Under 24s want to be part of media action

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

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