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Synovate Reveals Ambitious, Switched-On Young Asians
Today's young Asian is 'consumption-crazy, aspirational, and driven' according to a new survey from Synovate, which looks at the spending habits, media consumption, favourite brands and aspirations of Asians aged eight to 24.
The study, conducted in conjunction with MSN, MTV and Yahoo!, found that while young Asians start off wanting to be doctors, by the time they hit 15, the desire for money develops and their career of choice becomes a business owner.
When asked what change they would like to make to the world, just 18% of young Asians voted for world peace and only 16% wanted to change social problems like drugs. Less altruistically, 15% named 'themselves' as the one thing they would change - wanting to be more popular, better looking, or simply famous.
A secure job is the number one concern about growing up for 19% of young Asians, while 16% worry about being financially stable. For now, though, they have a hefty consumption clout: eight in ten respondents influence their family's shopping for soft drinks and snacks, and three quarters influence family fast food purchases.
The Internet and digital technology are fundamental to young Asian lives. 62% have their own mobile phone, 45% have a desktop computer, and 23% have an MP3 player. Half of 12- to 24-years-olds named the Internet as the most helpful medium for product and service information - more than those who mentioned TV (32%) or newspapers (10%).
'To talk to today's youth, you need to communicate with them interactively rather than use pure advertisements,' according to Ivy Wong, Head of Sales at Yahoo! 'Internet portals provide a comprehensive tool for reaching the young Asian audience, ensuring messages are heard and responded to.'
The study includes a segment of young Asians with high household incomes, which can be linked with the Synovate PAX study of affluent Asian adults. According to Steve Garton, Synovate's Director of Media Research Asia Pacific: 'This provides the region's first seamless picture of high-end consumption and product ownership from youth through to adulthood.'
The company's home page is at www.synovate.com
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