AUSSIE YOUTH CONSUME MORE
Interesting read from yesterday’s Adnews.
Young Aussies are fitting 38 hours of activities into every 24-hour period thanks to multi-tasking, new research from Synovate has found.
The annual Synovate Young Asians study, which covers 11 markets across Asia Pacific and looks into youth media perceptions and consumption, has for the first time published findings on Australian youth.
The survey found that 52% of Australian youth say their internet usage has increased from the previous year, compared to 16% of respondents who reported an increase in TV watching, 17% in reading newspapers, 13% in reading magazines, 30% in playing sports and 27% in “offline†meetings with friends.
“The most common activity youth perform on the internet is using search engines, with 58% of respondents having done this in the past 30 days, and 41% have done research or searched for information on products and services,” said Brent Stewart, CEO of Synovate Australia & New Zealand.
Of the 38 hours of activities Aussie youth manage to squeeze into a day by doing several things at once, 11 are spent on some form of media, the study found.
“It’s definitely the age of partial attention, meaning marketers have to work even harder to get the message through. The great news is that young people are using a wide variety of media and spending a good part of the day doing so,” Stewart said.
Among the 15 to 24-year-old respondents, 27% said they paid 100% attention when online, while 20% of respondents said they also paid 100% attention to TV when watching it.
“When it comes to how people feel about media, it’s the internet that is most often rated an absolute necessity, with 46% of youth saying they couldn’t live without it. It’s a media channel that is firmly entrenched in their every day lives,” Stewart said.
When asked which media consumption channel gave youth the most useful information, the internet scored 58%, followed by newspapers at 11%, TV at 9% and magazines at 7%.
