Script reveals that technology enables a fluid lifestyle for Indians

“A New Sense of Place”, a study conducted by Script (a Godrej Venture) reveals how technology is melding work and play for Indians across cities and generations. With over 50% (564.5 million) of the Indian population connected to the internet, the shift towards ‘activity’ has become more defined as opposed to ‘location’. The study showed that every one-in-five respondent orders grocery from their beds or while browsing what is on the television, or even on their smartphones while travelling!

The report highlights transformations in lifestyle habits and consumer behaviour. For instance, the living room, which used to be the hub for evening gatherings and cable TV entertainment, is no more the primary choice to watch a movie or TV show. In fact, the survey revealed that 76% admitted to not being in their living rooms if they were watching a show. 

The first choice of content consumption for both men and women are the bedroom, followed by the kitchen and dining room for only 22% female respondents, and the living room for 26% male respondents. This has, no doubt, given rise to new hangout spots: dining sets, comfy new recliners and sofas which extend to beds, and of course bean bags. 

Mr. Rajat Mathur, Business Head, Script, said, “Technology has brought about a freedom of living which was previously inaccessible. Mobile phones are now the primary screen for today’s connected Indian consumers. As a brand, the objective of Script has always been to enable a fluid living experience. At present, people are unbound and empowered, in each moment, to choose the roles and identities that suit their mood, habit or quirk. The physical spaces we live in are now redefined and evolved to suit a multifunctional generation!”

With technology at the forefront over the last decade, Indians have upped their art of living, as digital lifestyles have transformed to become fluid-like life. Significant changes in every field have simplified our lives beyond imagination and optimal usage of the available resources has been the main mantra. 

The study also found that the concept of a workplace, which has now evolved into a person’s device, not the place they go to, is hiding interesting secrets! Nearly half of the respondents admitted to secretly watching content on OTT platforms while at work. Professionally employed Indians now spend 2.35 hours on social media during work hours, as compared to 1.15 hours spent on social media outside work. Also, half the respondents responded to personal messages during work meetings. Interestingly, “being at work” is not considered a bad thing - half of millennials and Gen Z’ers communicated with their bosses on social media while on vacation. At the same time, Indian s are not shying away from taking work home - as 67% millennials and 69% Gen Z’ers responded to work-related messages and calls from home.