TOTAL LICENSING
NICKLODEON AND MICROSOFT RESEARCH STUDY
The average Chinese young person ers, DVR/PVRs, and hand-held games have only seven online friends they
has 37 online friends he or she has consoles. haven’t met - compared to a global
never met, Indian youth are most The report found that technology has average of twenty. Japanese teens also
likely to see mobile phones as a enabled young people to have more used IM and email the least out of the
The study found that
status symbol, whilst one in three and closer friendships due to constant 16 countries surveyed.
whilst many young
UK and US teenagers say they can’t connectivity. China has lower mobile usage amongst
people have access to
live without their games console. Many of the 14-24s surveyed said that young people. The internet provides a
similar digital technolo-
Globally, the average young person the different forms of communication rare opportunity for only children to
gies, they use them in
connected to digital technology has 94 enabled them to talk about more in- communicate using social networks,
very different ways.
phone numbers in his or her mobile, timate subjects than they blogs and instant mes-
“The way each tech-
The age group and
78 people on a messenger buddy list would have otherwise saging. In stark con-
nology is adopted and
gender that claims
and 86 people in their social network- done. Over half said that trast to their Japanese
adapted throughout the
the largest number of
ing community. Yet despite their tech- they could talk about more peers, 93% of Chinese
world depends as much
friends are boys aged
nological immersion, digi-kids are not things on IM than face-to- respondents 8-14 have
on local cultural and
18-21, who have on
geeks - 59% of 8-14 year-old kids still face, 53% said that they more than one friend
social factors as on the
average 70 friends.
prefer their TV to their PCs and only could get to know people online they have never
technology itself,” said
20% of 14-24 year-old young people better, whilst around four met face to face.
Andrew Davidson, Vice
globally admitted to being ‘interested’ out of every ten said that they found Climate impacts on digital technology
President of VBS Inter-
in technology. They are, however, ex- it easier to make new friends and felt too. In countries with a strong out-
national Insight, MTV
pert multi-taskers and able less lonely as a result door culture, such as Italy, Brazil and
Networks International.
Out of all young
to filter different channels of of using the Internet. Australia, young people use mobiles
“Anyone wanting to un-
people surveyed,
information. “Friends play an ex- for arranging to meet, flirt and take
derstand kids and youth
14-17 girls spend
These are just some of the panded role in the lives pictures of their friends.
has to understand how
the least time online
findings from the largest- of young people. When Northern Europeans take a practi-
and why they differ.”
- 21 hours per week
ever global study undertaken
– whilst 22-24 males
they come home from cal approach to technology, but are,
by MTV and Nickelodeon, in
spent the most time
school, college or work, perhaps, the most immersed in it of
association with Microsoft
online - 31 hours a
socialising does not all. Out of all nationalities surveyed,
Digital Advertising Solutions,
week online.
stop as it used to, it just young Danes are most likely to say they
into how kids and young goes online. Kids and can’t live without mobiles (80%) or TVs
people interact with digital young people are now (75%), and young Dutch most likely to
technology. The Circuits of connected constantly,” say they can’t live without e-mail (85%).
Cool/Digital Playground technology said MTV Networks. Circuits of Cool/Digital Playground
and lifestyle study challenges tradi- Digital communications such as found that technology’s greatest im-
tional assumptions about their rela- IM, email, social networking sites pact has been on the depth and range
tionships with digital technology, and and mobile/sms are complemen- of friends that 14-24s have. From hav-
examines the impact of culture, age tary to, not competitive with, TV. ing an average 11 friends between the
On average, 14-24s
and gender on technology use. Kids and young people don’t love ages of 8-14, young people speedily
said they had 20
Circuits of Cool/Digital Playground the technology itself – they just acquire circles of dozens of friends in
online friends, with
used both qualitative and quantita- love how it enables them to com- their teenage years. The average 14-
Brazilians claiming
tive methodology to talk to 18,000 municate all the time, express them- 24 has an average of 53 online and
the most – 46.
“tech embracing” kids (8-14) and selves and be entertained. face-to-face friends
young people (14-24) in 16 countries: Globally, the number of
Friends influence each
Nearly 70% said the
- and communicates
UK, Germany, Holland, Italy, Sweden, friends that young males
other as much as
first thing they did
with them often
Denmark, Poland, US, Canada, Brazil, have more than doubles
marketers do.
after turning on their
Despite the plethora
computer was to
Mexico, China, India, Japan, Australia between the ages of 13-14 of new communicat-
check IM.
and New Zealand. and 14-17 – it jumps from 24 to 69. ing tools, a majority in almost every
100% of those sur-
MTV Networks and Microsoft Digi- The study found that whilst many nation expressed a preference for
veyed said they com-
tal Advertising Solutions studied 21 young people have access to meeting in person, although Japanese,
municate every time
technologies that impact on the lives similar digital technologies, they Chinese, Poles and Germans scored
they go online.
of young people: internet, email, PC, use them in very different ways. higher than others when it came to
TV, mobile, IM, cable and sat TV, DVD, For example, Japanese kids aged 8- wanting to communicate online. Only
MP3, stereo/hi-fi, digital cameras, social 14 have only one online friend they Chinese youth actually expressed a
networks, on and offline video games, haven’t met, compared to a global av- majority preference for texting over
CDs, HD TV, VHS, webcams, MP4 play- erage of 5, whilst Japanese teenagers face-to-face meetings.
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