with Kohli through social media and the Daily Jagran mobile app. They knew about the board exam results via the website but spread it around through whatsapp. And some of their shopping has also started on Flipkart.

But all is not honky dory. The intent is there but the means are lacking. The Urban Bharat youth finds 3G expensive and 2G limiting. They have limited budget and cannot afford the current 3G packages.  The cheapest unlimited 3G pack goes for around Rs 250 for 1 GB use at 4 Mbps. For a youngster in Urban Bharat Rs 250 is a lots of money. For many, it is their monthly two wheeler petrol expense. And 1 GB does not last long specially if you are on Facebook or Twitter or watching You tube. Actually this explains the widespread use of whatsapp. Its compressed technology enables the youngster to exchange videos and photos with 2G, whose rates are cheaper. And with groups, you keep it within your own universe.

Data service providers like Idea, who have a strong non metro presence have some interesting prepaid packages. Sample these. Rs 11 for 50 MB whatsapp only, Rs 22 for 150 MB data for Facebook only, Rs 29 for 500 MB data for one night only, Rs 49 for 1 GB data for one night only, Rs 39 for 200 MB data for whatsapp only…… These are the equivalent to “One paise for one minute mobile call” which changed the face of mobile telephony in India.

And these schemes have paved the way for an increase in the use of whatsapp and Facebook apps. Plus also some interesting habits. Some students take the one night data and get active on social media once a week (usually on Saturday nights), some use it during exam times to download exam material and some even buy these schemes at the same time to interact on a limited basis.  

In my mind therefore the price equation for mobile data has still not hit the sweet spot. And I do not agree with those who mention the speed issue. Not for Urban Bharat. The lack of good speeds have actually helped in lowering the consumer expectation. The average internet speed in India is around 1.7Mbps which is half the global average. So to an average Indian and more so in Urban Bharat a speed of 2-3 Mbps is good. What they want is an affordable price.

So while Star may release the Hotstar app and show major sports tournaments live on mobile or release films on the same or show live events, it is mostly an Urban Indian phenomena. Till the Urban Bharat youth gets it’s “One paisa, one minute call” moment in reality, digital medium will still remain an add on. The T20 world cup next year or the Olympics may well be available live on the mobile but the Urban Bharat youth will be happy seeing it on the TV.

The fact is that digital is used sparingly. Everytime a typical Urban Bharat youth logs on to the net, he or she debates and decides if it’s worth it. There is no spontaneity to it. There is rigidity. And till the medium is treated with rigidity it will not be a standalone media.

Anyone out there who feels the same way? Or anyone with a different experience? I would love to have your views.