Young Asians like mobile ads but hate TV ads

A survey of young Asians by global market research firm Synovate shows that the lives of Asia's youth revolve around their mobile phones. Overall personal ownership of mobiles has increased from 60 per cent in 2008 to 64 per cent in 2010. According to the survey, young Indians top the race for mobile phone ownership compared to the rest of Asia. Personal ownership of mobile phones among young Indians has increased from 28 per cent in 2008 to 37 per cent in 2010, while the average in Asia is only 18 per cent.

The survey also showed that young Indians are fatigued with TV adverts. Fifty five per cent of young Indians between 15 and 24 years would pay a higher TV subscription rate to avoid adverts (this percentage is the highest in Asia).

However, interestingly, they are of an entirely different opinion when it comes to mobile phone advertising, as 37 per cent say they won't mind receiving ads on their mobiles, or responding to such adverts as long as they are incentivised.

This percentage is the highest in the region after Vietnam (44 per cent). The Asian average is 29 per cent.
Listening to music, playing games and taking photos are just some of the activities that youth turn to their mobile phone for. About half of those surveyed perform these activities on their mobile. One in five (21 per cent) also uses this device to record video.

In India, the most popular mobile phone activities over the past seven days were listening to music (59 per cent young users listened to music on their mobiles), SMS (58 per cent), taking pictures (51 per cent), and playing games (46 per cent)."

This is a summary from a blogpost at http://youth-watch.blogspot.com/ (Study from Synovate