A Beta Life Youth, a new study exploring the trends amongst the tech-savvy youth, shows that unlike Europe, where the youth associate a brand with a mere label or logo, the Indian youth perceive a brand as a trend that offers them dependability and helps them to “choose the right thing”.

The survey was conducted on behalf of MTVNI, Nokia, 20th Century Fox, Fox Mobile Group and Channel 4. It was conducted between September and December 2008 in the UK, the US, Germany, India and Japan, amongst 8,000 technology embracing 12-24 year olds.

It aimed to understand how technology has impacted the social lives of young people globally, and explores how these lifestyle changes affect their relationships with friends, family, entertainment media, communication technologies, advertising and brands.

The Indian youth not only favour certain brands, they talk about them (two in three discuss a brand a ‘lot’) and make researched purchases, too. Almost 87 per cent of the Indian youth (as against only 80 per cent in Germany) make a researched purchase.

Read more about it here.