Multi-tasking in a media-saturated world

Of the 38 hours of activities Asia's youth manage to squeeze into a day, 10 are spent on some form of media.

Lam said that, in part, this accounts for the extreme multi-tasking capabilities of the region's youth.

"The frenetic pace of a digitally-driven society has been embraced by Asia's young people. Kids are watching the TV, but also talking on the phone. They are on the internet with the radio on in the background. Or they may be sending email, texting on their mobile phone and playing an online game all at the one time.

"It's definitely the age of perpetual partial attention, meaning marketers have to work even harder to get the message through. The great news is that young people are using a wide variety of media and spending a good part of the day doing so," she said.

The biggest media junkies can be found in Malaysia (12.9 hours a day), Thailand (12.8) and Hong Kong (12.2). This covers time spent on the internet, watching TV or DVD/VCD/videos, reading newspapers or magazines and listening to the radio.

Over the past twelve months, more than half of all respondents reported an increase in their internet use and 37% listen to more music than they used to.

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> Attention! Screens are best for getting noticed

> Mobiles on the move

> Hanging on the telephone

> Game on

> Loving life... or not

> About the Synovate Young Asians survey