Despite remarkable advances in communication technology, kids and young adults around the world still enjoy traditional past-times like listening to music, watching DVDs and going to the cinema. They still like linear TV, but appointment viewing is all but dead. They are receptive to compelling content delivered by mobile devices- as long as it’s free. And the impact of User Generated Content has been overblown. These are among the conclusions of Circuits of Cool/Digital Playground, hailed as the largest-ever global study into how kids and young people interact with digital technology, undertaken by MTV and Nickelodeon with Microsoft Digital Advertising Solutions. The study used qualitative and quantitative methodology to talk to 18,000 “tech embracing” kids (8-14) and young people (14-24) in 16 countries including the UK, US, Germany, Holland, Italy, Sweden, China, India, Japan and Australia.