MUMBAI: When it comes to accessing information about a product or service, it is the television young Indians tune in to. Findings of a study done by Synovate titled Young Asians reveals that 42 per cent of 12 to 24 year-olds in India name television as the most helpful medium for product and service information.

The Internet came second with 35 per cent and newspaper at 17 per cent.

Hong Kong (78 per cent), Taiwan (72 per cent), Singapore (47 per cent), Malaysia (42 per cent) and the Philippines (52 per cent) youth prefer the Internet for their product information while Thailand (54 per cent) and Indonesia (51 per cent) prefer television.

Also interesting is the fact that 75 per cent of young Indians have watched a documentary on regional television; 64 per cent have watched a music channel; 68 per cent have watched a movie (compared to 41 per cent regionally); 66 per cent have watched a children's program; and 53 per cent have watched a sports channel. Interestingly, these figures are much higher than those for rest of the region.

Also 34 per cent of India's youth aged 12 to 24 have read a current affairs / news / business magazine in the past three months (highest across the region). Entertainment / celebrities (30 per cent), IT / Technology (30 per cent), Beauty and fashion (28 per cent), sports (27 per cent) are also popular. Compared to its peers in the region, young Indians display highest incidence of movie watching -- 78 per cent and watching cricket -- 73 per cent.

Synovate India director Amit Adarkar said, "The survey provides meaningful insights into the behaviour and psyche of the up and coming young Indian. Today's young Indian is sensible, sassy and sets priorities at an early age."

"The young Indians are Internet buffs; rely on Internet not only for product/ service information, but also for news and current affairs. To top it all, the young Indian wants to use the Internet even more in the times to come," he added.

Across the region, the young Indian also has the biggest say in family expenditure. "Consumption clout is seen in categories as diverse as cars, computers, family vacations, packaged goods and entertainment. Across all these categories, the young Indian plays a deciding role in 50-75 per cent of purchases," he said.

The study revealed that the young Indian is extremely optimistic and bullish about the future, and is eagerly waiting to take his/ her own place under the sun. At the same time, the young Indian is pragmatic and strongly believes that changes in the social fabric and governance are critical towards changing the prevalent world order.

"India's marketers need to take cognisance of this emerging group of consumers that effectively balances their traditional roots with a modern day outlook," he said.

Some findings regarding brands:

Young Asians were asked to name their favourite brands - figures here show the favourite brands across the region as well as those favoured by India's youth.

Favourite Brands: Fast Food

Favourite Brands: Soft Drinks

Favourite Brands: Snacks

Favourite Brands: Mobile Phone

Favourite Brands: Sports Shoes

Favourite Brands: Sportswear

A range of questions were also asked to discern Internet usage among Young Asians. This was what was found:

• Young Asians are the true digital generation and use the Internet for everything.
• 71 per cent search for information most times they use the Internet.
• 59 per cent access email every time they use the Internet.
• 50 per cent access interactive communication every time they use the Internet, 31 per cent download entertainment and 34 per cent access interactive entertainment.
• However only 6 per cent of India youth engage in online transactions most of the time they access the Internet, compared to 9 per cent regionally.
• Virtual wooing lacks wow - only 2 per cent use the Internet for online dating in India.
• More than one third indicated that they will be spending more time on the Internet in the next twelve months compared to the previous year.
• The main Internet growth markets will be Thailand, Indonesia, Philippines and India.

The survey asked respondents who did not work full time, to provide their average monthly pocket money and their average monthly personal spending across a number of categories. It was found that the average pocket money per month across all countries is $86.32. Taiwan's youth receive the most pocket money with $121.94 while India's youth receive the least pocket money with $23.30.

The main items of personal expenditure per month include clothing ($31.27), skincare and cosmetics ($26.89). Shoes and accessories ($26.55), entertainment ($26.21) and electronics ($22.79) also rated highly in terms of monthly expenditure.

India's spend on snacks and confectionery ($23.13) and soft drinks ($23.29) far exceeds the regional average for these categories ($11.53 and $10.61 respectively).

Young Asians were also asked about their influence on the purchase decisions for a wide range of family purchases from toothpaste to television. The study revealed that consumption clout is alive and strong across the region:

• 60 per cent regionally help decide the channel watched for shared viewing.
• 82 per cent of youth influence the decisions on soft drinks and snacks.
• 77 per cent influence the decision of family visits to fast food outlets.
• 71 per cent influence the decision of family visits to shopping malls.
• Young Indians wield the most power over family expenditure in the region, with more than half having a major say in all categories of products purchased including family vacations (52 per cent), home furniture (52 per cent), the family car (52 per cent) and Groceries (soft drinks/ snacks (76 per cent); health food/ cereals/ dairy (52 per cent) Toiletries (53 per cent). Computers (57 per cent) and Selecting TV channel for shared TV (67 per cent).

About personal product ownership:

• 62 per cent own a mobile phone - 24 per cent of these have Internet access.
• 45 per cent own a desktop computer. Hong Kong (72 per cent) and Taiwan (63 per cent) have the highest desktop ownership while the Philippines (26 per cent) and India (26 per cent) lag behind.
• 23 per cent own an MP3 player. Hong Kong (55 per cent) and Singapore (30 per cent) have the highest MP3 ownership.
• 20 per cent own a TV game console.
• 19 per cent own a VCD player and 15 per cent own a DVD player.
• 17 per cent own a digital still camera.
• 5 per cent of Young Asians own a car for personal use.