An insightful study from Microsoft Advertising and MTV reveals the relationships that digital youth around the world have with technology.
The generation between the ages of 10 and 20 views technologies such as the Internet, IM and mobile phones as a part of their daily life. They recognize that these technologies enable them to have an easier, better life, with access to different experiences via shared content, interaction with friends, and instant, free access to information and services.
The research also identifies varying attitudes towards technology among different age groups as well as differences in how technology is used across countries.
Technology a part of life
The qualitative study included focus groups, home visits, diaries and discussions in eight countries across Asia, Europe and Latin America, including China, India and Japan. In total, the research drew on the experiences of 230 respondents aged between 10 and 20 and was conducted in August 2006 by Sadek Wynberg Millward Brown.
Responses of these digital youth reveal a generation that has so completely integrated digital media into their lives that they find it odd to talk about the Internet, mobiles, IM, TV and MP3 players as “technology” – they are simply “things” or “stuff”.
However, rather than losing themselves in extended “virtual” social networks or absorbing online “content”, teenagers see digital channels almost wholly as a communication channel: deepening existing friendships, flirting and exploring their growing identities.
In almost all countries, digital communication is used to enhance and deepen existing relationships. Meeting strangers online is of little interest, and most teens identify it as something their divorced parents would do.
Age makes a difference
For respondents aged 10-13, technology is still really another “toy” to be played with and put down when bored. The survey reveals that technology is truly adopted when it serves a role beyond entertainment, and this peaks at adolescence (14-16 years).
Many of the adolescent experiences and needs expressed by today's digital youth are the same as those of previous generations, with self discovery and connecting with friends critical activities. However, today's adolescent youths are engaging with friends constantly and technology – in particular IM and mobiles – is enabling this constant engagement. This capability appears to explain why such technologies are so popular for this group.
In particular, instant messaging plays a crucial role in offering today's adolescents an everyday outlet for self expression, discovery and friendship forming… in a way that is private from their parents. By the age of 17-20, the fervent use of technologies to constantly connect have calmed down.
Gender neutral
The survey discovers that usage of technology between the genders is consistent. However, when describing “technology”, girls tend to focus on the more human aspect, and how it facilitates connection to others, while boys are much more likely to focus on the gadgets themselves.
Asian countries have own characters
In Japan,respondents express a limited interest in technology. Youths' major concern is the high academic pressure they face, followed by after school activities. The country's small living spaces limit homes to just one PC, perhaps helping to explain why mobile phones rank as the key device for digital youth in Japan.
Respondents in China tend to be excited by what is on offer from technology. On a cultural level, they see technology as a symbol of progress, while emotionally, they are concerned with getting the most out of technology. Consistent with worldwide findings, China's youth view IM, blogging and online personas as key in enabling freer expression and connecting with friends.
Technology is very much viewed as a status symbol in India. Usage there is associated more as a sign of social mobility than social change, although IM and mobiles are heavily used to have conversations that parents cannot control. Ironically, parents tend to encourage technology use in their children.
Insights for advertisers
The conclusion of the Microsoft/MTV research confirms that today's 10-20 year olds approach and use technology differently from older consumers. The Internet has become part of their daily life, and usage patterns differ as they grow. For advertisers, it is important to know how these young consumers engage with peers and other people via different technologies. To better understand how to connect with this generation, please contact your
local Sales Representative.
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