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.
