INSIDE LOOK AT THE DATA: WHO, WHAT, AND WHERE

BACKGROUND AND CONTEXT

India is the world’s largest democracy with a young, entrepreneurial population, making it a country with a bustling labour force. India continues to be an attractive and important ‘source country’ for students seeking to study abroad. The 10K Indian Voices survey is a unique, one of its kind survey, boasting 10,000 respondents, the largest sample size, of Indian Gen Z students to date (aged 18-23 years, born between 1998-2003.)

GAIN INSIGHTS

In this survey, we deep-dive into the lives of Indian Gen Z students, to better understand their hopes and desires from higher education. For us to get a closer read on this target audience with respect to higher education, it is key to holistically understand them - how they spend their time, their likes, dislikes, who inspires them, their views on sustainability and what their future aspirations are. Our aim in collecting and sharing this data is to enable higher education universities to better meet the needs and understand these aforementioned aspirations of their target audience, students.

TIMELINE

The survey was undertaken during 2020-21, with multiple stages involved: • October 2020 - January 2021: Testing phase and initial responses • February 2021 - August 2021: Final survey roll out

SURVEY PLATFORM AND OUTREACH METHOD

The survey was initially hosted on Google Forms and then Typeform (with the form being embedded on Sannam S4 Group’s website and subsequently, ads being posted on social media platforms to target students to fill out the survey form).

SAMPLE SIZE

A total of 11,060 responses were received. After consolidation, 9,963 unique responses were validated and accepted.

FUTURE OUTLOOK OF THE 10K SURVEY

This 10K survey would serve as the baseline for future surveys, to map changes in students aspirations, influences and motivations. Sannam S4 Group will apply these learnings to launch similar surveys in other geographic locations.

YOUR VOICE MATTERS

WHO DID WE SPEAK WITH?

AGE GROUP 18-23 years

GEOGRAPHY

Students were surveyed with representation from Northern, Southern, Western, Central and Eastern India across Tier 1, 2, 3 cities

EDUCATIONAL BACKGROUND

Current and recent undergraduate and graduate students (graduated within the last 3 years)

GENDER

A 2:1 representative mix of female and male participants respectively

10K SURVEY

A unique, one of its kind survey of Indian students that zooms into their lives to get a nuanced understanding of their aspirations from higher education.

GEOGRAPHICAL SPREAD

10K SURVEY

10K Survey ensured a diverse mix of Indian voices across the country, with most responses coming from Tier 1 cities.

NORTH

REGIONAL RESPONSE RATE ~40%

Tier 1: Delhi Tier 2: Lucknow, Jaipur, Kanpur, Dehradun

CENTRAL AND WEST

REGIONAL RESPONSE RATE

Tier 1: Mumbai, Pune, Ahmedabad Tier 2: Surat, Indore

~20% TIER-WISE RESPONSES ACROSS INDIA

Tier 1 cities - 50%

Tier 2 cities - 27%

Tier 3 cities - 23%

SOUTH

REGIONAL RESPONSE RATE ~30%

Tier 1: Chennai, Hyderabad, Bangalore Tier 3: Coimbatore, Ernakulam

EAST

REGIONAL RESPONSE RATE ~10%

Tier 1: Kolkata Tier 2: Guwahati, Patna, Ranchi Tier 3: Howrah

Top cities (across tiers) in terms of responses are depicted in each region (cities listed above are not exhaustive).