The research company surveyed more than 7,000 youths aged eight to 24 across eight markets in the Asia-Pacific region for the MTV-sponsored 'Young Asians' survey, focusing on habits, interests and aspirations.
In the 'Favourite brand - mobile phone' category, Nokia emerged as the clear winner, with 59 per cent of respondents choosing the brand. Competitors Sony Ericsson and Samsung were well behind at eight per cent and six per cent respectively.
In the 'Favourite brand - mobile phone' category, Nokia emerged as the clear winner, with 59 per cent of respondents choosing the brand. Competitors Sony Ericsson and Samsung were well behind at eight per cent and six per cent respectively.
In the 'Fastfood' sector McDonald's took the number one spot with 36 per cent, followed by KFC (17 per cent) and Pizza Hut (five per cent). Coke was a clear winner in the 'Soft-drink' category, while Sony and IBM held the upper hand when it came to technology.
"The main reason we went along this route is that this region lacks a study of the younger Asian segment," said Prashun Dutt, vice-president of research and consumer insights at MTV.
"It throws up a lot of opportunities (for brands), and it throws up that McDonald's is not just a brand for 10 or 12 year olds, but also for a lot of older kids," he said.
The survey was conducted via online questionnaires on Yahoo and MSN portals for those with internet access, while face-to-face interviews were conducted with younger children. "We unashamedly used the internet for kids aged 12, up to young adults aged 24," said Steve Garton, director of media research Synovate Asia-Pacific.
"The reason is that these people are most likely to be connected, alert to trends, and it's often trends and the early trendsetters who are of greater interest," he said.
Garton added the survey also found that youths preferred the visual 'screen' medium. Fifty per cent of youth surveyed nominated the internet as being the most helpful medium for product and service information, followed by television (32 per cent) and newspapers (10 per cent), lending credence, according to Garton, to the theory that youths have become disconnected from the print medium.
The survey also looked at the effect of 'pester power', finding that kids have a say over the choice of pay-TV and channels watched.