OMD survey dispels myths about youths

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