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Microsoft, MTV to conduct global technology study
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. |
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
