An OMD study has found that there are important attitudinal
differences among youths across Asia-Pacific, dispelling the myth that
the younger generation live fast, are eager to try new things and go to
rave parties regularly.
OMD Asia director of communications insights Peter Allen said the survey
found that some youths were more mature than others.
Groups who were timid, conservative and lacking in self-confidence were
also identified.
A single campaign targeted at this market would probably not be as
effective as previously thought, he added.
"Marketers, therefore, have to think harder so that they don't alienate
certain clusters of people within the youth market.
"It makes marketing that much more complex, but it makes for better
targeting," he told MEDIA.
The study, called 'Roar' (Right of Admission Restricted) was conducted
by AMI in Hong Kong, Singapore, China, Taiwan, Malaysia, Thailand, the
Philippines and India.
A total of 4,400 youths took part in the survey.
