MTV Asia Asian Trends

The Bulk of Asia’s Population is Under 30 % 42 38 37 36 36 34 33 33 31 30 26 24 24 24 22 20 S. re In and an Vi ia Th na Pa es K Au ng lia Ta a ilip ia ng A m a n an re si pa U S s d o na ra n st hi Ko iw ne ay In U ap Ko pi l Ja ai ki C st et do al g M on Ph Si H Median Age of Population, Years Source: MindShare Insights (CIA Fact Book)

A new generation of creative digital youth ...

rising independent spirit ” “Indies 43% of Asian Youth dream of being a performer Kid 43% want to write a book 34% want to invent a new product 33% want to compose music 28% want to produce a movie 26% want to paint There is a new generation of youth across Asia who dream of forging multiple creative paths to success - be in a band, create music on the computer, write poetry, edit a magazine column, run a blog, have a fashion label, shoot a film, and hold a photography exhibition … all this week! GENERATION RENAISSANCE SOURCE: Synovate Young Asians 2006. SOURCE: MTV Asia. Collections of Cool. 2006. © Youth 15-24 across 10 Asian countries

MTV OPEN SOURCE MTV Networks Asia LDC 2007

MTV OPEN SOURCE Sharing our research and insights with the industry

i. Globalization vs. Localization ii. Asia loving Asia (and the world loving Asia too) iii. Fragmentation: unlimited choice vs. needed aggregation iv. Digitization: new frontiers, new opportunities

globalization Going out into the world, absorbing influences The world has never been more accessible: virtually via TV and the internet, or physically because of cheaper travel. People are curious to experience the new and exotic, to absorb cultures from around the world, and to integrate this into their globally infused lifestyles. A fascination with interesting themes and concepts from other places is a very solid trend and one we expect to be around for many years. It is a trend that brands can leverage by bringing the world closer to their consumers, or their consumers closer to the world. SOURCE: Synovate Trends / MTV Asia 2006 ©

globalization Going out into the world, absorbing influences Among Youth in Asia … 44%* like music from Korea 39%* like music from the USA 58% of under 25’s 29%* like music from China listen to music from artists around the 27%* like music from Japan world 13%* like music from the UK * Youth not from the country mentioned Dramatic shifts in where Asian youth are sourcing music from - less from the West, more from in the Region Music Matters SOURCE: Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307

globalization localization vs 89% of Korean listeners like music from Korea 79% of Taiwanese listeners like music from Taiwan 78% of Chinese listeners like music from China 67% of Hong Kong listeners like music from HK 81% of Thai listeners like music from Thailand Our rule of thumb is that 80% of music preference is for local artists and language Music Matters SOURCE: Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307

localization 156 TV channels, 137 websites, 32 broadband channels, and 40 mobile TV channels 497 million households Music, popular culture, fun, community - Youth Culture In Asia: 285 million homes, 10 dedicated television channels (including syndication in China to 180 million homes), plus 8 local language websites

localization Growing national pride, Growing cultural exports As the world gets smaller, national pride is getting stronger and larger. When the rest of the world is beating down your real or virtual door to take a look inside, a Nation gains confidence, increases efforts, and sends out more cultural exports. Look at Japan over the last decade, Korea over the last few years, and the rise of China and India as cultural hotspots in the coming decade. There are huge opportunities for exporting national brands (and bands) to a curious and eager world. SOURCE: Synovate Trends / MTV Asia 2006 ©

Asia Loving Asia A fresh wave of national pride mixed with regional Asian pride Local neo-culture balancing out political and cultural influences Western-youth cultural influence diminishing Pride in local music by consumers and exporting across Asia Everyone has been riding the Korean wave, but new “waves” coming SOURCE: MTV Asia. Collections of Cool. 2006. ©

Asia Loving Asia my favorite … FIRST SECOND THIRD Jay Chou Lee Hom Wang Black Eyed Peas Singer * David Beckham Xiang Liu Sports Michael Jordan Jackie Chan Stephen Chow Andy Lau Movie * Among 15-24 only SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries SOURCE: MTV Asia. Collections of Cool. 2006. ©

