Attention! Screens are best for getting noticed

The study asked the older respondents, those who are 15-24 years, just how much attention they were paying to each medium and found the internet came out on top. Thirty-one percent of respondents say they pay 100% attention to the internet when they are online and a further 38% give it 75% of their attention. Television is the next most involving medium, with 18% giving it their full attention and 31% at a 75% attention-level.

"When you're fighting for a young person's attention, it might be best if your message was on a screen. They are far more likely to notice it (something that all parents out there might need to make note of!)," said Lam.

"But when it comes to how people feel about media, it's the internet and mobile phones that are most often rated an absolute necessity. Indeed, the mobile phone is fast making inroads as the 'third screen' in people's lives," she said.

Thirty-seven percent of the region's connected youth said they could not live without the internet and 29% would be unable to function without their mobile phones.

Overall, the internet was seen as the best source for staying up-to-date, useful information, entertainment and enjoyment. Television still has a major role in young people's lives when it comes to entertainment and leisure with a quarter of respondents preferring it for this pursuit.

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> Multi-tasking in a media-saturated world

> Mobiles on the move

> Hanging on the telephone

> Game on

> Loving life... or not

> About the Synovate Young Asians survey