Under 24s want to be part of media action

<p>SINGAPORE: Young people take a more active approach in absorbing </p><p>media, preferring to be part of the action through several media </p><p>channels, a new poll has found. </p><p><BR><BR> </p><p>Delving into the "secret lives" of Southeast Asia's under 24 </p><p>demographic, the study concluded that branding communication needs to </p><p>generate an invitation from the consumer to enter their world, according </p><p>to David Mayo, director of Red Card. </p><p><BR><BR> </p><p>Red Card and Research International conducted the study for brands such </p><p>as KFC, Motorola and Virgin Mobile. Respondents kept diaries and did </p><p>taped interviews at the end of each observation period. </p><p><BR><BR> </p><p>Research International managing director John Blake said the </p><p>ramifications were significant. "We are now able to measure and control </p><p>the effects of failure, which allows brands to become increasingly </p><p>experimental in their use of media." </p><p><BR><BR> </p><p>The study found technology has brought children and parents closer than </p><p>at any time in the past 50 years. "This could in turn lead to more </p><p>creativity in the forms of media as different segments of communities </p><p>are prone to message absorption at different times. Content will also be </p><p>affected by this in a creative and involving way," said Mayo. The study </p><p>also found that it was hip to be Asian, which raises the question of </p><p>whether Asian brands will capitalise on this direction. </p><p><BR><BR> </p>