Script’s (a Godrej Venture) new market study “A New Sense of Place”, reveals how technology is influencing the work and life of Indians across cities and generations. Over 50% (564.5 million) of the Indian population have internet connectivity and the result is a shift. Now, what one does has become more defined as opposed to where it is done.
The study shows that every one in five respondents orders groceries from their bed or while watching the television or even using smartphones on a journey.
The report clearly throws light at the transformations in lifestyle, habits, and consumer behavior. The living room, which was once the hub for evening family gatherings and TV entertainment, is no more the same. It is not even a primary choice to watch a movie or TV show for many. In fact, the survey also reveals that 76% admitted to not being in their living rooms if they were watching a movie or show.
The primary choice for content consumption for both men and women is the bedrooms, then the kitchen, and finally the living & dining rooms. For 22% of female respondents, it was the dining room and the living room for 26% male respondents. This has, no doubt, have inspired new hangout spots: dining sets, comfy new recliners and sofas which can extend as beds, and of course bean bags.
Rajat Mathur, Business Head, Script, commented, “Technology has brought about freedom of living which was previously not accessible. Mobile phones are now the primary screen for today’s Indian consumers. As a brand, the objective of the Script has always been to enable a fluid living experience.”
The research also has some interesting findings. “being at work” is not considered a bad thing anymore as half of the millennials and Gen Z’ers kept in touch with their bosses even while on vacation through social media.