China Loving China my favorite … SINGER ACTOR SPORTS Jay Chou Jackie Chan David Beckham 1 Lee Hom Wang Stephen Chow Xiang Liu 2 Andy Lau Andy Lau Yao Ming 3 Faye Wong Tony Leung Michael Jordon 4 Ronaldinho Stefanie Sun Maggie Cheung 5 SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries SOURCE: MTV Asia. Collections of Cool. 2006. ©

fragmentation The splintering of popular culture Sub-sub genres of music, niche media, cut and paste fashion, multiple youth tribes, international film, an explosion of the arts … The media can’t keep up with the splintering and fusing of pop culture, and the globalization / localization of it. Consumers are reaching out everywhere for everything: it’s an information and ideas explosion. Brands need to act as guides thru the options, as curators of worthy content, and as ambassadors of new ways to do things. SOURCE: Synovate Trends / MTV Asia 2006 ©

fragmentation The splintering of popular culture my favorite singer ... FIRST SECOND THIRD Eason Chan 8% Janice 7% Justin Lo 7% Hong Kong Black Eyed Peas 12% Jay Chou 7% JJ Lin 6% Singapore Jolin Tsai 9% Jay Chou 9% 5566 8% Taiwan Black Eyed Peas 9% Jay Chou 6% Linkin Park 5% Malaysia Potato 16% Clash 11% Big Ass 5% Thailand Samsons 18% Peter Pan 17% Agnes Monica 12% Indonesia MYMP 14% Kamikaze 11% Kitchie Nadal 7% Philippines SG Wannabe 11% Rain 8% South Korea Dong Bang Shin Ki 9% Jay Chou 14% JJ Lin 5% Andy Lau 5% China Abhijit Sawant 15% Sonu Nigam 12% India Himesh Reshimiya 23% SOURCE: Synovate Young Asians 2006 Youth 8-24 across 10 Asian countries

digitization Two degrees of separation and LOVING IT Broadband, Bit Torrent, P2P. MP3, 3G, Bluetooth, M-TV. HDTV, PVR, IPTV. YouTube, Blogging, MySpace SOURCE: Synovate Trends / MTV Asia 2006 ©

Digital Culture

10 Key Traits of the Digital Generation 1. They don’t notice the ‘technology’ around them 2. They have more tools to help them through adolescence 3. Males chat more than in the past - catching up with females 4. Their desire for connection drives most digital behaviour 5. Much of their surfing is random and unstructured 6. More watching than creating content 7. Their friendships are deeper and more meaningful 8. Media has become social currency - if it isn’t worth sending on, is it worth anything at all? 9. Parents pro-technology for safety and success reasons – but are being circumvented 10. They can access everything (music, friends, info, entertainment) SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)

Digital Youth … Many similarities around the world To some extent kids are becoming more similar the world over …. – Exposed to the same media – Internet content is truly global – They worry about the same things • School, career, friends, family • Being popular, being accepted, discovering who they are And, it is true to say that they are all ‘using’ the same technological devices BUT DIFFERENCES DO EXIST SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)

China Japan We assume Japanese teenagers are at the forefront Chinese youth the most interested and engaged by technology, by a long way of tech adoption – yet, actually are the most bored by it Culturally- a symbol of progress / becoming more western Reality: Extreme pressure to perform academically - Emotionally- really getting the most out of what is now little time to do anything other than go to school available SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)

digitization Youth across Asia forming deep relationships on local (language) community sites www.mixi.co.jp www.she.com www.cyworld.nate.com www.wretch.com www.baidu.com 10% of Asian Youth went to MySpace in the past month ... SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries

The “1% Rule”: Usage research on sites like YouTube and Wikipedia show that 1% or less of all site users are uploading content, 10% or less are interactively posting comments, and 90% are happy just to watch and be entertained. User generated content: not everyone is uploading, despite popular opinion. And doesn’t this trend sound like television anyway?

digitization What Media / Medium Trends will be hot in 2007? 1. Expert Filtering - in this age of content, people like “top 10’s” and other tools to cut-thru the clutter. e.g. www.musicrecommenders.com NOKIA 2. Remix Apps - customization goes digital. Remix tools to mash up songs, videos and game environments. e.g. www.thirststudios.com HEINEKEN 3. Three Screens - consumers in high-speed digital markets say they want consistent content and community interaction across screens - with little compromise on quality. e.g. MTV Flux MTV FLUX With content delivered as it happens …

Three Screen Delivery

Three Screen Delivery ASIA CHINA 94% 95% TV in the Home 35% 53% My own TV 78% 85% PC at Home 73% 87% Broadband Access 76% 72% My own Mobile 43% 49% Net Enabled SOURCE: Synovate Young Asians 2006. NOTE: This is an urban middle upper class sample Youth 15-24 across 10 Asian countries

Multi-tasking and Loving it 38 Hour Day SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries

