Assessing Causative Factors Prompting Digital Content and Device Adoption Among Young Indian Reader

Abstract

Gen Y (born between 1980-2000) is fast emerging as the largest customer segment arou nd the world. In India alone, 65% of the population is below 30-35 years of age. A British su rvey (UK's Office o f Nationa l Statistics (ON ) has revea led that most Gen Y of the world reside in India.With digital content and devices turning ubi qui to us in the Indi an market, there is grea ter adoption of same by users, especially those who belo ng to youth cohorts. Gen Y is a technology-savvy generatio n and al o the first generatio n to have used electronic mail and mobile phones since their childh od. They are also more comfo rtable with technology. (Tyler 2007)(Tyler 2008). This survey and focus group discussion ba ed resea rch study explo res attitudes the youth in India have toward digital content and devices. In mapping the attitudes the study focuses on the causative factors that are enabling digital content and d evice adoptio n, and those that are proving to be a hindrance. Gen Y are more comfo rtable with graphics and image rather than with text. They ca n merge text, sound and images easily and they ca n transfer between real and virtual world with ease and seamlessly (Obl inger & Oblinger (Eds), 2005). In particular, the resea rch focuses on three aspects - Digital Content (prefe re n ce), Di gital Access (ease) a nd Di git a l Devi ces (Access).The objective of chis research was to find out the preference of digital and e-book content, pattern of acce of d igital content/ e-books among Indian youth, curre nt enablers and disablers o f digital access and anticipate the future of digital contenr/e-book.