20 September 2007

Global study about youth and technology

(Multichannel News)
When it comes to influencing young people, friends are often the best brand marketers. That’s one of the key takeaways from a new global study about youth and technology called "The Circuits of Cool/Digital Playground" from MTV, Nickelodeon and Microsoft, which used both qualitative and quantitative methodology to talk to 18,000 kids (8-14) and young people (14-24) in 16 countries: the United Kingdom, Germany, the Netherlands, Italy, Sweden, Denmark, Poland, the United States, Canada, Brazil, Mexico, China, India, Japan, Australia and New Zealand. In the study, MTV Networks and Microsoft Digital Advertising Solutions studied 21 technologies that impact on the lives of young people: Internet, e-mail, PC, TV, mobile, instant messaging, cable and satellite TV, DVD, MP3, stereo/hi-fi, digital cameras, social networks, on and offline video games, CDs, HDTV, VHS, webcams, MP4 players, digital-video recorders/personal video recorders and hand-held game consoles. See also Teens establish ‘community’ generation (FT).