Multi-tasking and Loving it 180 160 140 120 100 80 School 60 Sleep Net 40 20 TV 0 0600- 0700- 0800- 0900- 1000- 1100- 1200- 1300- 1400- 1500- 1600- 1700- 1800- 1900- 2000- 2100- 2200- 2300- 0000- 0100- 0200- 0300- 0400- 0500- 0700 0800 0900 1000 1100 1200 1300 1400 1500 1600 1700 1800 1900 2000 2100 2200 2300 2400 0100 0200 0300 0400 0500 0600 Watching TV Reading newspaper Reading magazine Listening to radio Listening to music On the Internet Attending school/class Extra-curricular activities/classes Studying Eating/drinking Video/electronic games Playing Organised sports Shopping Other entertainment Housework/chores Sleeping Traveling Working ASIA YOUTH DIARY - WEEKDAYS SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries

Youth across Asia are more likely to be glued to a screen …

Hours 12 1.2 1.0 0.9 10 0.6 0.7 0.8 0.9 0.8 3.8 0.9 1.9 8 3.9 Radio 4.7 0.8 4.3 3.0 3.0 4.2 0.6 0.7 0.8 0.4 3.3 Internet 0.9 6 0.9 0.8 0.5 0.7 0.8 0.6 0.5 0.4 Magazines 0.4 0.6 0.4 0.7 0.9 0.7 0.9 0.6 0.9 0.7 0.6 Newspaper 4 0.9 6.2 TV 5.4 4.8 4.3 4.3 4.3 4.2 4.1 2 3.8 3.8 3.2 0 ASIA HK SNG TW MY TH INDO PH KOR CH IND Total time spent 9.4 10.7 9.0 10.8 9.6 12.0 7.6 9.9 10.0 9.9 7.1 Time Spent on Each Medium per Day While TV remains the primary medium, the NET is taking over in several markets. And the lines are blurring with TV via the NET. SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries

Youth Culture

Consuming Music remains a popular pastime, but the ways to enjoy Music are changing rapidly …

Music Matters 85% of North Asians under 25 own an MP3 player --- for 43% it’s their main music device Among those with an MP3 player, 61% are listening to more music as a result Music Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307 Matters

digitization Asian youth believe that the future is digital “all my music will be 43% digital in five years time” 37% “my music will be digital and CDs in five years time” 17% “my music will be mainly CDs in five years time” Music Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307 Matters

digitization Single multi-purpose device via mobile is preferred. 10% claim their phone as their main music device 38% think their mobile will become their main music device in the future, and 20% are in the midst of replacing MP3 with phone as main music device Music Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307 Matters

digitization Kids are ripping and burning, but not paying 81% of them have ever downloaded music from the Internet 67% have downloaded music in the past month, though only 27% have paid for it 37% have bought a CD in a store in the past month, versus 7% who bought a CD online in the period – people are ripping and burning Music Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307 Matters

digitization Kids are ripping and burning, but not paying DONE IN THE PAST MONTH Played music on my computer 82% Played music on an MP3 player 75% Downloaded music from the net 67% Bought music from a shop 37% Downloaded a ring tone 40% Downloaded a song to my phone 37% Burned music to a CD 23% Purchased music online 27% Ripped music from a CD 22% Music Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307 Matters

digitization Kids are ripping and burning, but not paying DONE IN THE PAST MONTH Borrowed a CD to rip 21% Purchased a pirate CD 12% Downloaded a song illegally 23% Used file sharing software to get music for free 28% None of the above officer 42% Music Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307 Matters

Making Change

digitization Looking to the Industry for help and guidance “the music industry could do more to 60% protect the intellectual property of artists” MUSIC “the music industry should be working with 76% the telecoms companies to deliver music via mobile phone” “the music industry could do more to help 88% me get digital music” TECHNOLOGY Music Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307 Matters

Digital Culture

The truth about being young … SCHOOL ESCAPE VS. Nothing has changed: young people are stressed by the pressures of school (or work), versus the desire to escape AND HAVE FUN …

don’t stop thinking about tomorrow “The mainstream’s embrace of retro has become complete … the next arrivals will take their inspiration from new sources and perspectives. The modern Asian frontier will provide not just a destination, but solutions to problems … and new materials in building and design. It’s time to stop watching the news in favor of making the new – part of being able to anticipate the future is a forward looking approach.” Susan Corrigan. i-D. 2006

The end ...

music matters ian.stewart@mtv-asia.com

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MTV Asia Asian Trends

by Ian Stewart

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