Young Asians
Multitasking madness and digital drive
Eight to 24 year olds across Asia manage to fit 38 hours worth of activities into every 24-hour day. How? Multitasking. They message friends while they watch TV. They chat on the phone and online at the same time. They download while they study (yes, some does get done!).
So how does your brand attract and engage with such busy young people? It's an age of perpetual partial attention and brands have to work even harder.
Synovate Young Asians is a syndicated study that covers 8-24 year olds in 10 markets across the region, including Australia for the first time. It covers media consumption and digital lifestyles; as well as heroes (Beckham is still the number one sporting hero across Asia but local heroes top the list in China and are gaining prominence in other markets too), favourite brands and singers, relationships with parents and family and even who's happiest (the youth of India top this one!).