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HONG KONG — Today's young Asian is a multi-tasking, interactive, digital-driven consumer according to Young Asians, a new survey released by Synovate. Conducted in conjunction with MSN, MTV and Yahoo!, Young Asians surveyed over 7,000 respondents aged 8 to 24 across Hong Kong, Singapore, Taiwan, Malaysia, Thailand, Indonesia, Philippines and India. Synovate Director of Media Research Asia Pacific, Steve Garton, said the study revealed the hearts and minds of Asia's connected youth, exposing their favourite brands, spending habits, dreams and aspirations. So, 'wassup' with Young Asians? A consumption crazy, aspirational, driven generation, Young Asians are money-focussed yet moral, believe school is important and aim to be successful. Their favourite food is fast, favourite drink is soft and preferred birthday gift a mobile phone. While Young Asians start off wanting be doctors, by the time they hit 15 the desire for money develops and the career of choice becomes a business owner. Their preferred sports to play are badminton and basketball/netball while basketball and soccer are the sports of choice to watch or read about. "Consumption clout is alive and strong, with eight in ten Young Asians influencing the family shopping for soft drinks and snacks, three quarters influencing the family visit for fast food and six in ten influencing the TV channel watched when sharing the viewing," Mr Garton said. "Young Asians are also very vocal about their favourite brands, with large international brands featuring strongly among the different categories surveyed." 
"However, it's not all sports and shopping. Today's young Asian worries about the future and what adulthood may hold for them. A secure job is the number one concern about growing up for 19% of Young Asians, while 16% worry about being financially stable and 9% worry about adult responsibilities. "Despite their concerns, Young Asians maintain a sense of excitement about adult life, with 16% looking forward to the prospect of having a family, 15% ready to be independent and influential and 9% eager to enjoy adult activities like drinking, travelling...and having sex," Mr Garton said. A cliché that has graced the lips of many a politician and beauty queen still holds true for Young Asians, 18% of whom voted world peace as the number one change they would make to the world. A further 16% are aspiring activists, wanting to change social problems like drugs and corruption. "But don't be fooled by this altruistic bunch, for 15% of Young Asians named 'themselves' as the one thing they would change about the world, wanting to be more popular, better looking, or simply famous," Mr Garton said. The Internet and digital technology are fundamental to Young Asian lives, fuelling their desire to stay connected and central to their interaction with peers. 62% have their own mobile phone, 45% have their own desktop computer and half of 12 to 24 years olds name the Internet as the most helpful medium for product and service information over TV (32%) and newspapers (10%). While listening to their MP3 players (owned by 23% of respondents) you'll find Young Asians searching the web for information, emailing, downloading entertainment and interacting with their friends online. Mr Garton said the survey showed this trend is likely to grow, with one third of Young Asians indicating that they expected to be spending more time on the Internet next year compared to the previous. "A rare glimpse into the life and times of the first digital generation, Young Asians shows just how extensively digital technology and the Internet have affected their lives, with email and instant messaging now central to keeping in touch with their friends and the world," he said. 
Thank you for reading Synovate In:fact. This issue of In:fact was based on information gathered from a TeleNations Global telephone omnibus survey. These are regularly conducted in 55 countries across the Americas, Asia, Europe, Africa and the Middle East. If you'd like more information about this study, please email infact@synovate.com. Click here to send a copy of this survey to a friend. If you'd prefer not to receive further issues, click here to unsubscribe from our mailing list. Click here if you're not a subscriber and wish to subscribe to future issues. As a subscriber to Synovate In:fact, you're encouraged to contact us with your comments, suggestions and inquiries. To do so, please email infact@synovate.com. We will reply as quickly as possible. We believe in our subscribers' privacy rights. The data you provide us will not be shared with third parties without your express permission. We aim to comply with email regulations worldwide. This is not always easy as email laws are still evolving in many locations. We appreciate your understanding. |