6. Media Habits
% of respondents 15-24 y.o.
Movies
Music
Internet
TV
1000-1100
1100-1200
0600-0700
0700-0800
0800-0900
0900-1000
1200-1300
1300-1400
1400-1500
1500-1600
1600-1700
1700-1800
1800-1900
1900-2000
2000-2100
2100-2200
2200-2300
2300-2400
0000-0100
0100-0200
0200-0300
0300-0400
0400-0500
0500-0600
Watching DVDs, etc
Listening to Music
On PC/Internet
Listening to Radio
Reading Magazines
Reading Newspaper Source: Young Asians 2007, 15-24 years old
Watching TV Universe / Sample: 10.87m / 7,130
11. hot
Spending time online +56%
Listening to music +53%
Using my mobile +49%
Sending emails +41%
Social networks +37%
not
Spending $$$ on music -36%
Watching television -46%
Playing console games -50%
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
(% Doing More, Doing Less than Past Year)
22. 53 Friends
(the average number of friends youth have)
35 38 47 50 50 72 81 91
Online Friends
Friends, not close
Close Friends
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
29. t
en S
t R .0
n E 2
o T B
c T E posting
A W hosting
M
sharing
buildING
friendship communities
online
30. digital youth
79 IM buddies
70 numbers on mobile
70 friends in social networks
9 regular websites
3 social networking sites
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
31. Regular Sites
(average number of sites regularly visited)
%
Fewer sites, more time spent on each
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
32. 1/3 of sites regularly
visited are social
networks
33. social networks
(visit social network sites weekly)
%
Is everyone doing it?
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
41. Social Networking will play the most
important role in the online habits of
young people in 2008 and beyond.
Youth don’t
need another
website.
They need content and applications
delivered to them, to make their digital
space their own.
44. “A Newsweek article famously asked if 2007
would be the ‘Year of the Widget’, but 2008
will be the year this question gets answered”
eMarketer 2008
45. Players Properties Platforms
Clear Content Rights Stream off MTV sites
Build Widget TVC Pre-roll Stream onto Client site
Branded Skins Send to Social Networks
48. “I don’t mind ads because they help to pay
for TV shows & websites”
100%
80%
73%
68% 68%
59% 61%
60% 57% 56% 55% 56% 57%
52% 52%
41% 40% 41%
40% 37%
20%
0%
K
d
ly
SA
y
a
na
lia
d
l
d
o
a
n
k
en
zi
an
di
n
n
U
ad
an
ar
ic
pa
Ita
ra
a
la
hi
la
ed
U
In
ex
m
m
tr
an
al
Ja
ol
B
C
Po
us
Sw
en
er
M
Ze
H
C
G
A
D
ew
N
SOURCE: MTV Circuits of Cool. 16 Country Qualitative & Quantitative. 2007
49. “90 percent of gamers are
willing to watch video ads in
exchange for free gameplay”
Real Networks 2008
55. People want to control their online experience
Social Networks will continue to grow
These online communities are aggregating
And also fragmenting around interests
They are like “Walled Gardens”
Content will increasingly be spread virally within