The agency's 3D study found that Asian youth were heavy consumers of all types of media - from the traditional to newer options using the internet, mobile and SMS.
While this was expected for the more advanced Singapore and Malaysian economies where mobile telephone penetration ranges from 54 to 89 per cent, it had not been anticipated for less-developed markets such as Vietnam.
The latter boasts a seven to 11 per cent mobile phone penetration, but SMS is catching on.
MindShare regional research director Annette Nazaroff attributed the commonality to Asia having a social, dynamic and technologically-aware youth population. "Advertisers need to think about this when trying to reach them. For developing economies like Vietnam, they will have to start moving beyond the traditional media and encompass all forms of media to achieve long-term, brand-building goals."
However, the study found that consumption levels of the different media varied from market to market. Singaporean youths had a more mobile lifestyle making outdoor and mobile platforms the choice medium. This was the same in Malaysia. Vietnamese youth also enjoyed going out mainly to internet cafes, underlining the still low cyber penetration rates. In Indonesia, radio complemented outdoor activities.
Nazaroff said it was a matter for advertisers to determine the best mix for each market.