Indiantelevision.com > Media, Advertising & Marketing Watch > US youth consume more TV than in China, Hong Kong: Study

Indiantelevision.com's Media, Advertising, Marketing Watch

US youth consume more TV than in China, Hong Kong: Study

Indiantelevision.com Team

(24 December 2007 6:00 pm)

MUMBAI: Harris Interactive has completed its first ever 2007 United States/China YouthPulse Comparison and 2007 Shanghai/Hong Kong Comparison YouthPulse studies.

The new report highlights key insights into how technology affects the lives of today’s youth in three geographic locations - Shanghai, Hong Kong and the U.S. It also provides information with regard to their shopping behaviours, spending habits, social lives, preferences and activities.

Distinct differences were found among youth from one metro city in China to the next. When these data were compared to the US YouthPulse findings, it became increasingly evident that marketing to these groups requires a sophisticated understanding of the disparities among youth, prompting adjustments to campaigns in order to optimise brand acceptance and loyalty among target youth, on a global scale over time.

Media and Technology Usage : The report suggests that youth in all three locations share many common interests. For example, nearly all Shanghai (94 per cent) and Hong Kong (91 per cent) 15-21-year olds say they spent time instant messaging yesterday, while only six in ten (59 per cent) US 15-21-year olds did the same.

Playing massively multi-player online games (MMOs) is more popular among Chinese than U.S. teens and young adults, with 6 in 10 (nearly 64 per cent) Shanghai and nearly half (46 per cent) of Hong Kong 15-21-year olds spending time playing these games. Only two in ten (22 per cent) US teens and young adults the same age do the same.

Television also has some role in the lives of youth. Ultimately television is a staple in the lives of American youth, but what is surprising is the amount of television that US teens and young adults are watching compared to youth in Shanghai and Hong Kong.

More than two-thirds (68 per cent ) of US 15-21-year olds say they watched television, compared to 19 per cent of Hong Kong teens and young adults, and only 15 per cent of Shanghai youth. On the other hand, Shanghai and Hong Kong youth are more reliant on print media than US youth.

Harris Interactive Asia executive director Anthony Venus says, " Eighty-one per cent of Shanghai and 65 per cent of Hong Kong 15-21-year olds read a magazine, compared to only two in ten US youth. These findings offer significant insights into how youth preferences can impact related media mix and placement strategies to most effectively reach and influence purchasing behaviours among these groups."

Money is most important for U.S. teens and young adults when it comes to their professional futures like getting a good education (60 per cent), choosing a job (48 per cent), and feeling secure (46 per cent). Shanghai and Hong Kong youth value money most for personal and social reasons like finding a spouse (46 per cent Shanghai, 33 per cent Hong Kong), making friends (32 per cent Shanghai, 35 per cent Hong Kong) and looking good (28 per cent Shanghai, 37 per cent Hong Kong).

Becoming a millionaire tops the list of aspirational goals that 15-21-year olds in all three countries strive for, especially U.S. teens and young adults (56 per cent US, 28 per cent Shanghai, 39 per cent Hong Kong). Other top aspirations for U.S. youth include curing a disease (45 per cent), or starting a big company (33 per cent). Shanghai youth also aspire to become a famous writer (24 per cent), or to win a Nobel Prize (24 per cent). Besides becoming a millionaire, Hong Kong youth hope to start a big company (36 per cent), or become a famous musician/singer (32 per cent).

Not having enough money tops the list of on-going fears for youth in all three countries (60 per cent US, 36 per cent Shanghai, 59 per cent Hong Kong). Other fears of US youth revolve around getting good grades (56 per cent) and entering an expensive college (44 per cent). Shanghai youth are also concerned about drugs and alcohol (36 per cent) and not being able to have kids (26 per cent), while Hong Kong youth are worried about their appearance - looking good (39 per cent) and being overweight (35 per cent).

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