Download - MTV Asia Asian Trends
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The Bulk ofAsia’s
Population isUnder 30
Median Age of Population, Years
Source: MindShare Insights (CIA Fact Book)
%
“Indie”Kids
rising independent spirit
43% of Asian Youth dream of being a performer
43% want to write a book
34% want to invent a new product
33% want to compose music
28% want to produce a movie
26% want to paint
There is a new generation of youth across Asia who dream of forging multiple
creative paths to success - be in a band, create music on the computer, write
poetry, edit a magazine column, run a blog, have a fashion label, shoot a film, and
hold a photography exhibition … all this week! GENERATION RENAISSANCE
SOURCE: MTV Asia. Collections of Cool. 2006. ©SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries
i. Globalization vs. Localization
ii. Asia loving Asia (and the world loving Asia too)
iii. Fragmentation: unlimited choice vs. needed aggregation
iv. Digitization: new frontiers, new opportunities
globalizationGoing out into the world, absorbing influences
SOURCE: Synovate Trends / MTV Asia 2006 ©
The world has never been more accessible: virtually via TV and the internet, or physically
because of cheaper travel.
People are curious to experience the new and exotic, to absorb cultures from around the world, and to
integrate this into their globally infused lifestyles. A fascination with interesting themes and concepts
from other places is a very solid trend and one we expect to be around for many years.
It is a trend that brands can leverage by bringing the world closer to their consumers, or their
consumers closer to the world.
SOURCE: Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
globalizationGoing out into the world, absorbing influences
58% of under 25’s
listen to music from
artists around the
world
39%* like music from the USA
13%* like music from the UK
27%* like music from Japan
44%* like music from Korea
29%* like music from China
Among Youth in Asia …
* Youth not from the country mentioned
Dramatic shifts in where Asian youth are sourcing music from - less from the West, more from in the Region
SOURCE: Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
globalization vs localization
78% of Chinese listeners like music from China
67% of Hong Kong listeners like music from HK
79% of Taiwanese listeners like music from Taiwan
89% of Korean listeners like music from Korea
81% of Thai listeners like music from Thailand
Our rule of thumb is that 80% of music
preference is for local artists and language
localization156 TV channels, 137 websites, 32 broadband channels, and 40 mobile TV channels
497 million households
Music, popular culture, fun, community - Youth Culture
In Asia: 285 million homes, 10 dedicated television channels (including syndication in China to 180 million homes), plus 8 local language websites
SOURCE: Synovate Trends / MTV Asia 2006 ©
localizationGrowing national pride, Growing cultural exports
As the world gets smaller, national pride is getting stronger and larger.
When the rest of the world is beating down your real or virtual door to take a look inside, a Nation gains
confidence, increases efforts, and sends out more cultural exports. Look at Japan over the last decade, Korea
over the last few years, and the rise of China and India as cultural hotspots in the coming decade. There are
huge opportunities for exporting national brands (and bands) to a curious and eager world.
Asia Loving Asia
SOURCE: MTV Asia. Collections of Cool. 2006. ©
A fresh wave of national pride mixed with regional Asian pride
Local neo-culture balancing out political and cultural influences
Western-youth cultural influence diminishing
Pride in local music by consumers and exporting across Asia
Everyone has been riding the Korean wave, but new “waves” coming
Asia Loving Asia
SOURCE: MTV Asia. Collections of Cool. 2006. ©
Andy LauStephen ChowJackie ChanMovie
Xiang LiuMichael JordanDavid BeckhamSports
Black Eyed PeasLee Hom WangJay ChouSinger *
THIRDSECONDFIRST
* Among 15-24 only
my favorite …
SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries
China Loving China
SOURCE: MTV Asia. Collections of Cool. 2006. ©
my favorite …
SINGER ACTOR SPORTS
1 Jay Chou Jackie Chan David Beckham
2 Lee Hom Wang Stephen Chow Xiang Liu
3 Andy Lau Andy Lau Yao Ming
4 Faye Wong Tony Leung Michael Jordon
5 Stefanie Sun Maggie Cheung Ronaldinho
SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries
SOURCE: Synovate Trends / MTV Asia 2006 ©
fragmentationThe splintering of popular culture
Sub-sub genres of music, niche media, cut and paste fashion, multiple youth tribes, international film, an
explosion of the arts …
The media can’t keep up with the splintering and fusing of pop culture, and the globalization / localization of
it. Consumers are reaching out everywhere for everything: it’s an information and ideas explosion.
