Among the emerging economies, India is the most promising market for
Generation Y, because majority of Indian’s population belongs to this segment
(those born between 1980 and 2000). These individuals are tech-savvy and
extensively use mobile phones. This study aims to uncover the role of mobile
phone that has emerged along with the evolution of Generation Y. The digitized
consumers of this generation need to be understood in light of the importance
of family, friends and peers. This will help us determine the purchase of products
and brands via mobile phones while understanding the characteristics of these
individuals. A total of 10 focus group discussions (FGDs) with 72 respondents
were conducted in three Indian leading cities: Mumbai, Bangalore, and
Ahmedabad. The study found that Generation Y widely use mobile phone, get
influenced by the peers, family and friends and get involved with the brands via
phone. Generation Y also focus on personalization, security and sharing; while
they emerge as digital consumers.