(9 October 2006 6:00 pm)

MUMBAI: MTV and Microsoft Digital Advertising Solutions have joined forces to conduct a global study into the impact of technology on today’s youth.

The study, commissioned by MTV International (MTVNI) and supported by Microsoft Digital Advertising Solutions, is being conducted with teens and young adults across nine countries - India, China, Germany, Holland, Italy, Japan, Mexico, US and the UK. The study will examine the social impact of viral video, instant messaging, email, online social networks, mobile phones and on-line gaming.

The research aims to understand:

How today’s youth differ from their predecessors?

What behaviour has technology altered / eclipsed?

Do girls and boys use technology in the same way, for the same reasons?

Is there a prime age of digital engagement?

What factors dictate media platform and content choice?

The new role of entertainment media and brands in 2007 and beyond.

MTV Intl senior VP, international tesearch and planning Graham Saxton said, “The latest research into technology and teens has limited itself to understanding the habits of the early adopters or been obsessed by the technology itself. We decided to commission a study into understanding genuine social change.

"By viewing technology within the wider context of young people’s lifestyles we aim to demystify the digital generation and provide tangible insights for ourselves and our clients to continue engaging our audience now and into the future.”

Microsoft Digital Advertising Solutions head of International Research Caroline Vogt said, “There is a lot of received wisdom surrounding youth and their technology uptake. This research aims to uncover the real motivations driving behaviours and understand the role technology is serving in the daily lives of youth today. ”

The research began in August and full qualitative and quantitative results are expected by December 2006.