While internet usage among the respondents is high in both cities, TV retains a strong role because of the entertainment stars that are often seen as role models.
“An integrated approach is essential when targeting Chinese youths,” said MarketShare director Anthony Venus.
“An integrated approach is essential when targeting Chinese youths,” said MarketShare director Anthony Venus.
“Perhaps what is most interesting is the variety of media that they access. Chinese youths still actually read newspapers and magazines, in contrast to their US counterparts.”
Notably, internet usage, including blogging, shopping and audio-visual entertainment is very high in both cities, especially so in Shanghai.
The survey shows that Shanghai youths experiment more readily with new technology, and widely enjoy online gaming. Video games and portable gaming are much more popular in Hong Kong.
In both cities, mobile phone and SMS/MMS usage remains extremely high.
