Singapore – A survey has revealed that most of Asia’s youth spend an average of 10 hours a day consuming some form of media. Listening to music is very important to the lives of two thirds of young Asians and 34 percent said that they had spent more time listening to music in the last year. The annual Synovate Young Asians study, which polled some 13,000 people aged between 8 and 24, revealed their media consumption, purchase habits, attitudes, favourite singers and cartoons. Miranda Cheung, managing director of Synovate in Singapore said, “Media across different platforms have certainly taken hold of youth across Asia in a significant way and this influence continues to grow. In fact, twenty-five percent admitted that they just couldn’t live without the internet while 23 percent said that they plan to watch more TV,” she said. The survey also explored the engagement levels of 8 to 24 year olds on the different types of activities and time spent on media. Synovate found that 35 percent had used the internet more than a year ago, while close to a quarter (23 percent) had spent more time watching TV. Newspaper and magazine reading remained unchanged with 64 percent of respondents spending roughly the same amount of time on both media. More than a quarter (29 percent) of young Asians set-aside time and plan their schedules around their favourite TV programmes, hoping to catch every episode. Koreans spent over 13 hours a day – the longest in the region – consuming some form of media, followed by Hong Kong youth and Singaporeans. “Asia’s young people have certainly embraced multi-tasking. Kids 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 same time,” Cheung added. The survey covers 12 markets across Asia, including Japan and Vietnam for the first time.
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