With thanks to Scott Traylor for bringing this to my attention: MTV, Nickelodeon and Microsoft have released findings from a survey of 18,000 kids and youth from 16 countries that looked at how technology is used across cultures. Here are some highlights of the PRNewswire release:
NEW YORK and LONDON, July 24 /PRNewswire/ — The average Chinese young person has 37 online friends he or she has never met, Indian youth are most likely to see mobile phones as a status symbol, while one in three UK and US teenagers say they can’t live without their games console.
Globally, the average young person connected to digital technology has 94 phone numbers in his or her mobile phone, 78 people on a messenger buddy list and 86 people in his or her social networking community. Yet despite their technological immersion, digi-kids are not geeks — 59% of 8-14 year-old kids still prefer their TV to their PCs and only 20% of 14-24 year-old young people globally admitted to being “interested” in technology. They are, however, expert multi-taskers and able to filter different channels of information.
These are just some of the findings from the largest-ever global study undertaken by MTV and Nickelodeon, in association with Microsoft Digital Advertising Solutions, into how kids and young people interact with digital technology. The Circuits of Cool/Digital Playground technology and lifestyle study challenges traditional assumptions about their relationships with digital technology, and examines the impact of culture, age and gender on technology use.
The report found:
— Technology has enabled young people to have more and closer
friendships thanks to constant connectivity.
— Friends influence each other as much as marketers do. Friends are as
important as brands.
— Kids and young people don’t love the technology itself — they just
love how it enables them to communicate all the time, express
themselves and be entertained.
— Digital communications such as IM, email, social networking sites and
mobile/sms are complementary to, not competitive with, TV. TV is part
of young peoples’ digital conversation.
— Despite the remarkable advances in communication technology, kid and
youth culture looks surprisingly familiar, with almost all young
people using technology to enhance rather than replace face-to-face
— Globally, the number of friends that young males have more than
doubles between the ages of 13-14 and 14-17 — it jumps from 24 to 69.
— The age group and gender that claims the largest number of friends are
not girls aged 14-17, but boys aged 18-21, who have on average 70