The study targeted 18- to 24-year-old males and females living in Klang Valley, and quizzed focus groups of 10 to 12 people on a variety of lifestyle and media habits, including mobile phone and web usage, trends and views on topical issues.
Ng Tze Lian, GM/consumer insight director, MindShare Malaysia, said: "(Youth) no longer seek the latest mobile phones, although they know what the latest models are. Mobiles are less of an accessory, but more a necessity."
According to the study, mobile phone usage is on the rise, with the majority of youth choosing prepaid plans due to competitive prices available from operators such as Digi and Maxis, which are increasing their adspend in prepaid segments.
The majority of those surveyed already had web access, with most using high-speed broadband connections for chat programmes like Yahoo.
"We also found that, these days, they tend to be less 'sensitive' towards reality shows, as there seem to be too many of them on air," Ng added.
