Trends Report

For Young Asians, The Net Dominates Media Use

Internet Time Overtakes All Other Media For Asian Young Consumers

November 26th, 2007
DG
Dia Ganguly
With contributors:
Ted Schadler , Elise Godfrey

Summary

Most consumers around the globe report that in a typical week, they spend the greatest number of hours watching television compared with other media like reading the newspaper or talking on a mobile phone. In the US, metropolitan mainland China, Hong Kong, and Japan, time spent online, for either personal or work purposes, is second. However, in metropolitan India, time spent online ranks last. Another exception is South Korea, where time spent online ranks first. Consumers there now spend a bit more time online than watching TV. In contrast, media consumption behavior by generation often tells a dramatically different story: Metropolitan Chinese and South Korean Gen Y consumers spend twice as many hours online as they do watching television.

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