Young asians media use passes nine hours a day

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Young asians media use passes nine hours a day

  1. 1. Young Asians media use passes nine hours a day<br />SINGAPORE: Young people in Asia Pacific spend an average of over nine hours a day consuming various forms of media, with South Korea, Hong Kong and Singapore among the countries where this total reaches a peak, according to figures from Synovate, the market research firm.<br />Asia Pacific is home to some of the most advanced digital markets in the world, and is thus argued to represent a sizeable opportunity for marketers looking to target consumers via interactive media.<br />Synovate's survey of 13,256 people aged between 8 and 24 years old in 12 countries in the Asia Pacific region – including China, Japan and Australia – found that 25% of respondents said they "couldn't live without" the internet.<br />Some 35% of participants also argued they used the internet more in 2008 than the previous 12 months, while 23% stated they watched television for longer, and 29% agreed that they planned their time around their favourite TV shows.<br />By contrast, a total of 64% of those surveyed thought they had dedicated the same amount of time reading newspapers and magazines as in 2007.<br />Young people in South Korea spend some 13.7 hours a day engaged in activities such as surfing the web, watching TV shows, reading newspapers and magazines and listening to the radio.<br />This figure fell to 12.7 hours in Hong Kong, and 12.6 hours in Singapore, where 35% of 8–24 year olds regularly write blogs, and 34% frequently read and comment on other people's blog posts.<br />Over half of this age group surveyed in the country also regularly update their social network profile pages and look at the profiles of other web users.<br />Data sourced from Brand Republic (Asia); additional content by WARC staff, 26 March 2009<br />Print | Email | Add to Folder<br />

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