Mobiles on the move

"It's one thing for mobile phones to have features, but another thing entirely as to whether they are used. The Young Asians survey makes it clear that, as far as young people go, the mobile is taking off as an all-in-one portable device. Coupled with young Asian's dependency on their phones, this means the mobile is rapidly becoming a vital part of the media mix for brands seeking to interact with young consumers," Lam said.

The two most popular features remain SMS (64% do it, with young Indonesians leading the way at 85%) and taking pictures (55%).

Perhaps more indicative of the increasing importance of the mobile, many other features are getting used in significant numbers. Half of all 8-24 year olds who have mobiles are now using them to listen to music and 47% are playing games; 26% are taking video footage, 19% downloading and 12% are connecting to the internet via their phones. This is particularly popular in China with 22% going online courtesy of their mobiles.

When asked how they will listen to music in the future, 21% of young Asians said they expect to be using their mobile.

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> Multi-tasking in a media-saturated world

> Attention! Screens are best for getting noticed

> Hanging on the telephone

> Game on

> Loving life... or not

> About the Synovate Young Asians survey