A key finding of 'The Curious Minds' study is that the age of rebel cool is long gone. Now the new cool is caring. (Agencies)
Conducted on over 11,000 young people, aged 13 to 25, across more than 40 cities in the Sec A and B (primarily upper class segment), and launched at the recently held MTV Youth Marketing Forum, the study indicates that taking care of their family and having a lot of friends is one of youth's top priorities.
Contrary to popular belief that the virtual world is becoming more important to the youth, the study indicates that they still value real relationships more, said a statement.
As many as 84 percent respondents said that they first share their happiness with friends in person, than on social media. And when they are low and down, 90 percent of them turn to their family (parents and siblings) to talk it out, with their best friend being their next option (71 percent).
Parents are like a badge of pride for most of them.
Of those in the study, 86 percent said they are proud of their parents and show them off from time to time.
As many as 73 percent said that their parents don't invade private space and that they share most things with them.
While youngsters are becoming more independent gradually, a key finding of the study indicates that 55 percent of the young respondents don't mind living with parents even when they are 30.
As far as romance is concerned, it isn't the ultimate goal for youngsters today - 51 percent of them are currently single while 32 percent believe marriage is outdated.
They are also more committed - as justified by the 78 percent respondents who said it is not okay to cheat even if your partner won't find out.
Live-in relationships too are a viable option for 44 percent of those surveyed.
A key finding of 'The Curious Minds' study is that the age of rebel cool is long gone. Now the new cool is caring.