Brands need to act as guides thru the options, as curators of worthy content, and as ambassadors
of new ways to do things.
SOURCE: Synovate Young Asians 2006
Youth 8-24 across 10 Asian countries
FIRST SECOND THIRD
Hong Kong Eason Chan 8% Janice 7% Justin Lo 7%
Singapore Black Eyed Peas 12% Jay Chou 7% JJ Lin 6%
Taiwan Jolin Tsai 9% Jay Chou 9% 5566 8%
Malaysia Black Eyed Peas 9% Jay Chou 6% Linkin Park 5%
Thailand Potato 16% Clash 11% Big Ass 5%
Indonesia Samsons 18% Peter Pan 17% Agnes Monica 12%
Philippines MYMP 14% Kamikaze 11% Kitchie Nadal 7%
South Korea SG Wannabe 11% Dong Bang Shin Ki 9% Rain 8%
China Jay Chou 14% JJ Lin 5% Andy Lau 5%
India Himesh Reshimiya 23% Abhijit Sawant 15% Sonu Nigam 12%
my favorite singer ...
fragmentationThe splintering of popular culture
SOURCE: Synovate Trends / MTV Asia 2006 ©
digitizationTwo degrees of separation
and LOVING IT
Broadband, Bit Torrent, P2P. MP3, 3G, Bluetooth, M-TV. HDTV, PVR, IPTV. YouTube, Blogging, MySpace
SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)
10 Key Traits of the Digital Generation
1. They don’t notice the ‘technology’ around them
2. They have more tools to help them through adolescence
3. Males chat more than in the past - catching up with females
4. Their desire for connection drives most digital behaviour
5. Much of their surfing is random and unstructured
6. More watching than creating content
7. Their friendships are deeper and more meaningful
8. Media has become social currency - if it isn’t worth sending on, is it worth anything at all?
9. Parents pro-technology for safety and success reasons – but are being circumvented
10. They can access everything (music, friends, info, entertainment)
To some extent kids are becoming more
similar the world over ….
– Exposed to the same media
– Internet content is truly global
– They worry about the same things
• School, career, friends, family
• Being popular, being accepted,
discovering who they are
And, it is true to say that they are all ‘using’ the
same technological devices
BUT DIFFERENCES DO EXIST
Digital Youth … Many similaritiesaround the world
SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)
SOURCE: MTV Circuits of Cool 2006 © (8 Country Qualitative)
JapanChina
Chinese youth the most interested and engaged by technology, by a long way
Culturally- a symbol of progress / becoming more western Emotionally- really getting the most out of what is now available
We assume Japanese teenagers are at the forefront
of tech adoption – yet, actually are the most bored
by it
Reality: Extreme pressure to perform academically -
little time to do anything other than go to school
digitizationYouth across Asia forming deep relationships
on local (language) community sites
www.baidu.comwww.wretch.comwww.cyworld.nate.comwww.she.com www.mixi.co.jp
10% of Asian Youth went to MySpace in the past month ...
SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries
The “1% Rule”: Usage research on sites like YouTube and Wikipedia show
that 1% or less of all site users are uploading content, 10% or less are
interactively posting comments, and 90% are happy just to watch and be
entertained.
User generated content: not everyone is uploading, despite popular opinion.
And doesn’t this trend sound like television anyway?
What Media / Medium Trends will be hot in 2007?
digitization
1. Expert Filtering - in this age of content, people like “top 10’s” and other tools to cut-thru the clutter. e.g. www.musicrecommenders.com
2. Remix Apps - customization goes digital. Remix tools to mash up songs, videos and game environments. e.g. www.thirststudios.com
3. Three Screens - consumers in high-speed digital markets say they want consistent content and community interaction across screens - with little compromise on quality. e.g. MTV Flux
NOKIA
HEINEKEN
MTV FLUX
With content delivered as it happens …
Three Screen Delivery
TV in the Home
My own TV
PC at Home
Broadband Access
My own Mobile
Net Enabled
ASIA CHINA
94%
35%
78%
73%
76%
43%
95%
53%
85%
87%
72%
49%
SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries NOTE: This is an urban middle upper class sample
38 Hour Day
Multi-tasking and Loving it
SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries
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Watching TV Reading newspaper Reading magazineListening to radio Listening to music On the Internet
Attending school/class Extra-curricular activities/classes StudyingEating/drinking Video/electronic games PlayingOrganised sports Shopping Other entertainmentHousework/chores Sleeping Traveling
Working
Multi-tasking and Loving it
SchoolSleep
ASIA YOUTH DIARY - WEEKDAYS
TV
Net
SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries
4.33.8 3.8 4.2 4.3
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7.19.910.09.97.612.09.610.89.010.79.4
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Hours
While TV remains the primary medium, the NET is taking over in several markets. And the lines are blurring with TV via the NET.
Time Spent on Each Medium per Day
SOURCE: Synovate Young Asians 2006. Youth 15-24 across 10 Asian countries
85% of North Asians under 25 own an MP3
player --- for 43% it’s their main music device
Among those with an MP3 player, 61% are
listening to more music as a result
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
Music Matters
43%“all my music will be
digital in five years
time”
“my music will be digital and
CDs in five years time”
“my music will be mainly CDs
in five years time”
37%
17%
digitizationAsian youth believe that the future is digital
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
38% think their mobile will become their
main music device in the future, and
20% are in the midst of replacing MP3
with phone as main music device
10% claim their phone as their
main music device
digitizationSingle multi-purpose device via mobile is preferred.
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
digitizationKids are ripping and burning, but not paying
81% of them have ever downloaded music from the Internet
67% have downloaded music in the past month, though only 27% have paid for it
37% have bought a CD in a store in the past month, versus 7% who bought a CD
online in the period – people are ripping and burning
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
digitizationKids are ripping and burning, but not paying
DONE IN THE PAST MONTH
Played music on my computer 82%
Played music on an MP3 player 75%
Downloaded music from the net 67%
Bought music from a shop 37%
Downloaded a ring tone 40%
Downloaded a song to my phone 37%
Burned music to a CD 23%
Purchased music online 27%
Ripped music from a CD 22%
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
digitizationKids are ripping and burning, but not paying
DONE IN THE PAST MONTH
Borrowed a CD to rip 21%
Purchased a pirate CD 12%
Downloaded a song illegally 23%
Used file sharing software to get music for free 28%
None of the above officer 42%
88%“the music industry could do more to help
me get digital music”
60%“the music industry could do more to
protect the intellectual property of artists”
76%“the music industry should be working with
the telecoms companies to deliver music
via mobile phone”
Synovate Omnibus. China, Taiwan, Korea, Hong Kong. March 2006. Under 25. n=307
Music
Matters
digitizationLooking to the Industry for help and guidance
TECHNOLOGY
MUSIC
SCHOOL
VS.
ESCAPE
The truth about being young …
Nothing has changed: young people are stressed by the pressures
of school (or work), versus the desire to escape AND HAVE FUN …
don’t stop thinking
about tomorrow
“The mainstream’s embrace of retro has becomecomplete … the next arrivals will take their
inspiration from new sources and perspectives. Themodern Asian frontier will provide not just a
destination, but solutions to problems … and newmaterials in building and design. It’s time to stop
watching the news in favor of making the new – partof being able to anticipate the future is a forward
looking approach.”
Susan Corrigan. i-D. 2006